1. Consumer at the Centre (Level 1 – self)

• Demonstrates passion for the consumer and grounds all activity in consumer / shopper insight
• Demonstrates a good understanding of key consumer research techniques and methodologies
• Engages with CMI on consumer & market understanding
• Understands how insight differs from data & information
• Understands shopper missions and path to purchase
• Shows a good understanding of BGS and key brand health metrics
• Identifies and collects necessary info to analyse business performance, and draws meaningful conclusions
• Understands how to build targets & audience segments

2. Portfolio Management (Level 1 – Self)

• Shows an understanding of portfolio performance
• Shows an understanding of key drivers of the Category and Segment performance, profitability and growth
• Shows understanding of Portfolio strategy, how it will drive   penetration, and its further implications
• Shows understanding of the implications of individual Brand Roles within the Portfolio on Brand Strategy, budget allocation, Brand Strategy (How to Win), and Brand Execution (What to Do)
• Shows understanding of the 7 Sources of growth and shows ability to understand & implement BWP outputs

3. Integrated Commercial Planning (Level 1 – Self)

• Demonstrates a full understanding Integrated Commercial Planning process
• Demonstrates an understanding of the Brand Strategy
• Demonstrates an understanding of key consumer and commercial levers that impact brand performance
• Demonstrates an understanding of the role of different marketing activities in affecting consumer and shopper behaviour
• Supports the development of the Integrated Comm. Plan
• Is aware of internal and external factors likely to influence execution
• Understands how to measure and track brand activity

4. Brand Strategy (Level 1 – Self)

• Demonstrates an understanding of all elements of Brand Strategy, how they interrelate and how they contribute to reaching strategic objectives
• Knows and can clearly articulate the Brand’s positioning and competitive advantage, and can use a BIAB
• Understands how brand strategy impacts the marketing mix and activity choices across the Must Win Battles
• Reflects Brand Strategy in all brand activities and ensures all activities deliver against brand objectives
• Contributes to the development of the Brand Strategy
• Continually tracks brand performance, competition, BGS outputs and other sets up any other required monitoring

5. Breakthrough Communication (Level 1 – Self)

TouchPoint Planning

• Show a good understanding of media landscape and role and effectiveness of differing touchpoints for achieving different objectives
• Fully understands objectives of campaign in context of business and brand
• Fully understands and uses MWB 3 principles and EFE
• Involves Media Manager before creating content and starts with audiences and touchpoints first
• Manages the budget effectively across all touchpoints
• Knows the steps involved in creating an iDDM campaign
• Monitors and adapts activity in process and ensures full evaluation of reaction, ROI and delivery against objectives

Content & Activity

• Understands BIAB, Campaign Objectives and Brand or Campaign ideas
• Writes inspiring & effective briefs integrating audience understanding, touchpoint approach (effective first) and campaign objectives. Delivers in inspiring way
• Effectively evaluates creative work and recognises strong ideas with the ability to maximise resonance
• Works with agencies effectively, enabling them to deliver with excellence, on time, within budget
• Pre-evaluates communications with consumers before production and monitors and adapts once live
• Is familiar with the different steps of content production

6. Brand Profitability (Level 1 - Self)

• Measures and evaluates the effect of specific activities on top line, and return on investment
• Flawlessly manages the brand budget / expenses
• Demonstrates understanding of the drivers of Portfolio or Brand profitability right down the value chain
• Analyses the profitability of each SKU by channel and makes profit enhancing proposals/decisions
• Tracks Brand financial performance and consumer value perception. Informs/acts when necessary to adjust
• Uses understanding to make recommendations about frequency and depth of promotions via POPS
• Acts on CSP levers (eg non-working) to drive profitability

7. Innovation and Renovation (Level 1 – Self)

• Demonstrates awareness of the beer, alcohol and beverage category context and the implications for innovation
• Understands ‘Sources of Growth’, ‘Taste Landscape’ and can articulate key macro consumer trends
•  Can differentiate between creative ideas and ideas that can improve business results
• Understands how innovation contributes to portfolio and brand strategies and individual brand’s positioning
• Is familiar with the different steps in the Innovation / renovation process and with deliverables per function
• Understands how to write a concept

8. Store Back Marketing (Level 1 – Self)

• Actively visits stores and bars across different channels and in different geographies on a regular basis
• Grounds all work in shopper insight 
• Works cross-functionally to actively integrate key levers across MWB 7-9 in all TTL activities
• Understand the most effective tactics across the path to purchase by channel to achieve different objectives
• Engages all other Commercial functions to deliver activities ensuring inputs are integrated into planning
• Delivers activities on time, in full, on budget & on
• Monitors and evaluates effectiveness and ROI
• Ensures brands are activated in line with guidelines

9. RTM & Channel Understanding (Level 1 - Self)

• Actively meets Distributors, Wholesalers and Retailers to better understand their purchase drivers and barriers
• Recognises the strengths and restrictions of different Route to Market options in reaching consumers
• Understands and can articulate the category strategy
• Demonstrates an understanding of channel segmentation and the role of different channels in Brand Strategy and activation
• Demonstrates an understanding of shopper and on-trade consumer drivers
• Demonstrates an understanding of the value chain in different channels and with different RTMs

• Graduate in Marketing and min 3 years’ relevant experience in Marketing (preferably FMCGs)
• Knowledge and skills in Brand Management
• Skills in brand positioning and consumer segmentation
• Product / SKU launch experience
• Ability to analyse and apply market research results into brand strategy and plans
• Negotiation skills and experience in managing Marketing budgets
• People management experience