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Royal Canin PSR Portfolio Marketing Manager and Brand Lead in Gauteng, South Africa

Job Description:

Segment: Royal Canin

Location: Johannesburg, Gauteng

Job Overview

The PSR Marketing Manager & Brand Lead is responsible for development & execution of marketing activities for the PSR Pillar & X-Pillar where relevant for South Africa to grow the sales of our full brand portfolio: Royal Canin, & Eukanuba products. Responsibilities include the definition of the multi-brand portfolio across pillar, defining the strategic positioning and direction for each brand supported by global brand guidelines, price positioning, identifying opportunities, defining the multi-brand category approach and strategic execution of the plans through the pillars with the overall objective to bring all three brands to growth and grow market share to become #1 brand in South Africa.

Role is a part of the PSR pillar team and based in Johannesburg, being responsible for the marketing of the PSR Pillar of South Africa and brand lead for Royal Canin, Eukanuba to create long term growth and gain market share.

What are we looking for?

  • BCom Marketing Honours Degree

  • Min 5 years Marketing experience

  • Proficient in English

  • Extensive global exposure & experience in various working environments

  • Have knowledge of a wide range of marketing techniques and concepts

  • Proven strategic ability.

  • Excellent B2C communication skills.

  • Must be mobile, position involves travel (national and international).

  • Should encompass leadership qualities and should possess decision taking ability .

  • Be able to respond well to pressure.

  • Think creatively.

  • Work well in a team and with a wide range of people.

  • Be organized and methodical.

  • Be proactive and able to take the initiative.

  • Be able to motivate and inspire a team.

What will be your key responsibilities?

Brand Lead

  • Lead, evolve and manage execution of Healthy Start program in conjunction with Puppy & Kitten Maintenance portfolio to recruit new puppies & kittens onto Royal Canin .

  • Develop and manage recommendation charts X-Pillar once per annum.

  • Track & report on program on a periodic basis to ensure cross function team and demand team remain on track and bring visibility to opportunities and risks associated with the programManage multi-brand portfolio X-Pillar.

  • Define the strategic positioning and direction for each brand supported by global brand guidelines.

  • Define correct price positioning for each brand and identify key business strategies to achieve the correct positioning.

  • Lead PMR process reporting to the project sponsor .

  • Identifying opportunities to grow the brands in line with positioning.

  • Approval of long-term strategies for the brands.

  • Onboard and guide pillar marketing & digital managers to support brand positionings & long-term vision .

  • Approval of all marketing material to ensure correct application of brand identities.

  • Full execution of strategy, X-Pillar Maintenance strategies, as well as Eukanuba .

  • Onboard support and guidance from regional and global teams.

  • Develop and execute suitable PR & communication campaigns for the brands.

  • Understand customer and shopper behaviour and expectations linked to the brands.

  • Research and analyse market trends to remain ahead of competition.

  • Where relevant, define innovation strategies for the brands.

  • Motivate for and manage the total PSR pillar relevant A&P spend and budgets for the brands to drive suitable ROI .

  • Defining the multi-brand category approach and strategic execution of the plans through the pillars with the overall objective to bring brands to growth and grow market share to become #1 brand in South Africa.

  • Periodically report and track progress linked to sales growth and market share growth.

  • QMP champion & Audit representative.

Strategy & execution

  • Setting the strategic marketing direction and developing the annual marketing plan for specialist brands.

  • Adapt global marketing activities for South African market .

  • Monitoring and coordination of marketing activities in the PSR Pillar (promotions, merchandising, sampling actions etc.) in collaboration with local and international suppliers .

  • Preparation of annual marketing plan including development and activation.

  • Work with Trade Marketing Manager to create programmes to improve overall store compliance with marketing programmes.

  • Develop in-store promotional themes and events around the major title and product launches.

  • Recommend changes to strategies based on results and findings.

  • Analyse and report the success/effectiveness (ROI) of targeted advertising campaigns, special events/promotions.

  • Approves and oversees the creative development of promotional materials, website content, advertisements, and other marketing-related projects.

  • Communicates with various media buyers, advertising agencies, printers, suppliers and other services to help marketing projects come to fruition

  • Organization of specialized PSR seminars and congresses that may happen from time to time .

  • Collaboration with corporate affairs department to drive science behind our products.

  • Development and implementation of B2B and B2C strategies.

  • Follow up of marketing activities in the field during field visits

  • Collaboration with Digital/ CRM Manager to develop digital strategies to recruit new consumers.

  • Managing segmentation and categorization of clients within the PSR pillar.

  • Participation in global & regional PSR marketing teamwork.

  • Ensure efficient marketing activation through Distributor/ logistics support- ensure 3rd party logistics providers / distributors effectively plan for and roll out marketing activations nationally.

  • Be an engaging role model and drive continuous growth of engagement within the team .

  • Role model adherence to the Five Principles and encourage living the Five Principles culture within the team.

Sales Support

  • Collaborate with the PSR National Sales Manager & PSR Key account managers to drive strategies for growth.

  • Monitor effective execution by the sales force of KPIs linked to marketing activations within their respective regions.

  • Frequent field sales visits in respective regions. This may require travel on a regular basis and is therefore expected. Travel to regions will be in line with the region’s contribution to volume sales & relevant needs of the business.

  • Conduct marketing plan review meetings with sales team on regular basis (minimum quarterly)

  • Submit accurate product forecasts and participate on the S&OP+ team to drive efficient ways of working through the business.

Monitoring & Analyzing Market Trends

  • Research and analyze market trends, demographics, pricing, competitor products, and other relevant information to form marketing strategies for SPT Pillar in South Africa.

  • Studying competitors' products and services.

  • Identifying target markets and developing strategies to communicate with them.

  • Understanding consumer behaviour & develop strategies to drive favorable sales.

  • Evaluate customer research, market conditions, competitor data and implement marketing plan changes as needed.

  • Local market data analysis for marketing and sales purposes.

Budget Management

  • Effectively manage in-store advertising budgets to ensure all goals are consistently being met.

  • Works within the department budget to develop cost-effective marketing plans for each product or service.

Context and Scope

  • The PSR Portfolio Marketing Manager & Brand Lead is to ensure that the image of the brands (Royal Canin, Eukanuba) are being widely developed in the market, in line with the Brand Identity Charter by creating innovative and impactful marketing and sales materials.

  • Being responsible for the PSR pillar & brand budgets, managing all associated costs and ensuring efficient and effective market activations.

  • Predominant authority in developing the marketing strategy in the PSR pillar & our multi-brand portfolio nationally in line with units OGSM, policies, and the Five Principles.

  • Contribute to PSR Sales & Marketing team decisions, overall brand strategic direction and ensure strong execution thereof.

  • Responsible for PSR marketing KPIs and delivery on behalf of the PSR pillar.

  • Collaborative decision-making ability with Pillar Directors & GM with regards to strategy, and resources within the scope of the role in line with the budget, corporate policies, and the Five Principles.

What can you expect from Mars?

  • Work with over 130,000 diverse and talented Associates, all guided by the Five Principles.

  • Join a purpose driven company, where we’re striving to build the world we want tomorrow, today.

  • Best-in-class learning and development support from day one, including access to our in-house Mars University.

  • An industry competitive salary and benefits package, including company bonus.

Mars is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability status, protected veteran status, or any other characteristic protected by law. If you need assistance or an accommodation during the application process because of a disability, it is available upon request. The company is pleased to provide such assistance, and no applicant will be penalized as a result of such a request.

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