Brand Marketing 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 Busines 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.