Senior Brand Manager
- Uxbridge, UK
One of the world’s leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Yoplait and more.
We seek out the best of the best and give them development, support and the chance to lead something big. Choosing a career with us means joining a company that makes a difference for others. There is tremendous opportunity here for people who want to advance the industry, through innovation and nourish the world with quality.
The role of Senior Brand Manager on the Old El Paso brand is a fantastic opportunity for a marketer to stretch their strategic and commercial capabilities, taking full P&L responsibility for the business.
The incumbent will be responsible for the strategic development, planning and activation of the Annual Brand Plan and ensuring this plan delivers revenue and profit targets. Operating at a local level, they will be help lead the overall brand strategy with the goal of maximising the long term equity and brand profitability, and will be required to provide appropriate leadership to the wider business, working cross-functionally on all growth initiatives.
Reporting to the Marketing Manager the key responsibilities of the role include:
•Developing winning strategies and tactics that drive Brand performance to achieve the annual plan . Work with MM to develop UK brand vision (5 yr plan) and lead execution of the UK Brand Plan.
•Responsible for management of P&L including leading monthly analysis of sales, spend and profit (against plan) and assuming full responsibility for management and forecasting of the brand A&CP budget.
•Responsible for brand analytics – tracking brand results, diagnosing business drivers, and recommending actions
•Developing strong working relationships with European and global development teams to ensure strategic communication platforms and NPD are aligned to the UK brand vision and strategies.
•Building Brand Equity; ensuring marketing activities build equity ensuring the Brand has a place in consumers’ hearts and that colleagues are passionate to contribute to brand results.
•Responsibility for development of the brand connections strategy and plan including leading relationships with key agencies (media, PR, and digital) ensuring key projects are delivered to the brand standard and positive inter- and intra-agency team development.
•Working with the sales teams to define optimum growth channels for the brand across both Grocery, Convenience and Ecomm.
•Defining and implementing the optimum product range
Key performance indicators ‘How will I know I’ve succeeded?’
•Achievement of annual sales, penetration, share and profit objectives.
•Achievement of annual Brand Plan implementation within budgeted guidelines.
•Foster positive internal and external relationships to develop a climate of enthusiasm and optimism for the brand
Skills & Qualifications
Graduate caliber (minimum 2:1) with proven marketing success in a consumer branded company.
Ability to foster strong working relationships with regional and internal teams
Strong analytical experience, ability to use data to develop business strategies
Prior experience in all aspects of brand management.
Prior experience and proven success in managing external agency relationships.
Six years+ brand marketing experience with at least three years in FMCG.
Experience in developing through the line connection plans, including media, PR, digital and social.
In-depth knowledge of the UK multiple grocery channels and their associated trading issues
Management of P&Ls and A&CP budgeting.
Knowledge of panel/continuous data and exposure to a wide range of market research techniques used in building brands
Candidate’s required skills
Strong leadership skills and ability to influence cross-functionally
Ability to develop strategies which produce step-change business results
Passionate about consumers and understanding of brands and the need for emotional connection with consumers
Able to work with ambiguity; flexibly minded to offer innovative solutions
Commercially savvy with an good understanding of drivers of profitability
Excellent communication skills; ability to energize teams by conveying compelling vision
Excellent project management skills, able to plan effectively, time management and the ability to delegate appropriately
Demonstrated personal accountability for achieving brand business results
Passion for food: able to provide examples of real consumer insight and uses these insights to develop effective plans.
Ability to energize and develop people
Is a true brand champion
Tenacious in their ability to deliver projects on time.
Cultural and values alignment