Main Objective of the Role
Develop, implement, manage and evaluate the marketing strategy for the entire portfolio of products to achieve the commercial objectives incorporating:
Brand positioning
Brand platforms
Image development
Public relations
Sponsorship & Events
Product Portfolio offering
New product development
Pricing strategy
Channel & customer optimisation
Advertising & Promotion (including new media)
Key Responsibility Areas
Development and implementation of consumer and customer marketing plans consisting of brand platforms, brand positioning, pricing strategy, advertising, image development, public relations and new product development by channel and key customers
To develop winning commercial propositions to deliver budgeted volume and brand contribution targets whilst improving brand equity across all channels for all products
To develop, implement and manage the companies brand guidelines ensuring the brand identity is consistent with the guidelines in all applications
To identify line extension and NPD opportunities and successfully launch these products to generate new profit streams
Monitor brand progress against above plans, highlighting deviations and prepare appropriate compensatory proposal for the Marketing & Sales Director
By utilising research develop insight to support the development of these strategies
To ensure all implementation plans and execution of plans are consistent with recommended strategies and are delivered on time within budget
Set sales fundamental objectives and develop activities with the key focus of delivering wins at customer level whilst not compromising the brands positioning
Cross market communication and ownership for ensuring brand goals and activities are communicated internally before they are sold within the market
Prepare briefs for advertising / PR agencies to allow generation of concepts
To develop, manage and implement Sponsorship, Event and Hospitality strategy both within the UK and globally
Control and co-ordinate the publication of analysis measuring the performance of market programmes on completion and recommend subsequent activity
Ensure that agencies perform within agreed budget levels and service standards for UK activities
Develop good working relationships with directors and staff in market.
Management of strategic marketing budget
To act as the Brand Ambassador for the companies complete portfolio
To train and develop the Marketing team members through regular 1-2-1s, on the job coaching as well as through the Performance and Development review process
To participate in any department ISO procedures as well as maintain conformance to those procedures specific within the Marketing department
