Brand Activation Manager (On-Trade)

2 February, 2016
Brand Activation Manager (On-Trade)

The company is looking for an outstanding candidate to lead the development and delivery of strategies which build Beer and Cider brands/profits in the On-Trade. You will develop and deliver category management programmes. You will bring these brands to life for both customers and consumers in On-Trade via innovative programmes which command user attention and influence brand/product preference. You will control the consumer decision making moment in outlets across On-Trade, driving active selection of your brands and products.

  • Development and delivery of strategies to build brand presence and profitability in the On-Trade for your brands, encompassing pricing, POS, brand visibility, promotions, staff training, product dispense, glassware etc.
  • In collaboration with Innovation and Brand teams, develop strategies to support the trade launch and early lifecycle of emerging brands in the On-Trade.
  • Development, execution and evaluation of brand building and performance programmes for your brands in the On-Trade.
  • Ensure effective and timely activation of trade programmes and initiatives, working with and influencing Customers, Sales Operations and the Sales teams.
  • Creation and activation of appropriate category management initiatives that build On-Trade business.
  • Creation of compelling brand selling stories to generate and maintain brand commitment and preference amongst On-Trade customers.
  • Development, delivery and evaluation of activities to influence consumer decision making moments across On-Trade outlets.
  • Management of appropriate budgets for creating, delivering and evaluating brand development activities.
  • Regular communication with key sales staff, including contribution to monthly Sales Information Packs and dedicated briefings on emerging activities in a timely manner.
  • Monthly reporting on key Marketing initiatives
  • Developing & executing outlet segmentation and customer prioritisation strategies and programmes.
  • Management of ad-hoc brand/channel programmes as required (e.g. packaging design).
Training & Progression
This is a fully autonomous role, reporting directly to the Customer Marketing Controller.  You will be brought quickly up to speed with regular meetings at the Head Office.
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