Responsible for leading strategic thinking and management of the portfolio strategy for Australia. Growing our focused/emerging brands is the number one priority across Molson Coors International (MCI). We are seeking a Marketing Manager with proven experience in both end-to-end commercial delivery, and technical brand marketing skills, this individual will be expected to lead the most important commercial brand agenda through the business as well as partner with a talented team of Brand Managers to deliver best in class consumer communications.
Commercial Brand Management:
To develop comprehensive, commercial diagnostics of the brands performance by sales channel with a granular understanding of sales inputs relating to brand outputs. To use this information to highlight specific commercial channel opportunities and / or issues on an ongoing basis.
Support the General Manager in developing the marketing investment and consumer activation for the launch of brands.
Take personal accountability for strong peer-to-peer internal relationships with the Sales, Pricing & Revenue and Supply Chain channels to collaboratively design channel strategies that unlock commercial (P&L) performance
To have a deep understanding of the Brand P&L statement and capital investment profile to optimize the brands commercial delivery into the business. Commercial recommendations are developed and based on our organizational strategy and implemented through sales channel and customer marketing team’s engagement.
Digital Marketing Management:
Grow MCI’s Australia Digital Marketing Capabilities by enhancing, implementing and managing local digital marketing strategy, tools and training.
Participate in all central digital capability building training sessions
Manage internal and external staff support groups, outside suppliers, and digital agencies on specific plans and programs that support Digital Marketing.
Stay current on digital trends, tools and platforms along with digital initiatives in the other business units. Identify and leverage global resources (US, MCCE, CA, MCI) including people, programs and tools applicable for MCI.
Identifies opportunities and makes strategic recommendations for further brand growth in the digital space.
Global/Local Brand Activation:
Global brands understand the brand profiles, and be guided by the brand worlds for each brand, ensure execution reflects the brand strategy in a locally relevant way. Ensure the brand visual identity is implemented as per guidelines and at the same time resonates with local consumers.
Local brands manage and develop the brand profile, develop a brand world/strategy that all partner agencies, distributors and sales force can activate against. Also develop an innovation pipeline that is differentiating and purposeful.
Conduct local consumer brand research and utilise key insights in developing brand activation. For all brands use the MCI IMC (integrated marketing communications) process to activate our brands.
Manage and control brand packaging changes of MCI Global brands through the Distributor partner in accordance with all brand guidelines and standards
Work closely with the Distributor partner to develop ‘through the line’ brand plans incorporating brand lead ATL strategies and effective customer/trade marketing activities. Set-up brand training sessions with our partners and their sales force
Work closely with our partners segmentation/insights model to ensure that MCI brands are not cannibalizing their portfolio and have distinctive roles reflecting consumption occasions in Australia.