BRAND MANAGER. Reporting Relationship and Location. Purpose and Major Challenges of the Role. Role Accountabilities.

Transcription

1 Job Description BRAND MANAGER This job description provides an indicative outline of the purpose and accountabilities of the role. Specific performance requirements and expectations will be included in annual performance objectives. Reporting Relationship and Location Reports to: Department:, Sales and Marketing Sales and Marketing Purpose and Major Challenges of the Role Landcorp produces an array of livestock products (milk, meat, fibre). This brand manager role is the first of its kind in Landcorp s history to support the purpose of transforming NZ farming. Its establishment is recognition of the increased focus Landcorp will have on working in partnership with customers (both in New Zealand and internationally) to integrate milk, meat and fibre into niche premium value chains. The Brand Manager is responsible for developing and implementing marketing strategy and brand plan for Landcorp s existing and new range of products leveraging our newly developed Pāmu Farms of New Zealand brand. The brand manager role together with Business Development Manager and Commercial Livestock Team is to increase revenue and profitability through line of sight, customer connectivity and providing a point of difference to end users and partners in the value chain. The role requires an individual with strong brand and marketing skills, able to anticipate evolving end consumer requirements, scope out new trends, bring creativity and innovation to the marketing of our products. The expectation is to create growth opportunities and effectively connect our Pāmu brand with consumers and customers. Critical to success will be ability to; Research and uncover customer and consumer insights, interpret and articulate key consumer and customer trends Ideation and rapid prototyping to translate these insights/concepts into key benefit platforms and value propositions for the business. Ensure a consistent brand equity and effective, cost effective brand activation plans to build understanding and awareness of who we are what we stand for and how we can make a difference to customer and consumers. Role Accountabilities Consumer And Customer Insight Investigate and develop a deep understanding of niche markets for food and fibre products, evolving consumer requirements and emerging trends in order to develop effective marketing strategies category, customer, consumer, competitor, claims and channel Understand and evaluate the marketing strategies, strengths and opportunities presented by existing and potential partners in the value chain and their fit with Landcorp s strategic direction Job Description Updated Page 1 of 6

2 BRAND STRATEGY, PLANNING and ACTIVATION Develop and implement strategic marketing brand plans consistent with the long-term objectives of the business for Pāmu Farms of New Zealand brand Work with the Business Development Manager to identify, scope and business case key new customers and markets which contribute to our value and volume strategic pillars Develop annual budgets including marketing expenditure in line with the long-term strategic plan. Monitor and review performance (i.e. sales revenue, customer connect and intimacy and profit) and amend marketing plans and activities as changes occur in the external environment (e.g. economic, competitors, etc.). Review the cost effectiveness and efficiency of outside suppliers such as advertising promotional, research and packaging design agencies and establish clear measurable objectives. Develop and deliver brand activation activities on time, coordinating the resources of the organisation to achieve approved business objectives With GM of Sales and Marketing and Landcorp Communications Manager define and develop Pāmu Farms of NZ social media marketing strategy and implementation for the portfolio. BRAND EQUITY Manage our brand Pāmu Farms of New Zealand, responsible for brand guidelines, licensing, implementation and execution with partners/customers In conjunction with Landcorp Communications & Engagement Manager manage internal execution of Pāmu Farms of NZ brand (e.g brand consistency look and feel ) and champion the transition of Landcorp brand to Pāmu farms of NZ brand with key stakeholders, customers and consumers CUSTOMERS Work with value chain partners to develop and build marketing partnerships with manufacturers and retailers / food service companies in key value chains. Develop relationships with local and overseas customers to strengthen Landcorp s understanding of their requirements and enrich the relationship Landcorp has with these partners Create and develop sales tools to support account management OTHER Keep up to date with administrative, auditing and reporting responsibilities required of the position Ensure property and assets are secure and maintained within operational budgets and to required standards Ensure all relevant company policies are understood and adhered to. Job Description Updated Page 2 of 6

3 Dimensions Volume growth target: Value growth target: Operating and/ or Capital budget: Number of Transactions (or relevant measure): Growing our $250m revenue Growing our premiums and EBIT margins Recommendations for Marketing budget expenditure N/A Number of Staff: Direct reports: 0 Through subordinates: Total: 0 Decision Making Authority a) Financial delegations: Nil b) Other major actions able to be taken within delegated authorities: As directed by Reporting Manager Planning and coordinating of own workload with that of the business and division. Major actions and decisions which are recommended to a higher level of management for approval: a. Briefing of agencies to provide proposal and quotation for specific projects. b. Planning, co-ordination and timing of marketing activities with external agencies. c. Commitment to major marketing activities & creative, d. Creative layouts / scripts for brand execution. e. Approval of briefs, eg advertising, promotions and research. f. Initiation of key value propositions/new product or claims development. g. Expenditure outside of budget. h. Approval of Marketing Plans. Key Relationships Internal GM Sales and Marketing Business Development Manager Exec Leadership Team Communications & Engagement Manager External Services Suppliers such as Advertising Agencies, Media Agencies, Market Research agencies, Packaging Design Agencies and Promotional Agencies. NZ processors / manufacturers / marketers Customers food service and retail Industry associations: Deer industry NZ, Beef and Lamb, NZTE Farm Performance Group: Commercial Livestock Managers and logistics team, Regional and Farm Managers, Farming Innovation Manager and team Job Description Updated Page 3 of 6

4 Position in Organisation Chief Executive Officer Livestock Operations Dairy Operations People & Capability Sales and Marketing Chief Financial Officer Property & Environment Commerical Development Marketing Manager Business Development Manager Qualifications and Experience Essential Preferred Tertiary qualification in a relevant discipline, (marketing or commerce) or studying towards a qualification and minimum of 5 years experience Minimum 2-5 years experience in a marketing role Experience at brand management and brand equity management. Market intelligence and competitor analysis Category management knowledge and understanding (food and fibre) Computer literate with software such as PowerPoint, Excel, Word, etc. Highly effective communication skills Marketing major Experience in the food or fibre sector (FMCG or B2B) working in or closely with offshore markets, ideally in key Asian, USA or European target markets Thorough practical understanding of market research techniques and applications. Social media marketing experience Knowledge of and experience with Market Research projects Experience with new product development from concept to launch Ability to build highly effective mutually beneficial relationships with internal and external stakeholders Proactive at remaining current on key trends Able to deal with ambiguity, be agile and flexible and respond quickly to changing environment Resilient, entrepreneurial, proactive and ambitious, demonstrating drive, energy and focus Job Description Updated Page 4 of 6

5 Landcorp Values Deep Insight - Deep understanding of our business, our customers and their customers. Organisational awareness: Understands mission, values, operations, structure and goals of the organisation. Defines our story and seeks opportunities to engage others in it. Decision Making / Judgement: Considers the relative costs and benefits of potential actions to choose the most appropriate. Evolves processes to meet future customer expectations and maximise value. Establishes systems and structures to guide decision making Sheer Determination - To create, to achieve, to lead. Problem Solving: Identifies problems, develops and evaluates options, and implements solutions. Drives strategy and business plan across the Company. Promotes and shares proven solutions, processes and systems. Proactivity: Anticipates and prevents future problems, takes charge to bring about change, and takes initiative within role. Prepares the team for the future. Applies skills successfully in novel situations. Delivers results. Complete Openness - With each other, with customers and partners, and to new ideas. Teamwork: Establishes mutually collaborative relationships with peers, customers and partners. Establishes systems which keep people informed and up-to-date. Self-Awareness: Recognises one s attitudes, preferences, emotions, strengths, and weaknesses. Helps others identify and address areas requiring development. Actively seeks and acts on feedback on own performance. Kaitiakitanga - Guardianship, care and wise management of what s been entrusted to us. Prioritisation: Self-directs own activities through goal setting, time management, planning, etc. Monitors and coaches Managers on best practice. Establishes measures of wise management and performance relating to strategy. Promotes one Landcorp goals and activities. Influence: Asserts own ideas and persuades others to gain support and commitment. Infectious enthusiasm. Develops and effectively uses internal and external networks to improve Company performance Core Competencies Position Specific Marketing Functional Competencies Customer and Consumer Insight: researches, interprets, plans and ability to summarise and articulate key consumer and customer trends, benefit platforms and value propositions, Brand Activation: Develops effective brand activation plans to present brand in a customer/consumer targeted and cost effective manner. Financial Awareness & Profitability: Understands and analyses brand profitability to deliver financial objectives. Category & Channel Planning: Aligns and integrates sales and marketing programmes Brand Equity: Maintains and reflects a consistent brand identity in all brand marketing activity. Confident leadership Enjoys challenges, has the courage to speak up and take action. Relishes interactions with senior managers and peers. Demonstrates effectiveness at leading a high performing team to achieve organisational goals. Sets clear expectations and provides role Creating one team Creates an environment where direct reports are motivated and empowered. Encourages contribution, fostering a strong team culture. Celebrates team achievements. Effectively delegates and shares ownership with direct reports, setting achievable stretch targets. Acts quickly, strongly and fairly Job Description Updated Page 5 of 6

6 clarity. Provides feedback and guidance. Holds staff accountable. Is trustworthy in all dealings. Actively listens with an open mind. Results orientation Focuses on achieving results, constantly delivers on promises. Thrives on a challenge, has the energy to push through barriers, recognising opportunities. Has commercial understanding of how the business operates. Embraces the relationship between stakeholders and the business. Strong Communicator Possess excellent oral and written communication skills. Provides timely and full information so others can do their job effectively and feel connected to the organisation s broader goals. Customer Centred - Satisfied only when exceeding customers expectations. Takes a lead directly from customers to improve product and service offering. Gains and keeps the trust and respect of customers. Awareness of Others Values the contribution others bring to Landcorp, encourages diversity. Is approachable and builds strong relationships across the business and externally, encourages and role models collaboration. Sees the potential in others, understands and cares about what drives different groups. Helps others to progress their careers. Quick and Quality Decisions Makes effective decisions in a timely manner using sound judgement. Focuses on what s important. Doesn t require the full picture to make good decisions and take action. Isn t off-balance when things are uncertain or undecided. when dealing with employee problems. Ensures all team members are treated with respect. Continuous Improvement Creates an environment where learning and improvement is the norm. Actively looks for opportunities to improve and simplify things. Dedicated to providing the highest quality products and services which meet internal and external customer needs. Facilitates and drives change. Relationship Management Knows how to build and maintain constructive and effective relationships. Builds excellent rapport with customers and suppliers, communicates clearly. Inspires and influences others, works well in a team. Resolves issues without discord, seen as a collaborator and team player. Initiative Able to develop a new plan or action to improve something or solve a problem. Demonstrates high levels of initiative. Self Aware High level of engagement. Balances ambition with the needs of the business and others. Embraces the opportunity for continuous learning. Knows and admits own strengths, weaknesses, opportunities and limits. Actively seeks and acts on feedback, learns from mistakes. Has a high level of resilience, and is a calming influence in tense situations. Intellectual and Emotional Intelligence Has the intellect, knowledge, skills and motivation to perform at a high level. Demonstrates emotional intelligence (EQ) to recognize own emotional state. Understands the emotions, needs, and concerns of others; picks up on emotional cues. Job Description Updated Page 6 of 6