BRAND MANAGER UMS

Purpose of the Role
The Brand Manager is a key member of the marketing team with P&L, brand planning and execution responsibilities for the entire UMS (Upper and Mainstream Spirits) brands. The purpose of the role is to manage the planning and execution of growth strategies for Guinness Ghana UMSS brands to deliver our brand equity, share, volume, and profit goals.
The Brand Manager owns the briefing and insight development and plays a pivotal role of inspiring and driving brilliant execution at all consumer touch points. They 'know the business code' that is are on the ground; are attuned to the market and consumer trends, preferences, on/off trade dynamics, and provide rich insights to ensure our brands are embedded in culture and are continually recruiting new users.



Key Accountabilities
The Brand Manager shall be assigned specific brands to deliver the task below. Additionally, s/he shall be assigned portfolio contribute to the following:
• Develop the annual marketing plans (MBPS) for selected UMS/Mainstream Spirit Brands - Smirnoff Spicy Tam, Captain Morgan Rum, Gordons TM, Black &White Whisky, Smirnoff Chocolate Vodka and Orijin Bitters
• Champion the relevant brand amongst internal and external stakeholders and ensure volume, profit and market share delivery
• Own the flawless execution of plans to deliver brand/category NSV, Volume, Gross margin, market share & Equity goals.
• Collaborate with Customer Marketing to develop and execute high impact through the line campaigns
• Coordinate with cross functional team members (marketing, commercial, supply, finance) working on the brand to ensure brilliant holistic execution of brands plans.
• Demonstrate strong soft skills to ensure strong working relationships which are critical to delivery of every task.
• Work with strategic partners to develop UMS/UMSS activity plans based on a clear understanding (through M&E and effectiveness review) of the impact of both new & existing activities.
• Develop and submit UMSS monthly brand performance (rationale & commentary of brand volume, brand health, brand share) and key drivers of performance. Development of brand updates for Exec on request.
• Guide Business Performance Management Process including P&L tracking, Market share monitoring, Spendwise, Brand equity tracking and Category performance with a focus on positive ROI. Proposes corrective actions or M4Ms, as needed.
• Maintain the highest standards of execution and ensure personal excellence in the execution of brand communication and activation strategies.
• Own the relationships with agency partners, providing written briefs and de- briefs using DWBB format, formulation of accurate work plans & fair PRIP proposals, retainer negotiations and regular performance reviews.
• Provide meaningful input into the S&OP / PMR process (volume forecasting & A&P).
• Support the culture of compliance in the Brand team, ensuring full compliance to OMC, DDMC, GAR and CARM

Key Requirements – Qualifications, Experience, Skills
• Experience: 5+years’ experience in brand marketing and strong understanding of the FMCG industry.
• Values: Integrity, accountability, consistency
• Work Ethic: Proactive, Self-starter, reliable, must be willing to work at night,
• Cognitive Skills: Strong critical thinking, must know the latest trends in Ghana across all consumer demographics
• Personal Traits: Curious, high energy, progressive mindset, humility
• Team & Leadership Skills: Effective communicator, collaborative, demonstrates leadership behavior
• Growth Orientation: Passionate about ongoing learning and development