NestléBrand Manager - NESCAFÉ Pure Soluble Coffee & SEM Lead NESCAFÉ Mainstream Variants
Feb. 2021 - Jan. 2024SerbiaManaging all projects for NESCAFE Mainstream (Crema, Black Roast, Strong and Mild) in the South East Market. Implementation and cascading of all ZONE-level projects to local markets - campaigns, communications, new launches.
The main responsibilities: 1. Preparation of marketing strategy and integrated commercial planning for given category and country (MBS/ ICP – Adriatic NORTH HUB markets); 2. Consumer expert for strategic brand; Actively participates in category development, all in line with SBU (Strategic Business Unit) guidelines; takes care of brand representation; 3. Suggests price positioning per sales channel and product; Price positioning for each market, control and execution; 4. Suggest and implements Innovation / Renovation strategy for brand/product as part of I/R process; Prepares I/R plan in line with SBU for given category, based on local consumer needs; 5. Plan and prepare local launches (drive and monitor the performance); 6. Responsibility for brand plan execution according to all given marketing elements; 7. Product management: product portfolio optimization, development, detailed knowledge of own and competition product; 8. Consumer promotions: pre/post evaluation (promotion success analysis and next steps); 9. Positioning / distribution: promo materials development responsibility, PPL, inputs to distributors in countries with indirect RTM; 10. Sales support - preparation of all materials needed for Sales, in line with agreement, POSM tracking; 11. Understanding of profitability of the category and continuous active improvement; 12. Tracking of market shares, sales data and understanding and active participation in monthly planning process; 13. Responsibility for information flow and multifunctional cooperation with other departments inside given category; 14. Monitoring of Market share, Sales out data and understanding the process of DF; 15. Clear communication with developed presentation skills.