Marketing Manager (Brand Owner)
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Are you looking to level up your career and make an impact. Challenging work. High level of responsibility. Hybrid working conditions. That is the starting point for a career at FrieslandCampina. We are looking for a Marketing Manager with an exceptional entrepreneurial nature and go-getter mentality to join us.
With a ‘GM mindset’, lead development and execution of data-driven Brand Plans focused on clearly identified Hero SKUs, to drive brand penetration and profitable volume (growth) of assigned brand(s). Align and integrate with Customer & Channel plans from sales and work closely with Channel and Category Development to execute physical availability plans.
What we ask
Bachelor or master degree in relevant area.
10+ years of relevant work experience.
Medical Marketing experience preferred.
Strong change & stakeholder management skills.
Experience in working in a global organization.
You take responsibility for your work and are continuously looking for new opportunities to improve and innovate.
You are hands-on and approach challenges with a “Can do” mentality.
What we offer
Unique company culture of Dutch heritage and international presence
Competitive bonus scheme, flexible working hours, and the ability to work from home.
Diverse training and mentoring programs to help you grow on your own professional journey
A friendly and informal working environment
Autonomy and trust to create longer term impact that helps bring better nutrition to the world
Lead development of data-driven Brand Plans (covering all brand scalers) for assigned brand(s), with Brand team. Align and integrate with Customer & Channel Plans from Sales team. Translate into detailed 12Q plan, incl. budget and initiatives. Run execution drumbeat and deliver on 12Q plans.
Lead Brand Strategy development via defining brand identity and mentality and translate them into clear brand book guidelines.
Drive mental availability for assigned brand(s) through consistent story telling (in line with purposeful brand propeller) over time (across categories, if relevant) and across consumer journey: With consistent reach & repeat and the right media mix (ATL/BTL, traditional vs digital/social media), tailored to brand scale (insurgent vs at-scale) and covering all relevant consumer touch points, taking corrective actions based on insights (incl. feedback from trade).
Create relevant portfolio for assigned brand based on data: Identifying Hero SKUs for priority channels/regions/customers (strategically managing PL); Identifying right price/pack architecture (OBPPC) based on priority consideration sets (repertoires) in priority channels; Monitor trends & consumer preferences (based on repertoires) to drive barrier-breaking renovations and innovation.
Drive physical availability by developing Consumer Activation Plans (PoS materials, shelf-layout, activity planning) for assigned brand(s) in all relevant outlets and online (in line with channel strategy), working closely with Channel & Category Development team who lead execution: Drive perfect visibility by setting perfect-store guidelines to ensure brands/Hero SKUs are easy to find and buy; Develop penetration-building promo strategy (incl. budget, frequency, calendar and impact on forecast) and invest in promotions that have a positive ROPI.
Build digital consumer journeys in consultation with DMI team that reach relevant audiences, leveraging own media and digital content platforms (e.g. websites, apps, mobile).
Closely monitor key marketing KPIs (incl. competitor pricing, promo & shelf stand-out) to mobilize real time adaptations to brand plans.
Manage brand P&L (incl. marketing budget) and allocate budget strategically across formats/categories.
Participate in key commercial planning meetings with sales team and other stakeholders to ensure alignment.
Grow and develop excellent Brand Managers.
