Description: | For: Category Marketing Manager
Meyer Scott Ref: VR/02012
Category Marketing Manager – Peterborough - £45,000 pa
Category Marketing Managers should think of their job not so much as completing projects or checking of activities but rather to leave the brand/business they are responsible for fundamentally stronger in what it represents to the consumer and as a commercial enterprise than when they found it.
The role of the Category Manager is to be a strategic and operational leader for the brand and category they are responsible for:
• You should apply knowledge based decision making: You master category, consumer, customer, and competition • You are a source of passion: You are one of the key drivers to inspire consumers and customers, With your vision and strategies you leave a personal stamp on the business
You are the owner of the marketing framework: WHO (target consumer) WHAT (value proposition) and HOW (market execution) • As a leader you enrol and influence people across the business to reach or exceed objectives • You are a role model, using passion to envision, energize and enable your colleagues • Strategic Planning: lead development of category strategy and budget plans for the brand, set priorities and seek input from Commercial and Corporate Marketing • Competitive Response: identify ways to combat anticipated competitive product and marketing initiatives • Consumer: consumer expert; share knowledge with and seek input from Marketing Insights; act as a keeper of brand and category knowledge • Customer: seek input from Commercial team to understand customer dynamics and key drivers; assist with product range reviews • Competition: expert in competitive environment (product, pricing, in-store, media etc) ensuring information is shared with Commercial and Central Marketing • Day-to-day business: expert in the day-to-day business; sales and profit vs. targets; gap fill opportunities • Analysis: expert in the effectiveness of marketing initiatives; understands category drivers/issues; leads category business review process • Financial management: expert in brand/category financial measures • Profit forecast: work with Finance to develop deep understanding of key drivers; track progress vs. targets; anticipate and identify issues and recommend ways to fix • Definition: understand brand equity defined by Marketing Comms Team; ensure major category consumer insights are know by Marketing Comms • Communication: identify category target consumer in conjunction with Marketing Insights.
Lead definition of value proposition / product positioning; ensure brand equity is applied consistently across all media • Range architecture: creating consumer centric differentiated sub-brand propositions • NPI planning: Create NPI master plan and launch new products with clear value proposition and trade up routes; lead development of A-line, tactical and customer exclusive models • Marketing plan: lead development of category marketing plans and initiatives for brand • Media planning: develop category media strategies and objectives for brand, taking account of Marketing Comms and Central Marketing feedback • PR: develop category PR strategies and objectives for brand, taking account of Marketing Comms and Central Marketing feedback • Deployment: work with cross-functional teams to ensure on-time delivery of new products and initiatives; deliver excellent execution and amplification of products and initiatives in market; work with Trade Marketing to tailor execution for key customers • Business demand forecasting: develop deep understanding of demand drivers; work with Logistics and Commercial to anticipate volume demand accurately (new and existing products) to minimise costs while ensuring nil out of stocks; understand and input into Central Marketing RAI thinking
• With the UK Leadership Team, Marketing Insights, Commercial/Sales, Customer Services, Supply Chain, Finance and Central Marketing Functions (Brand, Product and Supply)
• Deliver category revenue, profit margin and market share targets for brand • Lead development and execution of marketing initiatives • Become a category consumer and competitor expert • Own the collaboration and communication with the Commercial, Logistics and Central Marketing
Qualifications: • Educated to degree level or equivalent experience • Passionate about marketing • Looking for international experience Experience: • Product/Marketing Manager experience gained with a blue chip FMCG company • Experienced working in a cross matrix organization • Team leadership experience • Project management experience • Multinational experience preferred Communication: • Strong communication and reasoning skills Market Agility: • Ability to understand, anticipate and respond to the needs of consumers and internal stakeholders • Ability to analyse market forces and positions to capitalise on opportunities • Knows the competitors strengths, weaknesses and opportunities • Ability to make short term decisions which are in line with the interests of the longer term health of the company Collaboration: • Ability to work positively and collaboratively • Ability to build and leverage mutually beneficial relationships and networks internally and externally • Ability to build strong teams across functions that work together to a common objective Change: • Ability to initiate, lead and manage change • Ability to show resilience in the face of adversity and operate amidst uncertainty and longer term strategies Leadership & Talent: • Has a strong sense of
values and integrity with the ability to create an environment where dignity, respect and ethical decision making prevail • Ability to communicate Hotpoint and brand vision to guide and inspire others Innovation: • Ability to champion and facilitate development of breakthrough solutions and create opportunities for ideas to flourish
In addition to the above, to achieve in this role you would need to be a good communicator, written and verbal. You must be proactive and have the desire to develop a team who all strive for excellence and be able to create a vision for the team to work towards.
You will provide feedback to managers across the business and will need to be confident within this environment.
You will be a team player, with the ability to communicate across functions.
You will also work to the company service level requirements and in-line with the company values, demonstrating these in your day-to-day role (Ambitious, In touch, Respectful, Genuine & Innovative).
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