Participate in the development of Marketing strategy (pricing, packaging, etc.) of assigned
brands along with the Head of Marketing and Business Development
Build value proposition for the assigned brand portfolio for the short and long term in line
with organizational objectives and goals
Work alongside external Brand Principals (where relevant) to develop and align on market
level brand and sales activities across channels
Act as a steward for the assigned brands and maintain brand integrity and consistency
across all marketing initiatives and communications
Develop strategy and communication programs which effectively reflect the brand objectives to build brand equity of the assigned portfolio
Conduct research to define targeted customer segments and determine the key values
and characteristics that drive buying behaviors for each segment
Monitor and manage health of assigned brands in order to meet the brand objectives and
brand health indicators
Monitor and manage the trade spend and market activation budgets for each brand responsibility – either with the Brand Principal or for Mezzan
Develop and oversee implementation of brand strategies and associated marketing themes across channels (print, web, social media, broadcast, etc.) based on consumer and sales insights to improve health of assigned brands
Oversee the new or ongoing marketing and advertising activities of assigned brands and ensure alignment with the organization’s branding objectives
Launch and manage brand initiatives based on research insights in order to introduce new products that meet consumer requirements