I am the (PRODUCT) BRAND MANAGER and the expert of my brand “axe” and its strategy. I orchestrate the launches and push growth of pillars using product, market and consumer expertise, to contribute to continued growth for the brand and the consumer relationship. I am accountable for driving and implementing the 360 strategy on my products and enthusing the business about them. I focus on sell out performance to grow market share and develop the category. I drive the launch process and leverage consumer insights to ensure local relevancy. I am the guardian of the brands equity.
KEY RESPONSIBILITIES:
• Guardian of the brand DNA, guarantee the brand identity: ensure that all marketing actions are in line with the sense of purpose while nourishing the brand
• Own product portfolio management: product vision, strategy and growth plan, Launch retro planning, Book lead, launch dimensioning,
• Responsible for the pricing strategy
• Maintain a clean catalogue on their axe : IN/OUT
• Drive brand product strategy and align 360 implementation with other team members across offline and online
• Responsible for maintaining growth in pillar products and animating core catalogue
• Support the product/axe budget planning
• Define the launch calendar and action plan in accordance with Zone recommendations and local considerations
• Assure sampling strategy & gwp for the full region across all retailors
• Own the responsibility for book forecasting, understand and challenge brand forecasting
• Own sell out analysis and conclusions and recommendations to share internally, and externally (zone)
• Gain consumer insights and make strategic recommendations based on knowledge of consumer, competition and trends: ensure local relevancy
• Present their axe during strategy meeting: retailer & distributor meeting
• Be the voice of the markets to zone/DMI on the brand category in cooperation with the Brand Director