Marketing Product Manager

23 hours ago

Riyadh, Ar Riyāḑ, Saudi Arabia Arab National Bank Full time

CORE PURPOSE OF THE JOB

To maintain brand integrity across all company marketing initiatives and communications, and may manage a portfolio of products, specifically in delivering consistency across all marketing initiatives and support with analysis and planning, marketing plan development and communications internally & externally.

AREAS OF RESPONSIBILITY (AOR)

  1. Product Group Performance: Lead the business in establishing, managing and achieving the key performance indicators for the product group in the GCC.

Annual Budget

Market Share

Brand Health

Review material costs and pricing to ensure corporate margin thresholds are maintained.

  1. Planning: Assist in the development of the Annual Marketing Plan encompassing Consumer, Product, Trade, Promotions and Project schedules.

New Product Development: Manages the product group new product pipeline development, individual briefs and critical path schedules. Project lead individual projects as assigned, via the AIM process ensuring that the consumer needs are established and financial metrics are met.

Communication Development: Manages the relationship and the creative process with the Agency of Record ensuring that development for the product group is consistent with plans and communication strategy. Develops the media plan for each product category ensuring that the portfolio maximizes GRP's and SOV within the allocated marketing budget. Manages packaging and brand development with key internal and external stakeholders.

Insight: Manages insight generation process on individual projects aligned with overall insight strategy. Manages retail audit and brand health tracking to identify opportunities and competitive assessment. Ensures product superiority and delivery of action standards.

People Leadership: Manages retention and development of direct reports ensuring professional growth. Ensure that all direct reports within the team have an Individual Development Plan and identified training program, both OJT and Accredited Course.

Marketing Plans

  1. Undertake ongoing market analysis to identify new marketing opportunities that support the strategic objectives of each individual product to deliver improved volume, margin and share performance.
  2. Assist in the development of the annual Marketing Plan encompassing the following elements: situation analysis, objectives, strategies, action plans, forecasting, pricing, research studies, NPD and financial budget preparation.
  3. Liaise with appropriate external agencies and internal departments in the development of marketing programs encompassing advertising, packaging, product formulation and research functions.
  4. Effectively implement, monitor and control the plan against budget and within defined time schedules.

Product Development

  1. Manage cross-functional project teams assigned to new product development, and improvement activities within the guidelines of the formal NPD process (AIM).
  2. Prepare a research brief and have input into the development of research proposals/methodology. Research briefs to include concept, sensory, advertising and tracking studies.
  3. Analyse research findings and make recommendations. Develop an action plan based on decisions made from the research findings.
  4. Prepare product development brief based on research findings and co-ordinate the development of the product with product development to prototype stage through to scale up and final product specification.
  5. Carry out consumer sensory testing on new and existing products to determine consumer appeal and further product optimisation.

Communication

Internal

  1. As part of the formal project development process, prepare documentation to aid senior management decision-making including project overview and feasibility briefs.
  2. Produce alerts for SDL personnel for new products to be launched or for changes to existing products.
  3. Conduct briefings, as required for Sales & Marketing personnel to inform them of new products, ad campaigns, promotions, activity calendars.

Packaging

  1. Prepare pack design briefs and brief agencies accordingly. Follow through on all stages of design development within agreed budgets and time frames.

Advertising

  1. Direct copy strategy development with the agency based on consumer research studies.
  2. Prepare advertising and media briefs.
  3. Manage the creative development process from concept to final production stage across all media.

Promotions

  1. Develop material for all promotional campaigns including consumer, trade and internal sales activities. Liaise and communicate with appropriate agencies, sales and marketing staff on all aspects of the promotional campaign to ensure proper execution.

Sales and Distribution

  1. Monitor volume/value share and distribution information on an ongoing basis (through Retail Audit Data analysis & Internal resources) regarding the product group to identify opportunities and develop action plans to reverse negative trends or enhance performance.
  2. Carry out regular market visits to develop positive relations with sales management teams; gain knowledge and understanding of market performance and trends; assess competitor activity.

Pricing

  1. Make recommendations to the Product Group Manager on consumer price points and retail margins.
  2. Monitor competitor product prices on an ongoing basis and take appropriate action.
  3. Have a solid understanding of the product's cost/price structure and margin performance.

People Leadership

  1. Assists and guides direct reports to meet or exceed job expectations through a process of mentoring, coaching and motivation while ensuring a clear understanding of levels of responsibility and accountability.
  2. Supports learning and development of staff to achieve career, succession planning and localization, thereby improve the knowledge base and maximize staff performance.

Skills

  • Critical thinker and problem-solving skills.
  • High command over managerial skills, along with efficient multitasking.
  • Bachelor's in Marketing from a reputed educational institute with good command of all the necessary prerequisites in the field.
  • Expert communicator portraying professional verbal and written skills.
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