Woolworths (Pty) LtdBrand Manager: Woolworths Foods
Aug. 2011 - Oct. 2012Cape Town Area, South AfricaRole Synopsis:
As a Brand Manager looking after the Foods Division, I translated the broader marketing plan for relevance in supporting the foods division. To deliver that, I watched marketing trends locally and abroad and closely monitored market competition. Working under the head of Foods Marketing, I was responsible for developing, implementing, and executing marketing initiatives and activities to support the food business to drive sales and repeat purchases while driving Woolworth’s brand pillars and positioning. These initiatives and activities included print, web, social media, tv, events and roadshow campaigns, and internal brand engagement for the Woolworths MasterChef SA sponsorships. My role was to protect the food brands and to do so. I had to contact other departments, such as finance, marketing communications, sales, and product development, to ensure a strategic overview of the business and future market opportunities were followed and aligned with our targets. This would allow me to focus on the Consumer, draw on consumer research, and monitor market trends. Therefore, having a grasp of the target market and potential target markets and partly determining the reactions to the marketing campaigns and how customers are talking about the brand. As the Brand Manager, I played a pivotal role within senior management teams when providing feedback and analysis on crucial brand activity. For example, what return on investment has been seen from campaigns? What has worked well for specific products of the brand, and what lessons were learned from others? Furthermore, I helped to provide input into future activity and feed in to help support corporate strategy and direction, making me a vital business contributor within the value chain.