Brand/Portfolio Management

Job Purpose:

Develop and align with key stakeholders Bars category strategy in Central Eurasia, focusing on growth opportunities to drive penetration. Design and execute Bars activities calendar (portfolio innovation pipeline; media framework for paid, earned, shared, and owned media; local amplification program) that will help deliver business KPIs. Connect the Bats strategy with key business processes via S&OP.

Responsibilities:

Brand Management

· Strategy ownership: Lead development of Bars strategy & deployment in Central Eurasia unit.

· Portfolio management: Lead creation and implementation of portfolio innovation pipeline in line with the S&OP+ cycle according to the stages process.

· Pricing strategy: Oversee and recommend the Bars portfolio pricing strategy in partnership with the strategic revenue team.

· Market analysis: Identify & capture market, competitors, and consumer insights that provide the foundation for marketing strategy.

· Cross-regional exposure: Get and incorporate learnings from other markets. Create networking with other markets in order to share ideas and implement activities where applicable.

· Brand & Engagement capabilities: Ensure translation of Brand Toolkit into marketing activations that tell a consistent, engaging brand story and build distinctive brand assets.

· Category-first mindset: Co-lead Bars category reviews in Central Eurasia together with Category teams.

· Budget control: Control media budget spent according to ROI guidance and key brand priorities.

· Continuous learning: Ensure the excellence of brand activity execution via effective cross-functional cooperation. Evaluate the results of activities, codify and leverage learnings, and prepare post-launch reviews.

Media

· Media mix: Co-lead media strategy development and plans for Bars to maximize Reach, increase ROI on media spend, and ensure an effective and efficient media mix.

· Media framework: Develop and implement marketing campaign as per brand calendar based on paid, earned, shared, and owned media framework

· Localization & amplification: Identify, analyze and create local amplification strategy in line with target audience local insight and brand platform

Requirements:

Education & Professional Qualification

· Degree in Economics/ Marketing

· Russian/English at an advanced level;

· Expert user of MS Office;

· Continuous data experience (i.e., Nielsen, GFK, Ipsos)

Knowledge/Experience

· 5 years of experience in FMCG brand marketing

· Analytical skills and demonstrated ability to create a narrative from analysis/insights

· Solid experience in portfolio management

Competences:

· Bussiness Acumen

· Decision quality

· Drives Results

· Manages ambiguity

· Communicates effectively

· Strategic Mindset

· Stakeholder management

Key Functional Competencies & Technical Skills

· Create compelling strategies and plans.

· Consumer, Category & Shopper Acumen

· Media Planning

· Market research

· Leveraging Insights into Action

· Financial and Analytical Management