Sr Associate Brand Manager

Position Title: Sr Associate Brand Manager

Location: Guadalajara, Jalisco (Providencia Office)

Advanced English

The Sr. ABM will develop and implement comprehensive marketing strategies to achieve brand and business objectives. 

The Sr. Associate Brand Manager is responsible to:

• Collaborate in AOP (annual brand plan) planning, alignment and KPI’s setting
• Conduct brand performance + market trends + consumer-research analysis to uncover insights for brand positioning development, guide innovation, PPA (price and promo architecture), Commercial plans and relevant Comms   
• Lead coordination, execution, optimizing and monitoring of Comms campaigns, portfolio optimization, product development, financial performance, Price/promo strategies, Inno launches.
• Foster collaboration and drive cross-functional projects to achieve brand and business objectives.
• Develop Brand coordinators and trainees reporting to him/her.

The Sr. ABM must have a keen view/knowledge of marketing and the environment including a) general external and internal trends impacting the business; b) competitive assessment; c) marketing mix management; d) Financial KPI’s (P&L); d) Comms and Media management. And requires solid analytical skills to sort through data to make well-reasoned conclusions and translate the learnings into business plans/actions on Mkt mix.

To effectively perform his or her duties, Sr. ABM must be proficient in all of the following key qualities as defined by the Hershey Company:  

• Project management
• Analytical skills
• Problem Solving
• Communication and Collaboration
• Proactivity and Creativity. 

Major Duties/Responsibilities:

• 10%Understand the target audience, identify trends, and conduct qualitative and quantitative analyses to support strategic development.
• 40%Manage the brand portfolio, including product improvements, launches, and rationalization.Oversee and follow up on the brand communication plan, including media and point-of-sale (POS) strategiesLead cross-functional efforts to address plan deviations and meet brand/business goals 
• 30%Monitor brand performance across channels to identify growth opportunities.Analyze competitor performance using insights gathered from consumer research.
• 20%Guide and Develop talent: Brand Coordinators and traineesPersonal Capability Development Be responsible and committed for self-training and development plan.Be the ‘owner’ of self-continuous growth under the supervision of the Sr/Brand Mngr.

Minimum knowledge, skills and abilities required to successfully perform major duties/responsiblities:

• Ability to apply comprehensive:
• Research/analytical skills and strategic thinking 
• Marketing knowledge and principles
• Financial and P&L knowledge & management
• Comms development and media planning and management 
• Ability to learn and apply new skills quickly.
• Ability to develop pattern recognition and information synthesis skill set.
• Must be able to learn to utilize (or when necessary, create) innovative analytical approaches to address business questions and situations.
• Must be able to effectively work in conditions which include multiple and sometimes conflicting or ambiguous priorities, extended work schedules, and short time constraints.
• Must be able to satisfactorily meet deadlines.
• Must demonstrate an intellectual curiosity indicative of the ability to learn to ask thought-provoking questions.
• Can effectively interact with cross-functional teams.
• Must have excellent communication skills.
• Travel is a requirement of this position (10-20%). Potential international travel. 
• Modern business computer skills absolutely required (to include strong working knowledge of all M.S. Office products).

Education:
Bachelor’s Degree required (Marketing/Management, high achievement and quantitative ability primary considerations).

• Experience:
• Marketing Experience:  4+ years.   
• Brand management experience (as ABM) +2Y
• Working knowledge of syndicated data (e.g., Nielsen).
• Product Development experience and successful launches 
• Project management experience with stage gate process

Business Experience:  3+ years.
Background in consumer-packaged goods 
Experience in cross-functional disciplines a significant plus (e.g. finance, category management, media, mkt research, etc.)
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