June 2011 SENIOR BRAND MANAGER. Roles & Responsibilities. Tea, Coffee, Cocoa 13m+ turnover Zetland House, 5 25 Scrutton Street, LONDON EC2A 4HJ

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1 June 2011 SENIOR BRAND MANAGER Roles & Responsibilities Reports to: Reports: Portfolio: Location: Commitment: Commercial Director Brand Manager Tea, Coffee, Cocoa 13m+ turnover Zetland House, 5 25 Scrutton Street, LONDON EC2A 4HJ Full time permanent: 5 Day Week CAFÉDIRECT "The exciting thing about many of these businesses, such as Cafédirect or Divine Chocolate, is that they are reinventing the business rules." Jonathan Bland, CEO, Social Enterprise Coalition. Our mission is to change lives and build communities through inspirational, sustainable business. We focus our social and economic impact in the developing world. We have been pioneers in ethical business since we were founded in 1991 Cafédirect is the innovative result of Oxfam, Equal Exchange, Traidcraft, and Twin Trading s decision to bypass the conventional market and buy coffee direct from disadvantaged growers in developing countries. Since 2000 alone we have invested more than 3.3 million of our profits directly into the businesses and communities of our Growers, and paid more than 13 million over and above market prices for our raw materials. We began trading three years before the Fairtrade Foundation mark was first used in the UK and we were the first coffee brand to carry the mark, we are the UK s largest 100% Fairtrade hot drinks company. Cafédirect doesn t just buy from growers; we develop long term partnerships with them. We work with over 250,000 coffee, tea, and cocoa growers in 40 registered Fairtrade grower organisations across 14 countries in Africa, Latin America, and Asia. Cafédirect s business model is innovative; Growers hold shares in the company, sit on the Board and have a say in how the business is run. We are committed to bringing quality to life in every sense, so as well as paying a higher price to Growers we also reinvest part of our profits into Growers businesses. Over the last 5 years, we have invested more than 50% of our operating profit into tailor made training and development programmes. This enables Growers to strengthen their organisations and take control of their lives. Despite a vibrant and exciting business model, like many small businesses in the UK, it is challenging times for Cafédirect. The recession has left consumer confidence at an all time low, at a time when competitor brand have adopted fair trade (especially own label) or alternative ethical labels. Cafédirect is responding to this challenge by redefining the brand story & positioning to move us away from only being known as the fair trade pioneer to becoming a contemporary smallholder coffee company, leading the way in ethical business practices. Page 1 of 5

2 Our products are stocked in most of the major supermarkets in the UK, as well as independent retailers and whole food stores, and we have an impressive growing profile in the UK out of home sector. BUSINESS SUCCESS MEASURES * Sales * Gross Profit * Overhead Cost * Operating Profit & Profit Before Tax * Working Capital * Cash * Price Paid Over & Above The Market Price * Financial Investment In Producers Partnership Programme * Volume Of Coffee, Tea & Cocoa Purchased From Grower Partners * For more information see CONTEXT Cafédirect is a team of just under 30 people working to drive the mission of the business. Following a recent restructure we are bringing together the sales and marketing teams to ensure we develop and activate strategies and plans that motivate the shopper & consumer to buy, and our trade customer to support & sell Cafédirect products. Our current Senior Brand Manager is moving with her family to Hong Kong, leaving this vacancy. OVERALL JOB PURPOSE Working closely with the Brand Manager (BM), to create of competitive advantage for Cafédirect within the premium hot beverage category. Responsible for leading the: Brand positioning and Product Strategy of Cafédirect: creating a compelling proposition that engages the consumers with emotional and rational benefits, Marketing mix optimization, in relation to our competitors, to ensure CD wins in the premium hot beverage category in the short, medium and long term Developing a passion for (and understanding of), high quality, tasty delicious, small holder grown tea, coffee, and cocoa within Cafédirect ROLES & RESPONSIBILITIES Product strategy and plan: Consumer understanding and motivation: Work with the Consumer Insight manager to take the insight we have (competitors, consumers, shopper, trends, etc), and drive a compelling vision for coffee, tea & cocoa, grounded in an intimate understanding of consumer attitudes, behaviours and needs. Customer understanding and focus: develop an understanding of the impact of customer and retailing / foodservice developments on marketing and how these will affect the execution of coffee, tea & cocoa strategies. Ensure we have the right portfolio of products to deliver against our target customers needs. Competitor develop a comprehensive understanding of the tea, coffee & cocoa category and the key competitors therein. Keep abreast of competitor actions, ensuring internal visibility of implications for Cafédirect. Page 2 of 5

3 Product strategy: Taking the above as building blocks, own and annually review the threeyear tea, coffee & cocoa product strategy & plan, ensuring that the right projects are in place to drive growth in the short medium and long term Support the BM to champion & own the brand identity, taking responsibility for ensuring the business represents the brand in a clear consistent way on all communications (logo placements, colours, fonts, etc). Implementing clear and simple sign off procedures to ensure continuity of identity. Ensure this works closely with the Communication team to ensure all messaging in on brand also. Innovation Management Identify gaps in consumer needs and generate ways of filling these, either by extending/developing the current tea & cocoa offering or by developing new tea & cocoa ideas. Ensure innovation opportunities are based on a sound understanding of the Gold Standard, supplier capability and the positive impact they could have with our grower communities Project management: use the Cafédirect Innovation and Commercial Planning process to coordinate project approval and the launch plans across the business. Responsibility includes commercial viability, project management and developing of marketing mix for launch. Optimise the potential for tea, coffee & cocoa range development in all channels, working closely with the Sales Team. In particular, define the role of Foodservice in bringing to life the Cafédirect brand experience. Cafédirect Coffee, Tea & cocoa Expert Passionately pursue knowledge on the rational and sensorial aspects of the product (from ingredient to final consumption) working with our supplier partners to challenge and create the best quality, premium, product range possible. Operational Brand Management Working with the BM to each take responsibility for project managing and implementing product led consumer campaigns that may include ATL and BTL activities, as appropriate Support the BM in taking responsibility for product content on the website, and engaging consumers on products via social media etc (working with the Consumer Communication manager) Responsible for driving excellent execution of the product plan, working across departments to ensure activities are understood and optimized, using the Weekly Operation Meeting as a vehicle for this. Define and set targets & KPI s for marketing mix and report on progress to key Stakeholders. Consumer measures e.g. penetration, weight of purchase, awareness. Pricing absolute and relative competitor price points. Portfolio sales growth targets. Portfolio margin targets. Promotional strategy by Portfolio segment. Page 3 of 5

4 With the BM managing the product budget, reporting progress on a monthly basis to the Commercial manager Support BM in the development of a sales tool kit that enable the sales team to be self sufficient in selling and promoting the brand with their customers e.g. product sales aids, brand guidelines for POS, advertising templates for promotions in trade publications etc Team Lead and coach the Brand Manager ensuring objectives and personal development plans are defined and agreed. Collaborate with and influence Sales and Supply Chain to co ordinate their activities to deliver strategic and operating plan projects and objectives. As a member of the Commercial team, actively contribute to the wider Cafédirect brand and commercial strategy. Lead, as assigned, cross functional projects to successful conclusions. PERSON SPECIFICATION Skills & Knowledge 7+ years brand marketing experience in a blue chip FMCG company. Experience of creating a brand strategy from varied and incomplete data, synthesising different inputs into detailed and practical plan recommendations. Good understanding of the UK Multiple Grocery sector. Knowledge of other channels, such as Foodservice, would be useful. Strong evidence of product development experience and the bringing to market of initiatives. Strong evidence of personal achievement in brand development communication plans, including advertising development Experience of premium product marketing preferable Experience of ethical marketing desirable. Evidence of working with Agencies on brand projects. Experience of successful people management and development. Strong team working and project management skills combined with ability to work as part of a cross functional team. University degree or equivalent. Personal Qualities Motivated by the opportunity to take ownership and responsibility for their area Results oriented & driven combined with flexibility to adapt quickly to changing circumstances. Creative & curious with a proven track record of implementing new solutions. Clear and logical thinker with a strong numeric ability. Supported by a rounded commercial awareness. Relish a diverse & fast paced working environment Page 4 of 5

5 Proactive, confident, coupled with strong verbal and presentation skills. Passionate about tea & cocoa, bringing curiosity & creativity in how to engage with and communicate to tea & cocoa consumers. Passionate about contributing to the delivery of the Cafédirect mission. Ability and interest to travel to developing countries to build relationships and gain inspiration to develop the unique Cafédirect brand. Personable, fun, team oriented. A note about Job Descriptions at Cafédirect Our Job Descriptions are not intended to be a complete detailed account of all activities. We re a small business operating in a fast moving and competitive global environment and so we need employees to be flexible about their Roles and Responsibilities. Job descriptions are reviewed at least once a year as part of the Performance Review. Page 5 of 5