Brand Manager - Tasali

Overview
* Drive strategic transformation initiatives and outcomes for the brand.
* Lead brand strategy through rigorous planning, execution, and monitoring marketing activities - to drive sales and share growth in line with overall corporate strategy and ambition

Responsibilities
* Manage transformation of Tasali including positioning as quintessentially Saudi brand in the anchor demand space, launching localized flavors, capability strengthening, delivery of target impact & stakeholder management
* Incorporate global best practices in marketing & branding efforts to enable a strong positioning for Tasali
* Create overall strategy for launch of new flavors, enhanced product & communication campaigns (ATL & BTL) for the brand
* Work closely with the Transformation Management Office Head ensuring regular updates, escalations & de-bottlenecking basis governance structure
* Lead cross-functional projects for Tasali liaising with internal stakeholders (Sales, Marketing, R&D and Mfg.) to drive initiatives across Saudi flavor delivery, soft-extrude innovations, packaging enhancement, marketing planning & commercialization
* Actively track financial benefits of the initiatives and highlight risks/ gaps to the leadership
* Own insight development, performance tracking and identifying opportunities for growth of the portfolio
* Work closely with BU marketing team to shape innovation plans on flavors, packaging, etc. to drive strong growth
* Responsible for development & execution of annual brand and communication plan to deliver brand targets ensuring fidelity to overall brand communication strategy
* Collaborate with the sales team on account specific and national on-pack promotions and activations; Ensure incorporation of locally inspired, "proudly Saudi" elements to all activations
* Manage contractual process with suppliers - finalizing deal, required approvals
* Liaise with creative, digital and media agencies to manage brand and social media channels basis consumption pattern of target customer, in-line with brand codes a quintessentially Saudi snack with local flavors to uplift mealtimes
* Define, lead & execute brand partnerships & sponsorships with third parties/partners to enhance equity in "National Pride" platform
* Partner with marketing services team on media properties to amplify brand message & break clutter
* Manage existing product packaging updates and NPD pack designs ensuring the brand identity is adhered to Partner with Trade Marketing to drive Trade Marketing agenda & execute retail marketing programs
* Analyze consumer behaviour, market trends & competitor activity to identify potential growth opportunities
* Drive innovation agenda for brand portfolio, core product enhancement opportunities & flavor range enhancement initiatives in collaboration with insights, research, and production teams
* Drive brand positioning to win in anchor spaces - communication codes, securing sufficient A&M for successful campaigns, robust flavor & innovation launch pipeline
* Ensure right channel mix & campaign plans to optimize target consumer reach

Qualifications
* Graduate/Post-graduate from premiere institutes preferably related to Business.
* ‎10-‎15 years of experience.
* Prior FMCG brand marketing experience
* Competencies
* Brand building & activations
* Led new brand/sub-brand launch hands-on
* Drove strategic direction in creation of extensive & detailed brand plans
* Oversaw & managed BTL activities like pack design, PR, digital & shopper
* Involved in selection of appropriate media agencies to drive marketing agenda
Stakeholder management
* Strong cross-functional collaborator and influencing senior stakeholders & subordinates
* Exposure to internal commercials, financial acumen including brand P&L awareness
* Project management
* Strong project management skills and ability to lead projects through business stage-gate process
* Experience of 3rd party agency mgmt.