Principal Objective:
Primary accountability for achieving brand sales and P&L (including NOP) targets for brand(s) in country. Works closely with Business Development Manager and Regional Brand Sales and Marketing VP to set goals, develop, and implement plans.
Accountabilities:
Ensures Customer Growth
Seeks guidance, review, and input from Business Development Manager and Regional VPs to negotiate counter/store site selection with business partners. Final decision lies with the Business Development Manager.
Building business partnerships
Manages Operational Effectiveness
Negotiates yearly sales targets for brand with distribution.
Ensures consistent interpretation of brand global objectives and strategies.
Improves Business Processes
Achieves budgeted sales and profitability goals for assigned markets
Leads and Develops People
Developing goals, budgets, and plans
Monitors for appropriate implementation of brand identity tools. e.g: merchandising guidelines, media positioning, catalog advertising, product assortment, sales staffing, and store/site selection.
Manages Operational Effectiveness
Works closely with PR and Advertising to ensure that brand objectives are clearly understood. Develops and periodically re- evaluates campaign.
Represents brand in a professional and positive manner when interacting with staff, customers, business partners, and representatives of advertising agencies, the press, and government.
Ensures that regions are provided with ongoing brand training.
Promotes and Protects Brand Identity
Ensures that brand image and position are properly maintained in people and materials, in accordance with corporate standards.
Ensures Customer Growth
Creates and maintains a network of cooperative relationships with business partners and key customers.
Works with regional Brand VPs and Business Development Manager to:
- Consider global brand guidelines and offerings to develop marketing and sales strategies to maximize sell- through
- Consider global brand objectives to set challenging yet attainable brand sales and profit goals for the brand
Develop Sales objectives, plans, and programs
Develop marketing and media plans, calendars, and tools
Formulate brand marketing objectives and programs for the brand
Make product selection, assortment, and pricing decisions
Makes decisions on promotions items (including collateral) and creative concepts
- Develop plans for Training, Merchandizing, Store Design, and PR
Collaborates with Regional Brand VP to work with
Communicates proposed deviations from global marketing guidelines and offerings to Regional Brand VP.
- Brand Marketing, Product Council, and Labs to develop products exclusive to market
- Brand Marketing, Creative, Visual Merchandizing, and Packaging to develop promotional items, creative concepts, and packaging specific for market
- Global Communication to develop communications specific for market
Collaborates with Finance Manager, Business Development Manager, and Regional Brand VP to set fiscal plans and efficient budgets.
Proposes media and advertising choices and collaborates with the Regional VP and Business Development Manager to negotiate rates with business partners. Final decision lies with the Business Development Manager.
- Works with Regional Trainers, Brand Education in New York, and the Regional Brand VP to coordinate development of TR training tools.
Goal, budget, and plan execution
Leads activities associated with new door and market launches.
Prioritizes key issues and allocates resources based on need.
Ensures strong execution of brand marketing and media plans/calendars and major launches.
- Eg: choosing space and location, registering and forecasting products, ordering testers, designing counters, hiring and training personnel, and developing the marketing calendar and launch plan
Coordinates field execution and provides feedback to Regional Brand VP.
Ensures that no grey market is created. Solves grey- market issues.
Leads team to develop trade presentations and strong sell- through systems.
Improves Business Processes
Manages brand advertising and promotional budget.
Develops sales cycle material (or appropriate materials for support at point- of- sale) for sales force to meet specific distribution channel requirements.
Assists sales management in key customer contact to follow up promotional efforts and keep informed of sales- force needs.
Conducts post launch evaluation analysis of major programs.
Oversees forecasts to ensure planning accuracy and appropriate inventory levels. Develops plans to reduce excess inventory levels.
Works with Regional Brand VP to ensure that affiliate receives products, promotional material (including collateral) art work, and other support within timelines.
Reviews monthly brand data and budget results with Finance and Regional Brand VP to proactively remedy potential problems. Agrees upon adjustments.
Interfaces with Regional Forecasting Managers to ensure that correct weighted product mix and current sales objectives are reflected in saleable product forecast.
Responsible for forecasting new products and promotional materials in coordination with brand Forecasting Manager (NY), Marketing Services (NY), and the Regional Brand VP.
Works with Regional Brand VP and Business Development Manager to identify opportunities for
Identifying Opportunities
- streamlining operations, reducing costs, and implementing financial and management technologies to enhance efficiency of brand operations
- cooperative initiatives across brands in affiliate
- cooperative initiatives across region for brand (Eg: marketing, promotions, business partner contacts, process improvements)
Evaluates competitive challenges for brand and identifies opportunities for growth and profit enhancement.
- Monitors competitive activity and trends in markets, customers, products, prices, and channels
- Conducts P&L analysis by door
- Identifies opportunities and risks, provides feedback to Regional Brand VP, and develops recommendations and initiatives
Works with Business Development Manager and Human Resource Managers to ensure appropriate staffing and establish performance management and development initiatives.
Provides direction. Clearly communicates priorities and required results.
Leads and Develops People
Provides leadership, guidance, and management to direct reports.
Ensures that strengths and skills of personnel are developed; monitors training with further coaching and counseling as needed
Maintains appropriate communication within and between the different functional areas of the brand, within the region, and with New York headquarters.
Ensures proper training of field force and office personnel.
Establishes high workplace operating standards and values.
Identifies opportunities to develop high potential staff through involvement in new projects, expanded accountabilities, promotions, and/or transfers.
Sets performance objectives for direct reports.
Acts with integrity – honors commitments, takes responsibility for decisions, and behaves consistently.
Shapes environment to foster open communication and teamwork.
Provides coaching, constructive feedback, development opportunities, and recognition to direct reports and key distributor personnel as appropriate.
Resolves conflicts and negotiates win- win solutions.
Articulates a compelling mission – a compelling mission beyond the day- to- day tasks – in a way that inspires others to follow.
