Brand Manager

Key roles and responsibilities

- Develop objectives and KPIs for the Brands Function/Team in line with the Business Division/Department’s strategic goals and ensure that the department’s employees are working towards the achievement of these objectives.

- Develop the assigned brand’s annual budgets for review of the Deputy CEO and ensure all employees are working

within the assigned budget by setting the required targets and responsibilities.

- Assist in the development of the Business Division/Department’s annual budget in liaison with the Direct Manager

and ensure all employees are working within the assigned budget by setting the required targets and

responsibilities.

- Develop and ensure the implementation of the brand specific policies & procedures and follow up their

implementation to achieve the department ‘s objectives

- Manage the merchandise planning process while driving brand sales strategy for the achievement of retail standards

agreed with the vendor company/brand.

- Develop and ensure implementation of brand building initiatives that create loyalty for the assigned brand in line

with the Vendor Company guidelines and AAW’s vision and strategy.

- Manage the overall brand communication which effectively reflects the brand objectives to build brand equity as

well as ensure that the brand is always represented appropriately for maximizing brand performance in market.

- Manage the timely analysis and re-forecasting of all activities of the brand and evaluate the financial performance

of the brand and present the same to the Top Management for obtaining recommendations.

- Prepare an annual business plan pertaining to assigned brand for review of the Direct Manager as well as to apply

all necessary measures to ensure complete compliance and fulfillment within the agreed budget.

- Manage the timely communication with Vendor/host companies to set pricing strategies for all stocks within the

brand and ensure that the pricing of all products is in-line with SLS’s objectives, local market and host

guidelines/plans.

- Ensure the Function’s employees are aware of the brand values, priorities and requirements as well as develop minor/major project plans aiming to improve business by representing brand image and requirements in all major Business-wide initiatives. § Develop Brand strategies based on consumer insights from consumer research for Kuwait and International markets to improve brand health and maximize sales performance. § Conduct market research from time to time to anticipate competition, monitor competitor’s activities, and market trends to translate consumer attitudes into new branding directions for the assigned brand. § Coordinate with relevant teams to develop advertising and promotional programs, pricing, positioning, and packaging in-line with annual business plan of AAW & Host Brand/Company. § Manage the development and finalization of detailed visual plans for all promotional marketing events, presentations, exhibitions, demonstrations and for showrooms, which includes visual guidelines, layout principles, visual dressings, and signage in coordination with the Visual Merchandizing Team. § Conduct regular visits to all layouts in showrooms and stores to monitor efficient compliance of set visual merchandizing plans in-line with the brand guidelines and provide necessary visual merchandizing recommendations to grow the brand performance and fully exploit segment potential in Local markets. § Analyse all brand trackers to identify brand issues and opportunities as well as to monitor brand performance. § Prepare all reports as required by the Direct Manager. § Perform other duties related to the job as assigned by the Direct Manager.

Competencies