Consumer Marketing Manager

Job purposeTo build Kegna's brands with consumers what the brands stand for, how they are communicated and how they are experienced.The role operates within a legal constraint that shapes the whole discipline: above-the-line advertising is prohibited for beer brands in Ethiopia. Every brand-building activity for the beer portfolio is therefore below-the-line, experiential or digital, which puts an unusual weight on events, sponsorships and owned channels.Key accountabilitiesBrand strategy and portfolio: Own brand positioning, architecture and the annual brand plan for the portfolio, including new brands entering the market.Integrated marketing communication: Plan and deliver integrated communication across below-the-line, experiential and digital channels, and ensure every execution is compliant with Ethiopian advertising law for alcoholic beverages.Events and sponsorships: Own the events and sponsorship portfolio as the principal brand-building vehicle for the beer brands — selection, negotiation, activation and evaluation.New product development support: Provide the consumer proposition, naming, pack design and launch communication for products in the NPD pipeline, and lead consumer testing at each gate.Consumer insight: Commission, interpret and distribute consumer and brand health research, and hold the brand truth for the organization.Digital and owned channels: Own Kegna's consumer-facing digital presence, community management and content calendar.Marketing investment control: Manage the consumer marketing budget within approved limits and demonstrate the effectiveness of spend by brand and activity.Team leadership: Lead and develop the five-post Consumer Marketing function.