Brand Manager

Brand Manager, MARKETING Company DescriptionIn 1924, Nuri Uçar (his nickname Arabağa) came to Mersin due to population exchange between Greece and Turkey. Just after two years, he opened a small coffee store as an entrepereneur, to sell Turkish Coffee with a special selection and preparation procedure. On those days, Turkish Coffee had a traditional history coming from Yemen, grinded and roasted in houses. However, with Arabağa Coffee Store in Mersin, locals had seen the Turkish Coffee roasting and grinding outside the house for the first time. With special approach to preparation procedure and easiness to have Turkish coffee, Mersin local people become addict to Arabağa Turkish Coffee in a short period of time. Arabağa Coffee has approached coffee production as a perfect blend of art and tradition, passing on the skills, knowledge, and experience from father to son and from master to apprentice, by adding new approaches over the generations. It’s amazing what can happen over a cup of coffee. Arabağa built the business on the belief that everyone deserves the coffee they love. Our mission is to receive Turkish Coffee to the next generations with all aspects and specialties by a culture and gusto; and to bring new tastes, blends and methods on brewing, roasting and grinding to Turkish Coffee Market and Turkish Consumers; while we carrying Turkish coffee culture to global. Job DescriptionAs Brand Manager, you will be involved in identifying customer, brand and shopper insights using both B2B ans B2C customer segments. With these insights, you will help to develop the strategies and layouts designed to drive category, brand and retail customer growth. You will be responsible for ensuring that the company's products, services, and product lines within their domains resonate with present customers as well as potential customers; and also you  will monitor trends and keep an eye on competition in the marketplace. In this challenging and varied role, you will coordinate the establishment of integrated brand plans, the management and presentation of effective brand planning including optimal product ranging and production management recommendations and be a key part of the development and launch of new products.Critical to your success will be:Being end-to-end responsible for the strategic value and positioning of the brandHaving the ability to collect, analyse and interpret data into actionable insightsCollaborate positively within the Sales team and Production Department membersCreate Product Categories according to Company Perspective and growth strategies Leading new sales channels launch programs like B2B and B2C e-commerce channels Manage revenue and expense budgets and track Marketing KPIs as a first level responsible in the company, accordingly.    Key Responsibilities Marketing Partner’s (Agency and Outsourced) management, problem definition & drive alignment on business goals, defining target KPIs and tracking.Creates brand requirements, agency briefs; works with partners to identify business value; leads prioritization of backlog; maintains brand management essentials. Partners closely with outsourced agencies to capture and prioritize brand value and brand management elements within each product categories. Effectively partners and collaborates with both senior managers; preparing periodic brand and product category management reports (both analytical and verbal). Prioritization and ownership across multiple deliverables and cross-team initiativesResponsible for overall product category tree; with financial targets. Defines sales goals, KPIs, measurement plans for spesific period and time with channel management approach.Communicates effectively with technology and business teams independently.Supports team members and peers in learning technical skills and business acumenStays abreast of new technology ad product range development capabilities and leverages knowledge in contributing to product ranges. Recommends and plans innovative products and specialties.Manages product category marketing roadmaps for both online & offline marketing channels. Builds effective relationships with key stakeholders and cross functional teamsDevelop insights and recommendations by combining data points from multiple internal and external resourcesCustomize presentations for customers, which would include new items, category reviews, and business updatesIdentify gaps and opportunities within coffee at key retailersDevelop and communicate strategies with Sales Organization to achieve growth targets.Work cross-functionally with Marketing Agencies to develop category insights and recommendationsLeading the annual planning process, including Marketing Business Plans and Brand Plans, Financial Planning (with Revenue & Expense dimensions) Build and implement sales channel strategies and assists in developing annual sales growth targets. Conduct regular customer planning meetings with Sales.Monitor the marketplace and make necessary recommendations to organizationDevelop tracking and management of KPIs to internal organizationAnalyze and provide insights on merchandising & packaging. Managing retail stores’ brand requirements and customer experience as a first responsible. Analyze pricing (both everyday and promotional) across key product lines and competitive brandsMonitor both B2B and B2C Customer feedbacks (insights studies, feedbacks, and researchs) and develop new strategies ans actions to meet customer needs. Accelerate the growth of B2C and B2B sales across e-commerce platforms through various acquisition, conversion and retention strategies.Ensure the user experience on e-commerce sales channel has a high standard; plan ongoing testing and optimisation of the user journeyCommunications planning and execution on the sites and in paid digital channelsData analysis for sales reporting and consumer insight generationUsing consumer and industry research to improve the brands position Reviewing new technologies and trends to evolve the brand’s presence online.Create and launch brand campaigns, including concepts, objectives, and execution tactics across both digital and offline channels.Define, drive and measure KPIs for all campaigns and digital channels.Develop tools and processes needed to measure ROI across all marketing initiatives.Champion data-first approach to marketing, always looking for more meaningful ways to engage with consumersDevelop a comprehensive understanding of the consumer journey and content strategy, ensuring the site requests are measured against these components.

Qualifications
 Bachelor’s degree or equivalent experience in Business Administration, Economics, Social Sciences, or Related Field (Masters Degree will be an asset)
At least 3 years experience in marketing, brand management.
 Demonstrated ability to work with multi-departmental working environment. Detailed and results-oriented, able to analyze data to justify product decisions and apply key learnings
Ability to apply knowledge of business principles and practices to achieve successful outcomes in cross-functional projects and activitiesStrong verbal and written communications skillsInterest in brand building and consumer focused thinking
Ability to balance multiple priorities and meet deadlinesWillingness to work collaboratively and learn from others
 Highly motivated to collect customer best practices, channel + shopper trends, and category insights data and knowledge. Ability to thrive in a fast-paced environment with minimal supervision.
An analytical person who can evaluate opportunities, data results, and marketing efforts will process insights to make campaign recommendations.
Analytical grounding and thought process in order to both prioritize opportunities and evaluate the performance of marketing efforts.
A highly entrepreneurial spirit and are comfortable working with the ability to focus and thrive under minimal guidance.
Ability to define key marketing KPIs and break them down into their underlying drivers to understand and influence performance from first principles
MS Office proficiency, specifically Excel and Power Point; ERP knowledge will be an asset (Logo) Self-starter with strong project management skills
Strong analytical skills with ability to develop and deliver presentationsPossess persuasive leadership and influencing skills
Strong communication skills with the ability to develop and deliver presentations to senior managers and work effectively cross-functionallyStrong analytical skills, the ability to collect, interpret data, identify insights and develop growth strategies
Experience in e-commerce business line will be an asset. Experience with data (google analytics, social media metrics etc.)
Ability and willingness to travel up to 20%