Brand Activation Manager (12 Month Fixed Term Contract - Maternity Cover)

Job Summary

To manage excellence in Derwent brand and product presentation at points of sale to drive sell-through in both online and physical stores, through permanent, semi-permanent and temporary visual merchandising and the development and execution of market-wide and channel-specific marketing campaigns and promotions.

At times, support the Trade Marketing Manager in the execution of tailored trade & consumer promotional marketing campaigns through varied marketing vehicles for the wider ACCO brands portfolio (Including but not limited to Leitz, Rexel, GBC, Nobo, Esselte, Rapid) across key UK and Ireland OPG channel partners.

This role also leads product knowledge and support from staff in relevant channels through training and staff engagement initiatives. Reporting into the Trade Marketing Manager and a key role in the combined Derwent/OPG marketing team, the Brand Activation Manager works closely with sales and marketing teams across a matrix organisation to deliver centrally driven marketing activity effectively in local markets, with measurable results.

Responsibilities

• Develop a deep understanding of the role each sales channel plays in the shopper journey, converting this into a marketing plan to address customer needs at every stage.
• Develop an intimate knowledge of all channel/partner dynamics, competitive landscape and disseminate this information throughout the organisation to sales, brand marketing and product marketing colleagues.
• Create and manage a set of robust retail and trade brand and product presentation standards for online and offline. Monitor performance and address any compliance issues with corrective measures.
• Co-create annual trade marketing plans, tactical campaigns and promotions that drive demand and sales in line with the overall strategic marketing plan. Including planograms and permanent in-store merchandising, sales support tool and training plans. Innovate new ways to gain brand visibility, vital cut through and clear call to action to close sales. Report on ROI of key initiatives.
• Create an annual promotional trade marketing calendar for priority markets and priority customers which sits within the overall brand plan, utilising joint funding initiatives to support seasonal spikes and maximise key promotional windows. Collaborate with the sales/marketing team to ensure agreed activities are implemented with customers in market.
• Own global forecasting, procurement, and implementation of centrally sourced merchandising furniture, seeking economies of scale and flexible solutions.
• Work closely with the Product and Brand team to build tools to successfully educate and inspire the internal sales team and customers. Share retail/trade toolkits containing guidelines and assets that can be used and executed by local teams/partners.
• Build productive working relationships with relevant buying and marketing contacts in key national retailers and trade partners that work in harmony with the relationships our sales team manage to meet shared objectives.
• Participate in the early stages of the NPD process contributing trade insight to determine product configuration and packaging for optimal in-store merchandising. Conduct trade research as required. Input in the building of a robust value proposition which is clearly articulated on pack and through supporting retail/etail presentation. Manage relevant parts of the GTM plan and execute co-ordinated product launch.
• Convert product knowledge into appropriate execution and tactics, tailored to each channel; including staff engagement and training programs delivered both remotely and face to face.
• Co-ordinate experiential activation in-store e.g. products demos and workshops, at key regional and national events and support the planning and delivery of all brand events with a trade focus.
• Work with Marketing team to ensure new assets are shared with priority customers and deployed across customer web sites.  Support in ensuring compliance with use of assets.
• Monitor and report on retail and trade market trends within the sector with focus on competitor brand activity.
• Manage the A&P budget for brand activation and support the Regional Marketing Director to effectively deploy the overall A&P budget for maximum ROI without overspend.

Qualifications

Degree in Marketing or Business Studies.

Additional language (German) preferable

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