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Tiger Brands Limited, a Top 40 JSE Limited company whose footprint extends across the African continent and beyond, is one of the largest manufacturers and marketers of FMCG products in Southern Africa, and has been for several decades.
Tiger Brands has been built over many decades through the acquisition and clustering of businesses. Our strategy for succe...
THE JOB AT A GLANCE
You are accountable for the development & delivery of strategic Shopper Plans by Channel/Cluster (incl. digital & e-comm) providing clear direction for category & brand presence, value, & shopper engagement to profitably maximise basket conversion & drive category/ brand growth in line with the Brand Must Win Battles & Commercial Objectives. These plans are to be built on a platform of robust commercial analytics of portfolio & pricing dynamics/scenarios ensuring that competitive brand positioning, shopper/trade value, & business profitability are optimised. You are expected to elevate the contribution of Shopper Marketing within your Business Unit, continuously develop your personal capabilities, and contribute to making Tiger a great place to work.
Responsibilities
WHAT YOU WILL DO
CATEGORY & SHOPPER UNDERSTANDING
- Motivate for & deliver Shopper Research, extracting key insights & delivering recommended action plans to leverage the associated growth opportunities
- Scope out & evaluate all shopper media platforms & touchpoints across channels/clusters as a basis for media selection in support of shopper plans
- Undertake deep dive category & basket analytics to identify shopper-led trends, upside opportunities, & potential threats at category & brand across channels/clusters
STRATEGIC SHOPPER PLANS
- Work closely with Marketing to develop strategic shopper plans (incorporating shopper presence, value, & engagement) in support of brand equity building/share gains, innovation launches, & purchasing behaviour to drive brand participation in targeted consumption occasions & usage, determining & managing associated shopper activation budgets
- Collaborate with Trade Marketing to build Channel/Cluster “Look of Success,” launch GTM plans, & shopper campaigns to deliver the strategic shopper plans as well as Channel/Custer/Customer specific initiatives to take advantage of identified basket conversion opportunities for category / brand.
- Support Trade Marketing in building commercial arguments for customers & providing strategic shopper inputs into Joint Business Planning & Category Reviews.
- Quarterly strategy reviews are to be undertaken and Shopper Marketing Plans revised accordingly in response to changing market dynamics, new opportunities, & Identified risks.
REVENUE MANAGEMENT
- Work closely with Revenue Management & Trade Marketing to:
- review pack: price architecture by channel/cluster to competitive satisfy shopper needs & optimise range performance for TB & the trade
- determine optimised promotional mechanics & pricing levels by channel/cluster to drive brand switching & profitably build basket size/mix in line with shopper plans
PERFORMANCE MANAGEMENT
- Ensure that all shopper marketing plans are executed on time & in full, delivering the objectives/ROI set, timeously addressing delays & shortfalls
- Proactively drive launch GTM to maximise the impact & traction of brand innovations in targeted trade outlets
- Prepare routine reviews of category & brand performance (sales out / basket KPIs) detailing causes of gaps & proposing responsive actions to address shortfalls & capitalise on opportunities
- Support Trade Marketing in Customer Reviews & JBP Status Updates with shopper-led insights & recommendations on growth driving initiatives.
WHAT YOU WILL BE MEASURED ON
GROWTH PIPELINE
- Achievement of the total budget for the Business Unit (NSV / Volume/ Margin / EBIT)
- Execution Excellence of Perfect Stores, Innovation GTM, & Pricing
- Delivery of Shopper Marketing Plans
SATISFY CUSTOMER NEEDS
- Customer Rating of Customer Marketing
- JBP Live & Actioned
EFFECTIVE COST MANAGEMENT
- ROI on shopper campaigns & promo pricing
- Activation & expense budgeting
AUDIT FINDINGS
- No negative audit findings
EFFECTIVE TEAM MANAGEMENT
- Personal development & career plans
PRESENCE – ranging, merchandising, permanent visual materials & messaging
VALUE – pack/price offer, promotional pricing/mechanics, SOV, messaging
ENGAGEMENT – theme & tactical campaigns & activations (incl. customer led)
Qualifications
WHAT YOU NEED TO BRING
SHOPPER LEADERSHIP
- Leverage understanding of shoppers & their role of in category/brand growth to build credibility with & establish effective working relationships with marketing, Trade Marketing, RM, Sales, & Ops, whilst establishing credibility & influence with key customers
ANALYSIS & INSIGHTS
- Demonstrated understanding of the key processes of shopper analytics, with confidence in working across market, basket and research data to extract meaningful and actionable insights
PROJECT MANAGEMENT
- Effective project management skills, proactive performance management and commitment to the achievement of business objectives set
IMPACTFUL COMMUNICATION
- Strong communication and presentation skills to build compelling shopper stories that engage and influence both internal & external audiences securing their active support
EXPERIENCE
- 3-year bachelor's degree in a commercial field
- 2-3 years' work experience across FMCG Trade/Category/RM
- Category management experience is advantageous
- Time in Brand Marketing is considered useful
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