Summary
Date Posted: Thursday, January 27, 2022 , Base Salary: Not Disclosed

JOB DETAILS:
Context/ Scope:
Kenya Breweries Limited is the largest alcoholic beverage company in Kenya and accounts for over 80% market share with over 96% share of the beer market. We market a large portfolio of alcoholic and some non-alcoholic beverages across the East Africa region and our association with Diageo also makes us the leading premium spirits company in East Africa. We own the leading beer and spirts brands in Kenya including Tusker, Guinness, Senator, White Cap, Balozi, Johnnie Walker, Smirnoff Vodka, Kenya Cane and Chrome Vodka.
The alcohol market in Kenya is changing rapidly due to the emergence of a more discerning and technologically connected consumer coupled with constrained disposable income. The category continues to become more sophisticated, both at consumer and retail level with increased competition, varied offers and world class best experiences.
At KBL, we have an ambitious growth agenda, and we are looking for a star marketer/innovator. A brand builder with a GM-mindset, is digitally savvy, has creative instinct and commercial pragmatism; with true passion for our products and the vision to rally the business to push beyond expectations. The journey will not be easy, our competitive landscape is fierce - but if you have the appetite to take on a career-defining challenge, then read on.

Key Deliverables:
Strategy
• Lead business to realise our F22 commercial strategy
• Develop and deploy world class marketing business plans that are insight driven, consumer focused and commercially viable
• Work with Consumer Planning & Research for provision of up to date brand performance and consumer insights
Performance
• Accountability for Market Performance, in close partnership with commercial teams
• Lead or support interventions as required run the P&L to unlock growth
• Lead advertising and promotion resources as allocated, drive effective and efficient use of Media pend and support the Shopper Marketing team to ensure BTL spend efficiency.
Build the Brand: Content and Culture
• Partner with Global Brand Teams, Media and Advertising agencies for brand strategy search & spin and development of effective brand communication; brand communication planning and media spend optimisation
• Deliver brilliant creative content & assets with path to purchase triggers
• Develop and deploy a world class digital strategy and ensure our brands secure a strong digital/online footprint
• Vibrant brand world brought to life at all touchpoints, experiences, events and at POP
• Multi-channel communications model which step-changes awareness and (re)recruits consumers at scale, and builds vibrant brand in culture
• Drive internal passion for beer and help build beer category capability
Commercial Roadmap
• Maintain a ‘launch mentality’ to ensure we are within arms reach of all relevant consumption occasions (right distribution, right SKU, right occasion)
• Bring FMCG focus to build through-the-line drivers of Last 7 Days penetration growth
• Engage across the organization through cross-functional collaboration & pro-active stakeholder engagement; ensure strong and encouraging relationships across departments

Key Marketing Capabilities
Building purposeful winning brands
• Compelling brand story-telling: Able to craft compelling brand and strategic narratives that energize consumers and the business
• Strategy Activation: Consistently develop plans that beat volume, NSV and CAAP targets.
• Connection planning: A social native and commercial realist. Adept at delivering brand content and experiences in all the moments that matter
• Excellence in social media/consumer conversations- run the development and distribution of the brand content to engage with consumers in culture
Driving Marketing Performance
• Brand Performance Analysis: Has demonstrated rigorous, robust brand performance analysis, and identified issues and opportunities to drive recruitment
• Commercial Skill: Demonstrate understanding of category and customer profitability, and competitor landscape, to make recommendations that build value for customers and brand/category
• P&L Management: Understands a brand’s P&L and levers to handle profitability
• Measurement and evaluation to drive A&P productivity-Media performance management to ensure efficiencies and effectiveness via productivity tracking and use marketing catalyst to supervise -performance
Delivering Integrated Execution
• Creative judgement: Good instinctive judgement on evaluating creative ideas and giving simple, effective feedback vs fit to brief
• Multi-channel execution: build great plans and distribute content that grow salience and drive recency, impact and reach across the path to purchase
• Pace and agility: Instinctive feel for what works for consumer and customer, and can guide others, to make the right marketing decisions at the right time
• Flawless Execution: Consistently implements marketing programmes with excellence
• Using Digital Tools- apply technology, platforms to enhance connections with consumers including use of Sprinklr for social listening, moderation, asset management and performance management
Using Insights to Sell More
• Demonstrates consumer curiosity (external focus, cultural trends)
• Shows grasp of data analysis, tools and techniques
• Good knowledge of media & digital world / opportunities
Forging Powerful Partnerships
• Running productive partnerships: Handles productive relationships with internal and external partners, including C&E, agencies and influencers, to achieve cultural traction, brilliant creative outputs and return on investment
• Multi-channel planning and management: Works with agencies to ensure optimal media mix; delivers effective and efficient media pans that drive impact, recency and reach

Key Leadership Capabilities
Win through Execution: Lead bold execution in a constantly evolving world
• Act like owners by holding self and others to account for highest standards
• Scan the environment constantly and adapt plans with pace
• Inject dynamism to win and unlock capacity to decide and act quickly
• Demand brilliant execution to ensure we always win at the point of purchase
Shape the Future
• Enable others to inspire the future and be brave to act boldly now
• Set context and empower people to experiment and unlock opportunities for growth
• Insist on sufficient data and insights that quickly move us to action
Inspire through Purpose
• Inspire teams to take entrepreneurial risks; encourage and recognize learning

Qualifications and Experience Required:
Qualifications
• A Bachelor of Commerce Marketing or business degree or equivalent

Experience
• Minimum of 5 years marketing experience preferably in the FMCG environment.
• Experience in the development and execution of marketing strategies.
• Summary of potential candidate
• A great leader mind-set, a well-rounded marketer who balances creative and commercial instinct.
• Is a highly effective and autonomous operator who can forge great relationships across a matrix organization (commercial, customer marketing, supply, finance, CP&R, C&E)
• Has the passion to become a Beer Category expert in Africa, helping key internal and external collaborators navigate the complexities of the ever-evolving Beer category
• Has the drive and impact to ensure the business maintains disproportionate focus on our local beer portfolio and thoughtfully implements our commercial and marketing strategies

Work Hours: 8

Experience in Months: 60

Level of Education: Bachelor Degree

Job application procedure
Use the link below to apply.
https://diageo.wd3.myworkdayjobs.com/en-US/Diageo_Careers/job/Nairobi-Kenya/Senior-Brand-Manager---Mainstream-Spirits_JR1057675-1 

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