Dirección :
Key Responsibilities
General Mills has been bringing food the world loves to Latin America & Mexico for more than 24 years. We're rooted in tradition, yet we’re driven to change the future of our industry. To break away from the pack, we welcome all backgrounds, ideas and perspectives to our table. And we remain passionate about continual learning, setting higher goals and empowering advancement. If you share our endless passion for pursuing new ideas and making them real, help us accelerate our success and discover what's next.
Descripción del empleo: Role Overview
By joining our team, you’ll have the opportunity to leverage and stretch your strategic and commercial knowledge areas, building and leading commercial activation plans that create demand for our products and support key brands for growth.
In this role you will be responsible for the strategic development, planning and activation of the Annual Brand Plan, ensuring this plan delivers revenue and profit targets. As part of the Latin-American, Caribbean Distributor Markets, you will help lead the overall brand strategy across the 4P’s, providing appropriate leadership to the wider business, influencing, and working cross-functionally to deliver growth initiatives.
We are looking for someone who is tenacious and demonstrates a personal accountability for achieving brand business results. This individual understands insights and can translate that to effective brand plans, is able to energize and develop people and is a true brand champion. And ideally you should LOVE the product as much as us …who doesn’t?!
Key Responsibilities
This position has two key responsibilities: Brand Management & Markets Activation
Brand Management:
- Develop powerful strategies and tactics that drive brand performance, lead execution to deliver top and bottom-line targets defined in the annual plan.
- Foster strong working relationships with key brand stakeholders, to ensure a strategic NPD aligned to LACDM brand vision and strategies, then plan and lead impactful implementation of the NPD and renovation pipeline
- Partner cross functionally to define & execute growth strategies for the brand across channels.
- Develop, drive, and execute strategic and competitive marketing plans and trade channel strategies (annual trade plans and promotional calendar) for México.
- Line management of the portfolio, ensuring plans translate across channels, platforms and NPD’s with strong power period execution.
- Gather and evaluate market intelligence, shopper trends and trade information to assist management in making better decisions and strategies for business growth.
- Analyze competitors’ products and services, strengths and weaknesses. Provide recommendations and solutions to improve the company’s sales and marketing approaches.
- Responsible for pricing strategy, products positioning in the market and market share growth
- Constantly innovate our selling tools, processes and systems to ensure the sales team have a world class set of tools and propositions to grow sales.
- Contribute to the management of the brand P&L. Understand and respond to the drivers of performance, working in partnership with the commercial teams to optimize plans to deliver annual priorities.
- Manage respective Budget. Ensure the greatest return for every dollar forecasted to spent. Ensure timely and efficient reconciliation of Marketing spend.
- Be the local champion of GM brands - inspire internal and external brand passion & belief and actively build consumer connection.
Market Activation:
Coordinate marketing activities & communication in Mexico. Ensure that our Commercial Team, Distributors and Agencies have the right materials and information to activate locally our brand plans. Specifically, this person will be responsible for:
- Providing strategy. Create and share activation toolkits, as well as key brand info to the markets.
- Determining how to best utilize the budget for the markets (i.e., brand split)
- Understand local consumers needs and translate into strategies that help grow the business in those markets
- Where applicable, partnering with the commercial teams or local agencies to provide guidance on marketing plans.
- Conducting a review of our portfolio and pricing in the markets on a regular basis to provide recommendations to ensure brand profitability and optimize our portfolio, including yearly innovation reviews and recommendations.
- Ensuring all processes are followed for every activity that will run (project briefs, agency briefs, PAs created, getting invoices paid, monthly closing of activities in checkbook, PIE process, and all other processes associated with the go-to-market executions/activations, works with Finance for key analysis).
What we are looking for:
- Bachelor’s Degree in related field. MBA is an advantage.
- 5 years+ brand or trade marketing experience
- Required:
- Experience managing distributors.
- Experience leading teams (direct reports).
- 100% bilingual (Spanish & English).
- Excellent experience in Retail Marketing/Trade Marketing / Category Management or Modern Trade Sales from Consumer Goods /FMCG Industry
- Full understanding of Modern Trade customers and their needs
- Strong analytical experience, ability to use data to develop breakthrough business strategies
- A proven ability to deliver change to tools and processes, and to deliver improvements to a team’s way of working
- Strong influencing, negotiation, and presentation skills
- Experience in P&L management and A&CP budgeting
- Ability to identify and pursue opportunities to deliver great outcomes
- Knowledge of panel/continuous data and exposure to a wide range of market research techniques used in building brands
- Learning Mindset – exhibits curiosity and desire to build expertise
