Private Label Marketing Manager
Jeddah, Saudi Arabia
Job Description
Building PL brands as destination brand to contribute in making Nahdi as a Love Mark; by building brand equity for strategic brands, creating awareness & influencing consumers to purchase Private Label. This is phased into 2 major roles: 1- Manage the Brand Development (Brand Creation) and Brand Building (Brand Sustainability & growth on existing range) for Private Label Brands under the respective Division he/she is managing . Vis a vis Developing Marketing Plans, and managing execution, operation, promotion & communication plans as well as reflecting consumer insights for their respective categories through the collaboration with the concerned stakeholders to ensure proper positioning and communication to meet Nahdi’s strategy. Accountabilities Business Understanding & Alignment:
- Develop solid understanding of the respective division and consumer insights through research, consumer & trade visits, as well as Nuhdeek Data & Omni insights; to be able to develop engaging brands (Brand persona & packaging designs) as well as creating strong brand communication for Nahdi’s Brands that would fit the Division’s Strategy.
- Track the performance of Key brands respective to the category, as well as the competitor landscape; Measure the performance, track the category audit per region, study the impact of all marketing activity, promotion plans through constant reporting and updates of progress monthly using dashboards of which he/she will ensure business growth, brand equity and the achievement of the set KPIs
- Lead & manage the planning forums for PL & Exclusives with commercial, sourcing, operational and cross marketing team members (omni channel; nuhdeek; instore; promotion team & Catmar) on Campaigns, Launch plans and design updates, Key Offers (that will be supported via communication), and PL Projects (initiatives). .
- Prepare key consumer/ category insights and recommendations on the assortment to build the right Brand Portfolio on Destination Brands.
- Overlooks & manages external consumer panels, focus groups, decides on level of investment and depth required for external consumer insights/ product testing/ focus groups, and any relevant consumer engagement that feeds into innovations and marketing activities for PL Brands
- Manages Consumer testing (internal for small projects, external for key projects)
- Build Briefs on Key Projects (Destination Brands) for the Sourcing Team to use as a reference point prior to sourcing
- Engage with PL team on Product pack selection
- Develop Brand Book for destination brands and ensure it is well utilized in the execution phase.
- Responsible for Brand Development & Brand Positioning (naming, packaging, brand tree (the range that the brand can potentially have etc.)
- Manage creative agency on packaging designs.
- Manage packaging process for the respective categories project timeline
- Accountable & Responsible for color proof approval, together with design agency
- Supports Legal team on trademark registration process for NMC brands
- Develop annual PL marketing calendar for the respective Divisions with commercial & promotion team that ties with our new brand equity house and evolves the current activities beyond trade discounts into brand and loyalty building marketing campaigns.
- Lead Divisional Private Label meeting for planning the next 3 - 6-month campaign including;
- Working closely with Category Managers in supporting the lifecycle of product
- Overlooking competitive brands
- Manage and brief agencies for their respective campaign & communication
- Manage the execution of PL brands’ launch & communication through various channels (social media, instore communication, Omni channel, Nuhdeek activities, emails, Leaflet Magazine, mega com, operational engagement, internal communication).
- Negotiates contract with external agencies
- Ensure products are well reflected online & across other communication touchpoints (description, right pack shots, performance, offers, Communication, Visibility)
- Accountable & Responsible engaging employees and pharmacists for the respective PL brands such as sending out internal communication on new brand arrivals (PL & Exclusives) for their respective categories
- Assessing Post Campaign/Project performance (e.g. Effectiveness of Communication, performance of emails, online banners, etc.)
- Liaise with suppliers on Exclusive Brands for their respective divisions in planning out the communication plan for the respective brand
- Track and takes action to all GCC feedback to the respective brands (consumer feedback/ insights/ complaints)
- Responsible in Managing budget tracking for the respective PL Division and ensure agency payments.
- Accountable for the brands performance in respective to the division e.g:
- Contribution, Penetration, number of transactions, Sales impact, Nuhdeek, Omni sales)
- Indoors : 80%
- Outdoors : 20%
- Working Days : 5 Working Days
- Days off : 2 Days Off
- Working Hours : 8:00 AM – 6:00 PM (1 hour break)
- Bachelor’s Degree preferably in Business Management or Marketing
- 3-5 Years of Experience
- MS Office Suite
- Awareness of MS Project
- Experience in google analytics
- Awareness of Digital Communication
- English, Arabic
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Job Detail
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Job IdJD1444864
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IndustryNot mentioned
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Total Positions1
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Job Type:Full Time
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Salary:Not mentioned
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Employment StatusPermanent
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Job LocationJeddah, Saudi Arabia
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EducationNot mentioned