Associate Brand Manager (ABM Pelon)

Position Title: Associate Brand Manager (ABM)      

Reports to Title: Brand Manager       

Dept / Function: Marketing  

Location: Guadalajara, Jal.

Summary:

The ABM will develop and execute comprehensive marketing strategies to achieve brand and business objectives.

The Associate Brand Manager is responsible to:

1) Planning: Assist in AOP (annual brand plan) planning, alignment and KPI’s setting.

2) Brand Building: Collaborate and execute brand performance + market trends + consumer-research analysis to uncover insights for brand positioning development

3) Strengthen portfolio: Develop and ensure successful launch of innovations, ensuring alignment with brand strategy (OBPPC), identify and capitalize distribution opportunities and execute portfolio rationalization.

5) RGM capabilities: Collaboration with key commercial partners to determine brand pricing/promo decisions; ensuring price strategy accomplishment at channel and portfolio level.

6) Brand communication: Assist in annual communication planning (media, creative, POS, PR), alignment and KPI´s setting. Execute and monitor strategies.

7) Team development: Develop coordinators and/or trainees reporting to him/her.

The ABM is expected to possess the following hard skills:

a) Marketing mix management

b) Financial KPIS (P&L & knowledge of RGM platforms)

c) Market analysis

d) Brand strategy

e) Product development

f) Project management

g) Tools (Tableau, Power BI, Homescan, Nielsen, Iscam)

h) Communication & Media (planning + KPI analysis + management + budget)

i) Solid analytical skills to sort through data to make well-reasoned conclusions and translate the learnings into action plans.

To effectively perform his or her duties, ABM must be proficient in all of the following key qualities as defined by the Hershey Company: Leadership skills, Attention to detail, Adaptability, Problem Solving, Negotiation, Communication and Collaboration with external and internal parties of the company and Proactivity and Creativity.

Responsibilities:

• Planning
• Brand Building
• Portfolio Plan Execution
• RGM Plan Execution
• Team Development
• Communication plan Execution

Education:     

Bachelor’s Degree required (Marketing/Management, high achievement and quantitative ability primary considerations).

Experience:  

Marketing Experience: 3+ years (preferred)

• Brand marketing experience (as Brand Coordinator) 2-3Y
• Working knowledge of syndicated data (e.g., Nielsen, ISCAM, RIE).
• Product Development experience and successful launches
• Project management experience with stage gate process

Business Experience: 2+ years.

• Background in consumer-packaged goods
• Experience in cross-functional disciplines a significant plus (e.g. finance, category management, media, mkt research, etc.)

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