Responsible for supporting the growth of lubricants within the different Lines of Business (LoBs) and channels in the OU; B2B (direct), Retail, and B2C (indirect) through implementing the appropriate marketing initiatives in line with brand and business strategy.
Specifically, the role:
Provides the relevant market insights for the development and review of the business strategy and the identification of growth opportunities.
Develops and leads implementation of the OU lubricants marketing plan, guided by the Central developed marketing initiatives, the country business strategy and specifics, and in line with the Central lubricants business planning process.
Works closely with the Local Retail Marketing team and Retail Lubes Category Manager to ensure implementation of lubricants initiatives in Retail and coordination with the Retail fuels/CR initiatives to maximize the impact of developed CVPs.
Manages Agency relationships and leverages Contracting & Procurement and best-practices to improve return on marketing investment and maximize initiative growth contribution.
Conduct market/competitor and brand research/analysis that feed into marketing plans and strategies.
Engage with the whole organization (e.g. Sales, Distribution, Supply Chain, Logistics etc.) to address customer feedback
Develop insights and implications from the research, share and interpret the insights/learnings and recommendations with the relevant audiences.
Ensure coordination with other Lines of business Research/Insights initiatives
Provide continuous feed of suspects into the SPANCOP pipeline.
Strategy & Planning
Lead the development of the OU Lubricants Marketing Strategy to achieve defined business objectives across all channels.
Translate business unit objectives and strategies to develop brand portfolio, channel and sector objectives, strategies and plans to facilitate business unit growth.
Develop channel strategies designed to avoid channel/sector conflicts.
Design, and implement the annual lubricants marketing plan for the OU in alignment with the business plan, the marketing strategy and the Central brand and marketing initiatives, ensuring coordination with other lines of business. This will be done with close collaboration with the Central Lubricants Marketing Manager. Manage the SP&A budget.
Set marketing objectives including sales, profit targets, brand indicators, consumer/customer satisfaction measures and ensure follow through to implementation.
Ensure pre and post analysis reports are made for key initiatives/campaigns, track performance of initiatives. Track performance of implementation of initiatives / campaigns vs KPIs.
Lead the development of clear pricing strategies and approaches with the coordination of the Central Pricing & PLM Manager.
Develop the OU lubricants price list and discount policy in line with the pricing strategy and lubes MOA, ensure implementation and trigger/manage reviews.
Ensure brand maps for key SKU’s are updated regularly and provide recommendations.
Monitor pricing performance for key SKU’s, including cost trends, provide guidance to sales for price positioning and pricing review mechanism for B2B customers.
Adapt centrally defined CVPs and lead the implementation of adequate CVP per sector and channel, leveraging the unique dimensions of the respective sector/channel.
Ensure all local sales staff are armed with all the marketing and sales tools required to support the sector/channel CVPs and are fully trained and prepared to deliver these to customers.
Support Indirect Channel RTM strategy and Indirect Channel Excellence implementation; participate in go-forward distributor annual and quarterly Business Plan review sessions and drive channel loyalty.
Product Life Cycle/Portfolio Management
Proactively manage the lubricants brand/product portfolio to ensure profitable and fit for purpose product offer (SKU introduction, review, withdrawal) in liaison with the Central PLM team.
Manage new product introduction in collaboration with the Central PLM team and the relevant local teams to ensure effectiveness in the process end to end, leading the pricing, launch communications and other launch initiatives.
Lead the OU implementation of global product/packaging initiatives coordinated by the Central PLM team.
Professional use of market communications and including the economic use of Market Research, Strategic Planning, Advertising, Media, Sales promotions, Event Marketing, PR, Branded signage, Sponsorships and Database Marketing.
Pro-actively develop and manage production of communication & marketing support tools and materials/collateral.
Tight interaction with Corporate Communications Manager in directing and managing advertising agencies and media agency for the OU.
Ensure correct application/implementation of Brand & Communications guidelines/policies.
Provide input for the S&OP process in terms of promotional activities and other programmes that impact demand and sales forecasts.
Ensure continuous focus on the external environment, drive challenge and innovation
Ensure alignment with the Central Lubricants Marketing team and with the Local Retail Team.
Maximize efficient delivery of the Lubricants Marketing Initiatives
Ensuring maximum use of centrally developed materials and identified good practices from other OUs
Relevant degree in Marketing or other business related field
Marketing professional likely to have in excess of 10 years of experience, including sales and marketing roles with strong brand management skills. Experience in Lubricants, while not essential is an advantage Good understanding of Retail, B2C and/or B2B markets
Good understanding of Retail, B2C and/or B2B markets.
Ability to draw insights from data and communicate them in a compelling way to a “lay” audience
Excellent project management and thought leadership skills; strong collaboration/teamwork skills; a problem-solver with a results-orientation
Possess excellent communication skills with good commercial instinct and customer orientation.