Marketing ABM

As Assistant Brand Manager at Wella Company with the described scope, your role will involve a variety of key tasks that support both strategic and operational marketing functions across the CEEMEA (Central Eastern Europe & Middle East & Africa) region. Below is a detailed breakdown of the expected tasks:

1. Develop and Implement Brand Positioning Strategies

• Role Description: Lead the development and execution of regional brand positioning strategies, ensuring the global brand message is adapted to meet local market needs.

Key Actions:

• Lead the development of regional brand positioning strategies, aligning with global guidelines but tailored for local markets.
• Analyze local market trends, consumer preferences, and competitor activities to adjust brand strategies accordingly.
• Create and present reports on brand positioning insights and strategies.

2. Contribute to the Localization and Implementation of Global Marketing Strategies

• Role Description: Adapt global marketing campaigns to suit local cultural and business environments, ensuring effective regional communication.  

Key Actions:

• Translate global campaigns into region-specific strategies, including localized messaging, visuals, and content.
• Oversee the execution of localized campaigns in collaboration with local teams, ensuring alignment with global objectives.
• Review and adjust global digital content, visuals, and messaging for cultural relevance.

3. Track and Analyze Marketing Performance

• Role Description: Monitor the effectiveness of various marketing campaigns and provide actionable insights based on performance data.

Key Actions:

• Analyze campaign performance across digital channels, sales reports, and customer feedback.
• Prepare performance reports that measure key metrics such as sales growth, brand awareness, social media engagement, and campaign ROI.
• Provide actionable insights on performance gaps and suggest strategic optimizations.

4. Customer and Market Research

• Role Description: Lead market research efforts to understand customer needs, behaviors, and expectations, focusing on distributors and salons.

Key Actions:

•  Use data analytics tools to segment audiences and identify customer pain points and needs.
• Analyze customer behaviors and sales trends to optimize marketing strategies and drive engagement.
•  Develop customer personas to inform targeted marketing strategies.

5. Coordinate Events, Conferences, and Training Programs

• Role Description: Plan and execute key marketing events, conferences, and training activities for stakeholders, including distributors and salon professionals.

Key Actions:

• Coordinate logistics for major events and conferences, including venue selection, invitations, and material preparation.
• Oversee the creation of event agendas, presentations, and content.
• Organize and manage internal and external training programs to enhance product knowledge.

6. Manage Local Social Media Presence

• Role Description: Lead the management of local social media channels, ensuring that content is consistent with the brand’s voice and engages regional audiences.

Key Actions:

• Develop and schedule content for local social media platforms based on regional trends and preferences.
• Monitor social media performance and prepare reports on engagement, reach, and follower growth.
• Engage with local audiences, responding to interactions and collaborating with influencers or brand ambassadors.

7. E-Content Localization

• Role Description: Oversee the localization of digital content, ensuring it resonates with the local audience while staying true to global brand messaging.

Key Actions:

• Collaborate with external agencies or freelancers to localize digital content such as website copy, email newsletters, and blogs.
• Ensure the localization of content is culturally relevant and reflects the region’s preferences.
• Proofread and adapt content for local cultural nuances.

8. Manage Point of Sale Materials (POSM)

• Role Description: Develop and localize POSM for retail locations, salons, and distributors, ensuring it aligns with regional cultural preferences.

Key Actions:

• Work with creative agencies to develop POSM materials (e.g., posters, banners, brochures).
• Ensure that POSM is localized for retail environments and distributed to the right locations.
• Track the distribution and usage of POSM to ensure effective campaign execution.

9. B2B Media Plan Content Creation

• Role Description: Assist in creating and adapting B2B media content targeted at distributors, salon owners, and beauty professionals.

Key Actions:

• Work with the media planning team to develop B2B content, such as newsletters, digital ads, and brochures.
• Track the effectiveness of B2B campaigns and suggest improvements based on data.
• Develop content that educates and informs distributors and salon professionals about Wella products, promotions, and training programs.

QUALIFICATIONS

• Minimum of 3-5 years of brand management experience, preferably in the professional beauty or FMCG sector.
• Bachelor's or Master’s degree in Marketing or a related field.
• Strong verbal and written communication skills in English
• Excellent organizational skills and attention to detail.
• Proficiency in MS Office (especially PowerPoint and Excel).
• A genuine passion for marketing and brand strategy.
• Experience in digital marketing and social media management.
• Ability to travel as needed within the region.