Job Description:
Job Purpose/Overview:
The role defines the activation strategy in conjunction with the LM and executes our activity plan within our customers to bring our brands and events to life for shoppers, in a way which contributes towards delivery of the retailer’s own strategies.
Key responsibilities:
Actively supports Brand Growth:
Supports shaping of brand strategy by acting as a strong co-pilot for the Brand Manager
Develops Activation Plans with the Brand Manager and deploys with excellence for the assigned brand. Focuses on the POS first and support shaping and executing holistic concepts to deliver the annual activation plan (POS, Promotions, Sampling, Tasting, digital, PR)
Growth Initiatives Delivery:
Deploys global Toolkits and EBAs and drives local relevant holistic omni-channel execution with excellence
Leads and develops local brand equity activation ideas with strong sell-in as well as sell-out mechanics for the market in close collaboration with the respective brand manager
Executes all activities with excellence and ensures best-in-class NPD instore-launches
Drives the overall local instore presence (shelf, displays, POP, permanent 2nd location) for the assigned brand in line with global brand guidelines
Work close with KAMs and propose customer centric brand-activations for partner-customers
Compelling sell-in and impactful POS materials:
Develops strong selling trade-/ customer-stories
Develops all materials needed (sales folders, customer leaflet, trade ads, etc) in-time and supports smooth introduction for all growth initiatives (NPDs, EBAs, POS promotions, etc)
Drives high quality display (format, design, assortment) as well as POS materials to attract shoppers with our brands and maximize sell-out
Steers the development and production process and alignment with BGT and x-functional counter parts
Insights and Learnings:
Builds on existing Shopper-, Customer-, Channel- and Category-Insights to maximize impact of activation and sales-materials
Brings expertise in the team on relevant local Shopper & Customer Insights in close cooperation with CMI, CatMan and CBDs
Is accountable for post implementation analysis (PIA) of EBAs and POS-Activities to continuously improve.
Connect & Collaborate:
Be an active co-lead with the Brand Manager of the cross functional Brand Growth Team (BGT) in the area of activation
Drive passion and engagement for the assigned brand internally and be the contact for the Field communication
Drive sharing with other markets, segments and global teams and seek for other market proven activations, promotions and mechanics to reapply with local excellence
Identify best practices, codify POS learnings to strengthen the local plans
Identify best practices, codify POS learnings to strengthen the local plans
Key Mars Leadership Competencies:
• Customer Focus
• Interpersonal Savvy
• Plans and aligns
• Drives results
Key Functional Competencies & Technical Skills:
• Category and Market Knowledge: Advanced
• Convert insights into action: Advanced
• Execute and evaluate results: Advanced
• Shopper experience design: Advanced
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What We Do
For more than a century, Mars, Incorporated has been driven by the belief that the world we want tomorrow starts with how we do business today. This idea is at the center of who we have always been as a global, family-owned business. Today, Mars is transforming, innovating and evolving in ways that affirm our commitment to making a positive impact on the world around us.
Across our diverse and expanding portfolio of confectionery, food, and petcare products and services, we employ 133,000 dedicated Associates who are all moving in the same direction: forward. With $40 billion in annual sales, we produce some of the world’s best-loved brands including DOVE®, EXTRA®, M&M’s®, MILKY WAY®, SNICKERS®, TWIX®, ORBIT®, PEDIGREE®, ROYAL CANIN®, SKITTLES®, WHISKAS®, COCOAVIA®, and 5™; and take care of half of the world’s pets through our pet health services AniCura, Banfield Pet Hospitals™, BluePearl®, Linnaeus, Pet Partners™, and VCA™.
We know we can only be truly successful if our partners and the communities in which we operate prosper as well. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire our Associates to take action every day to help create a world tomorrow in which the planet, its people and pets can thrive.
