Brand Marketing Manager

Overview:

- Drive strategic transformation initiatives and outcomes for the brand.
- Lead brand strategy through rigorous planning, execution, and monitoring marketing activities - to drive sales and share growth in line with overall corporate strategy and ambition

**Responsibilities**:

- Manage transformation of Tasali including positioning as quintessentially Saudi brand in the anchor demand space, launching localized flavors, capability strengthening, delivery of target impact & stakeholder management
- Incorporate global best practices in marketing & branding efforts to enable a strong positioning for Tasali
- Create overall strategy for launch of new flavors, enhanced product & communication campaigns (ATL & BTL) for the brand
- Work closely with the Transformation Management Office Head ensuring regular updates, escalations & de-bottlenecking basis governance structure
- Lead cross-functional projects for Tasali liaising with internal stakeholders (Sales, Marketing, R&D and Mfg.) to drive initiatives across Saudi flavor delivery, soft-extrude innovations, packaging enhancement, marketing planning & commercialization
- Actively track financial benefits of the initiatives and highlight risks/ gaps to the leadership
- Own insight development, performance tracking and identifying opportunities for growth of the portfolio
- Work closely with BU marketing team to shape innovation plans on flavors, packaging, etc. to drive strong growth
- Responsible for development & execution of annual brand and communication plan to deliver brand targets ensuring fidelity to overall brand communication strategy
- Collaborate with the sales team on account specific and national on-pack promotions and activations; Ensure incorporation of locally inspired, “proudly Saudi” elements to all activations
- Manage contractual process with suppliers - finalizing deal, required approvals
- Liaise with creative, digital and media agencies to manage brand and social media channels basis consumption pattern of target customer, in-line with brand codes a quintessentially Saudi snack with local flavors to uplift mealtimes
- Define, lead & execute brand partnerships & sponsorships with third parties/partners to enhance equity in “National Pride” platform
- Partner with marketing services team on media properties to amplify brand message & break clutter
- Manage existing product packaging updates and NPD pack designs ensuring the brand identity is adhered to
- Partner with Trade Marketing to drive Trade Marketing agenda & execute retail marketing programs
- Analyze consumer behaviour, market trends & competitor activity to identify potential growth opportunities
- Drive innovation agenda for brand portfolio, core product enhancement opportunities & flavor range enhancement initiatives in collaboration with insights, research, and production teams
- Drive brand positioning to win in anchor spaces - communication codes, securing sufficient A&M for successful campaigns, robust flavor & innovation launch pipeline
- Ensure right channel mix & campaign plans to optimize target consumer reach

Qualifications:

- Graduate/Post-graduate from premiere institutes preferably related to Busines
- 10-15 years of experience
- Prior FMCG brand marketing experience**Competencies**
- Brand building & activations
- Led new brand/sub-brand launch hands-on
- Drove strategic direction in creation of extensive & detailed brand plans
- Oversaw & managed BTL activities like pack design, PR, digital & shopper
- Involved in selection of appropriate media agencies to drive marketing agenda

**Stakeholder management**
- Strong cross-functional collaborator and influencing senior stakeholders & subordinates
- Exposure to internal commercials, financial acumen including brand P&L awareness
- Project management
- Strong project management skills and ability to lead projects through business stage-gate process
- Experience of 3rd party agency mgmt.