Product and Brand Strategy Manager

1 day ago


Fatih, Istanbul, Turkey La Lorraine Bakery Group NV Full time

About Us: La Lorraine Bakery Group NV is a leading company in the bakery industry, with a strong commitment to innovation and quality. We are a 100% Belgian family holding that unites all legal entities of the 'Milling division' and the 'Bakery Divisions', with production plants in 17 countries and export routes to over 35 nations.

We are seeking an experienced Assistant Category Marketing Manager to join our dynamic team at our Headquarter Istanbul Asia. The ideal candidate will have a proven track record in product, brand, and category management, preferably within FMCG, and will be able to leverage the performance and efficiency of each category, define category strategies, and develop the category mix for the best value proposition.

The successful candidate will have a university degree, preferably in Business Administration or Industrial Engineering functions, and fluency in English. They will also be able to work effectively with cross-functional teams and analyze market research to develop proactive and reactive category strategies.

Key Responsibilities:

  1. Leverage the performance and efficiency of each category.
  2. Define the category strategies and develop the category mix for the best value proposition (both BtoB and BtoC).
  3. Segment products within a category matrix, depending on the consumer types and price points.
  4. Determination of product prices in collaboration with the Finance team.
  5. Increase efficiency by decreasing substitute products (cannibalization) and increasing complementaries.
  6. Launch Plans & Strategies, in line with shopper & customer centricity.
  7. Drive "New Product Development" according to the gaps in the category matrix.
  8. Track the performances of assortment and optimize accordingly.
  9. Cascade the strategy to field and customers on landing right category mix in trade in the right way.
  10. Excellence Agency management (Digital, Creative, PR).
  11. Create category tactics for retail on foodservice customers in line with customer classification.
  12. Maximize in house shares and penetration in stores through efficient CRM management in collaboration with the retailer.
  13. Analyze the market researches, develop proactive and reactive category strategies, built on research and market share insights about competition in market (co-work with trade marketing).
  14. Bridge between brand, trade marketing, NPD, sales team and international marketing teams.
  15. Work out LL brand strategy & positioning in BtoB and BtoC with the best value proposition & right mix.
  16. Enrich value proposition with the right content & story-telling.
  17. Improve customer and consumer centricity.
  18. Create experience and WOW.
  19. Execute brand activations within trade and outside trade effectively.
  20. Define and build a LL media/digital strategy and mix, in line with the brand & category goals.
  21. Decide the optimum mix of social media investment and maximize coverage reach in social media. Track figures and develop constantly.

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