Overview

Brand Manager (Liquor FMCG industry) – EE position Job at O’Brien Recruitment – in Cape Town, Western Cape

Job Description

15th September 2021


Cape Town, South Africa

5 to 7 years

Mid

Full Time

Skills

Brand Building

Brand Marketing

Commercial Experience

Reporting

Sales

Trade Marketing

Industries

FMCG

Job Description

Appropriate tertiary qualification – Marketing Degree/Diploma would be advantageous

Must speak English and an African language

+7 yrs experience gained across commercial and or Marketing functions within the Liquor industry

On-Trade/Brand Ambassadorial EXPEREINCE IS A MUST and must have an understanding the South African Alcohol Beverage Market including Main Market

PURPOSE & SCOPE OF ROLE:
As the Brand Ambassador for Courvoisier, you will be fully responsible for the brilliant execution of in market activities, training and consumer engagement activities that emulate the sophistication of the Courvoisier brand. Through these initiatives you will drive equity and sale growth of the brand and the various variants by ensuring that all brand guidelines, plans and strategies are adhered to. You will be responsible for conducting trainings, organizing product tastings, food pairing and creating unique and memorable experiences for the consumer, customers and internal stake holders alike.

DUTIES & RESPONSIBILITIES:
Brand Equity

Drive brand credibility and loyalty in the industry through influencing of internal and external resources

Drive brand advocacy through the education of and inspiring bartenders on portfolio, perfect serves and new products

Drive the brilliant execution of the in-market experiences though activating brand at events (professional and outstanding consumer-events)

Identify, manage and brilliantly execute brand events and media exposure opportunities.

Media role – brand building through approved social media interaction and interviews, where applicable.

Support/activate brand advocacy/engagement programs in On-trade

Prepare/assist in preparation of local educational materials

Lead together with the marketing team in the development of signature serves relevant to the market and customer

Identify and select venues to become brand fortresses

Commercial

Expand the customer footprint through-out the approved regions and channels

Educate partners and customers on brand/portfolio to drive long-term profitable sales growth

Assist and partner with the sales team in achieving listing or sales through customers education initiatives

Support beneficial relationships with selective customers and influential persons in the industry and visit regularly the influential accounts

Report on competitors activations/challenges

Provide input to assist in the development of activity planning

Understand the industry, customer and consumer profiles through regular market visits, attending consumer/brand feedback sessions, etc

One-on-one contact with targeted consumers to fulfil the following objectives

Development, growth and furtherance of Key Brand Projects,

Manage the respective trade budget and ensure that all activities fall within the budget and relate to the performance goals of the business and brands.

Driving sales through helping the Commercial team by training bar management/staff on brand/product knowledge. Assist the commercial in building brand’s premium credentials, drive sales and equipping their customer with experience to sell the brand

Execute high quality brand education and consumer engagement programs aimed at the respective target market and both to trade and Consumer through:

Consultation and development of persuasion activities/programs

Recruitment of new consumers to the Courvoisier community

Training the on con and off con customers to better sell the Courvoisier brand to consumers.

Reporting

Share intelligence with marketing and commercial departments to support brand image development.

Provide weekly pre-plans of intended activity including trainings and provide monthly recap of all activities

KPI monitoring and tracking, i.e. Reporting on menu placements, market trends within on/off premise community

Proactive communication with local market team as well as the other regions

Report on Brand visibility through social media channels

Interpret and analyze information in respect of customer account, consumer, competitor activity and opportunities for brand development

Monthly competitor activity report back to Trade Marketing Manager, Commercial and Marketing teams.

Monthly reporting on brand activities, activity grids and the ROI of activities

EXPERIENCE & QUALIFICATIONS:
Appropriate tertiary qualification – Marketing Degree/Diploma would be advantageous

Must speak English and an African language

+7 yrs experience gained across commercial and or Marketing functions within the Liquor industry

On-Trade/Brand Ambassadorial EXPEREINCE IS A MUST and must have an understanding the South African Alcohol Beverage Market incl Main Market

Proven track record of the following skills and experience:
Building Luxury brand within the south African market.

Ease in Engagement with high net worth consumers and customers.

Recruitment of consumers in previous roles.

Understanding of Food culture in relation to alcoholic brands.

Active and strong Social Media presence in essential.

High level of presentation skills, both with Excel and PowerPoint and must be comfortable with Public Speaking

Event/Project management experience

Excellent communication and influencing skills with internal and external stakeholders

Ability to develop compelling, commercially viable customer plans with innovative thinking

APPLY

About Company

Company: O’Brien Recruitment –

Company Location:  Cape Town, Western Cape

About O'Brien Recruitment -