Brand Activation Manager

Support development of data-driven Brand Plans and execute to grow brand penetration and profitable volume. Align and integrate Brand Plans with Customer and Channel Plans from Sales teams. Roll out physical availability plan and execution, incl. prioritization of key activities.

- Develops an integrated insight based brand touchpoint plan together with the mental availability brand lead to drive reach & repeat, based on the touchpoint channel guidance of the CCD team.
- Develops effective POSM materials (secondary displays, shelf communication etc) based on the agreed touchpoint plan. Drives cost effective POSM solutions and POSM innovations in line with the POSM insights and needs.
- Translate the communication of the Brand ‘big idea’ to the relevant in-store touchpoints and POSM materials – ensuring that we have the right communication (visuals/messaging) by touchpoint. Develop effective PoS materials that emphasize brand-relevant assets & drive high in-store conversion
- Handing over the complete plan and execution to CCD for final printing and roll-out and co-develop the briefing and support CCD with the training of the field sales merchandisers
- Detail out in-store activation activities and planning including key KPIs and the financial BC (in line with channel/customer promo and mental availability calendar) and closely align with Channel & Category Development team (in charge of execution)
- Develop Perfect Store Picture of Success (on Perfect Visibility, Hero Assortment) as input for the Perfect Store One pagers (incl. in-store touchpoints, shelf-layout, secondary placements) and work closely with Channel and Category Development team to monitor execution and measure compliance in line with the Perfect Store KPI’s (OSA, Share of Shelf)
- Developing and managing in-store brand promoters programs in line with the brand plans (innovations, communication etc) and customer/channel plans. Working closely with the CCD and sales merchandising team.
Determine impact of in-store brand activations on forecast & provide input to Sale
- Actively and effectively manages brand physical availability budget and the external agencies & suppliers
- Assist in maximising distribution by identifying distribution priority guidelines by channel for prioritised Hero Assortment in close cooperation with the brand manager responsible for the relevant portfolio, evaluate and adjust plan where relevant (ie communication). And support sales with in-store activations/promotions to strengthen distribution for the prioritised Hero Assortment.
- Evaluate effectiveness of In-store activation programs against key KPI’s and Business Case and specifically POSM and Promoter effectiveness with Consumer Insights team & share insights and recommendations to improve with both Brand and Sales teams

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