Brand Manager

Description:

The commercial performance of the brand or a small portfolio of brands and new openings (LFL sales and gross profit) – deliver stretch EBITDA target

Commercial plan – support the Head of Commercial to create the commercial plan for each of the specified brand or brands

Analytics – ensure that every initiative is modelled on a product by product / unit by unit basis and forecast outcomes. Test and learn based on the commercial results

Sign off - submit proposed sales and gross margin improvement activities to weekly trade / monthly commercial forum meetings for approval (background, financial value and suggested next steps)

Preparation of marketing briefs to access marketing services - marketing services such as NPD, creative design, marketing planning and brand development are provided by the Group Marketing function. The Commercial Manager will access these services by submitting a marketing brief articulating identified opportunity to generate improved sales or margin, specifying desired outcomes and proposing strategies for development

Implementation – once activity is signed off, total accountability for the successful implementation through operational teams

Review - report results at weekly trade and monthly commercial forum meetings. Assess whether forecast has been achieved and EBITDA can be banked. Course correct where necessary

Roll out – if successful, roll out and look for optimisation opportunities either in other brands or in other product categories where the same principles can be applied

New openings – manage the commercial set up for new openings including range, pricing, POS. Deliver action plans to drive sales and profit if business cases are not delivering to target

Monitor competitor and brand partner activity

Spend time in the field– observing and supporting implementation in operational units

Effective management of Commercial Executives who implement the commercial plan where required.

Proactively looks for ways to optimise results and stay competitive with our competitors