Global Assistant Brand Manager - Asahi Super Dry

Company overview

Asahi Europe & International is a subsidiary of Asahi Group Holdings Ltd, a global beverage and food company listed on the Tokyo Stock Exchange, Japan.

Employing > 12,000 people, Asahi Europe & International is the custodian for leading super premium lager brands Peroni Nastro Azzurro, Grolsch, Asahi Super Dry, plus international Czech lager brands, Pilsner Urquell and Kozel.

Main purpose of the job

The Global Assistant Brand Manager works closely with the Global Marketing Manager (Equity) to support the development and execution of assets based on the creative platform and in line with the brand’s mid term/3-year plan. They support the development of the overarching brand communication campaign, as well as personally owning Social Media and Internal brand comms channels.

Working closely with the key markets (US, China, UK, Australia, South Korea) they will help deliver annual activation plans that bring superior results. They will be responsible for supporting the development of the tools driving brand equity and brand growth plans in these markets.

GABM supports the communications agencies’ work, from briefing to execution. He/she is competent at influencing and engaging stakeholders, drawing on previous Global/in-market experience.

Accountabilities and deliverables

• Support the Global Marketing Manager in the production and annual planning of Global comms, desire-driving assets (TVC, OOH, Experiential, PR).
• Lead the production and annual planning of Global Social and internal comms channels, while maintaining overall consistency linked back to Brand Platform
• Be the Social Media expert in the team, sharing cross-industry best practice.
• In partnership with the Insights team, manage campaign development and validation across key markets, reflecting efficiencies across the regions despite different brand challenges and market development stages.
• Responsible for tracking the brand’s equity performance across key markets against the brand dashboard, actively investigating the root causes for performance (good and bad) and course correcting or accelerating accordingly.
• Manage marketing spend/budgets related to activity development, ensuring effectiveness and efficiency

Qualification criteria

• Brand marketing experience (2+y), ideally with a focus on brand communications.
• Experience working on asset development and execution, managing agencies involved in the projects, ensuring delivery.
• Development of brand toolkits, customer sell-in and internal brand advocacy
• Strong project management skills
• Proficiency in English; other regional relevant language skills are advantageous.
• Excellent influencing skills.
• Strategic thinking capabilities, with a hands-on, can-do mentality
• Ability to draw sharp and simple conclusions from sets of data.
• Ability to build and maintain effective and efficient co-operation and relations with various parties in multinational environment
• Drive and proactive approach.

Key Competencies

• Insight development: Capability to understand and develop deep understanding and rich insights around our category, consumers, shoppers, customers, channels and competitors to create long term competitive advantage. Able to distinguish observations, facts and real insight in a natural way.
• Foresight: Ability to see beyond today and, more often than not, correctly identify relevant consumer trends and translate to business opportunity.
• Exceptional brand marketing skills: Successful background demonstrating brand marketing competencies: campaign development and execution, packaging development, agency management / leadership, insights and tracking / reporting.
• Brand development skills: Proven examples of brand building fundamentals – Positioning, Creative Platform and consumer facing executions that drive results.
• Commercial Management: Comfortable working with financial KPIs with proven ability to drive profitable revenue growth. Understands the key levers driving brand profitability (volume, pricing, channel / customer / pack mix, COGS, CAPEX), can quickly diagnose the root causes and propose adjustments to the base plan.
• Cross functional engagement: Proven ability to work across Commercial, Supply Chain, Finance, HR, Corporate Affairs. Can establish trust through building strong personal relationships and credibility than enable a deep influence across the business.
• Business Acumen: Having the commercial understanding, tools and competency to build brands, through Channels, Stakeholders and Customers, supporting our company’s financial objectives and revenue goals.
• Stakeholder and Project Management: Maintaining key relationships with external agency stakeholders and key internal partners delivering excellence in the management of projects