Department: UK - Marketing
Title: Senior Brand Manager
Mission: Ownership of the development and implementation of UK Marketing strategy to drive consumer and retail demand for MGA Entertainment Ltd.
Key Result Areas
Time Utilisation
Strategic planning 20%
Budget Management 5%
Marketing Activation 25%
Media Management 15%
Product Line Management 15%
Trade marketing and sales support 10%
Exhibitions and Trade shows 5%
People Management 5%
Total Time Utilisation 100%
Position Requirements
Education/Experience:
Ideally educated to degree level in Business, Marketing, or a related discipline.
Significant experience (typically 5+ years) in brand management within consumer goods companies.
Knowledge of toy industry and experience of targeting parents and children preferred.
Extensive experience of the full marketing mix - strategy, planning, trade marketing, brand partnerships, events, market research, PR, ecommerce, CRM, digital incl. social media, and product development.
Product line management experience.
Skills/Knowledge/Ability:
Excellent organisational skills.
Vision, drive and passion for consumer brands and retail.
Ability to communicate well at all levels and across multiple business units.
Pragmatic, resilient and flexible.
Firsthand collaborative approach.
Experience of management of multiple external agencies.
Experience of people management.
Calm and level-headed under pressure.
Ability to adapt to change in complex business environments.
Energy, stamina and an ability to work well in a fast-changing environment and managing conflicting priorities.
Financially and commercially astute - comfortable with data, budget setting and management.
Proficient with PowerPoint, Excel, Word and Microsoft Outlook.
Authority:
Reports to Head of Marketing UK & Ireland, working closely with global marketing teams and US brand teams.
Key Result Areas and Activities:
Strategic Planning
Development and implementation of demand creation plans to establish a UK Marketing strategy to deliver financial objectives.
Create and deliver UK marketing communication strategies across all media/ retail touch points to drive children and parent demand.
Develop expert category, consumer and market understanding to identify product development opportunities across UK/ European territories.
Marketing activation
Implement effective consumer demand driving programs including PR, media (inc. TV, digital & social advertising), sales promotion, digital, social media and merchandising.
Manage key agency partners to deliver marketing plan to ensure positive ROI.
Build and manage marketing budget effectively against forecast and objectives.
Develop and manage B2B brand partnership activities and drive brand experiential strategy.
Measure and manage campaign effectiveness against KPIs and course correct.
Product line management and Pricing
Define UK product line, reviewing performance on a regular basis (including weekly analysis of key customer EPOS data and Circana market reports).
Establish and manage pricing for UK product line.
Oversee maintenance of sell sheets, demo guides, product data for all items.
Develop expert category, consumer insight and market understanding in order to make informed decisions for the future growth development of the brand portfolio.
Trade marketing / Sales support
Develop UK Sales presentations to support sales team with seasonal sell-ins.
Work closely with UK sales team to drive account growth through sell-in (sell sheets, presentations, listings, exclusives etc.) and to generate sell-through (retail promotions, online, catalogue page design etc.).
Oversee and support completion of customer new line forms, specification forms (dimensions, cube, palletisation, barcodes, batteries, warning copy, waste packaging) and uploading data to retailer's dedicated information portals.
Oversee product sample management as required and build strong relationships with all manufacturer touch points.
Design and develop any POS/ FSDU/ merchandising materials.
Develop strong retail marketing and buying relationships.
Showroom, Exhibition and Trade Fair management
Responsible for the design, planning and building of product showrooms for UK and international product reviews with toy trade buyers on a bi-annual basis.
As required, responsible for planning and building of exhibition stands at annual toy fairs.
People Management
Responsible for two direct reports.
Lead, and coach by setting clear priorities, providing constructive feedback, and fostering a high-performance culture that encourages accountability and growth.