EABL Brand Manager

Context/Scope:EABL operates within a multi cultural, multi national, multi currency environment. EABL comprises four business units: KBL, EAML, CGI and UBL. UBL is further categorised into Demand and Supply. The Supply business is involved in production of beer and spirits. The Demand business is involved in marketing and pushing the product to consumers.
This role is located within the Demand Beer Uganda business. UBL has been one of the dominant players in the Ugandan beer market .  State of the economy with high taxation, high pricing and falling disposable incomes has made beer expensive. There is increasing government legislation that demands high compliance and change of advertising practices. The company has also partnered with internationally recognized brewers in the business of marketing and distributing their brands. Changing consumer needs demand brands that fit.

The job holder works closely with Relevant Marketing manager for planning and implementation of brand GAME plans; with sales team to ensure that field activities are in line with brand strategies; Consumer Planning &Research for provision of up to date research on brands; Global Brand support offices for brand strategy search &spin; Adverising Agencies for effective brand communication; Media agency/Media houses for proper brand communication.

Market Complexity:EABL operates in a very competitive environment that has seen the entrant of new players in the total alcohol category. This necessitates the need for pro-active business approach.

The company invests heavily in A&P, Media buying, sponsorships and events to build brand equity and increase operating economic profit.
Market situation is changing rapidly due to the economic situation, declining disposable incomes and opening up of the economic trading blocks allowing in flow of products from other markets. Consumers are becoming more sophisticated. This requires proactive marketing to maximise company market share. Trade is evolving and being more sophisticated especially at retail level.

Purpose of Role:

Protect, grow and build the brand by managing demand for the brands to achieve budgeted volume, market share and profit objectives. To develop and effectively implement marketing activities for the brands.

TOP 3-5 Account abilities

• Develop, implement & monitor annual strategic brand plan including economic management of allocated budget.
• Monitoring brand availability and sales and being proactive on factors affecting the brand sales and market share performance.
• Identify and recommend market research programme aimed at enhancing brand positioning.
• Effective management of brand advertising and sales promotion to generate brand growth.
• Recommending, planning & co-coordinating brand PR activities likely to enhance the brand sales and image in the short or long term.
• Monitor, evaluate and recommend brand-packaging update including pack and range extensions and follow through to implementation in liaison with Marketing Manager.
• Regular and continuous monitoring of brand costs and profitability and recommend areas for improvement.
• Prepare monthly brand expenditure and variance report to control budgeted expenditure.
• Plan and implement brand media strategy.
• Design, procurement and economic distribution of brand promotional materials to plan.

Qualifications and Experience Required: Qualifications
• A Bachelor of Commerce Marketing or business degree or equivalent

Experience
• Minimum of 5 years marketing experience preferably in a
FMCG environment.
• Marketing management experience
• Experienced in the development and execution of advertising strategies.

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