Brand Activation Manager - Trade

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The role of the Brand Activation Manager is to lead, develop & execute the in-channel BTL activation strategies & plans for our owned portfolio of beer brands that allows us to win with consumers and meet our customers’ needs in doing so. The Brand Activation Manager will ensure our brands win with consumers and deliver for our customers in a way which builds both positive brand building equity as well as short term sales targets.

This person works within the brand team as the channel expert, to translate brand strategy into brilliant channel activations, and with the Channel Strategy & Planning team to ensure they are executed with precision via our sales team & customers.

• Develop & deliver BTL plans for the respective brand group (Beer) & channel (On Trade) as part of Brand teams.
• Create and execute clear and powerful BTL brand activation plans using strong brand & channel understanding.
• Brief and manage output of chosen BTL agencies to deliver agreed consumer & customer metrics.
• Lead development of all brand assets—POS, glassware, founts, merchandise, promotional assets.
• Play a role in brand planning processes and develop actionable BTL strategies that enable brands to deliver against consumer strategies and channel sales & profit.
• Use category and insight led approach with consumer, market, category & communications best practice to define appropriate strategies and solutions.
• Inform decisions on brand strategies across channel with thorough market, consumer & channel insight focusing on ROI.
• Support execution of ‘gold standard’ brand activations on the beer brands, delivering on time & budget to hit annual calendar across the channel.
• Lead creation of innovative, impactful brand activation plans utilising digital & comms channels both our own and customers’ to cut through with consumers.
• Create strong sell‑in materials for brand activities for sales teams and customers, bringing compelling brand & commercial stories to life.
• Set clear KPI’s and measures across all campaign performance, making recommendations based on thorough performance review.
• Manage all BTL activation projects via the PDM process to ensure governance & legal requirements are met.

• Comfortable managing a diverse workload of projects.
• Consumer insight driven, business planning, commercial strategy and creative skills a must with proven ability to translate into compelling narrative for action.
• Track record in building successful relationships with internal and partners.
• Ability to think conceptually yet retain strong attention to detail.
• Strong ability to build and leverage relationships with internal teams, senior management, agencies and consultants.