Level: Senior Management (4A)
Reports To: SBL Managing Director
Serengeti Breweries Limited (SBL) is a fully integrated beverage business in Diageo Africa. SBL operates exclusively in Tanzania and has three breweries located in Dar es Salaam, Mwanza and Moshi. SBL flagship brand is Serengeti Premium Lager. Other brands in the portfolio include Tusker Lager, Guinness, Kibo Gold, Pilsner and Senator. Headquartered in Dar es Salaam, SBL is also the distributor of several global Diageo international renowned spirits brands such as Johnnie Walker, Smirnoff, Gordon’s, Bailey’s and Captain Morgan.
1. Strategic Management
Defining and implementing a competitive marketing strategy (per brand and for total portfolio) based on solid analysis to achieve overall business objectives short term AND long term in terms of brand strength, overall market share and business profitability
Make a significant contribution to the overarching business strategy for SBL, leading the organization both within and outside functional area
Drive the highest standards of execution throughout the business and own functional unit, and in particular ensure excellence in the development and execution of brand communication, media strategy and activations.
Recruit, develop, retain and lead a team of diverse marketing talent to ensure rich internal succession cover for all key roles
Leading the development of brand, category and portfolio strategies in consultation with Managing Director and international brand owners.
Manage the A&P budget in utmost effective and efficient way
Converting deep local consumer insights into value generating propositions for SBL brands and portfolio
Coaching and mentoring local team across entire spectrum of DWBB elements from Insight Generation & Application through to “outer ring” elements such as Pricing, Brand Tracking, Packaging Design and Communication Development etc.
Identifying and developing the company advertising objectives, media strategy and working with the Advertising Agencies to create and roll out effective brand campaigns that reinforce the company brands positioning, create demand for SBL brands, grow market share and grow profitability for company
Regulating and maintaining strong relationships with external providers, specifically media, advertising, RM/Digital, PR, promoter and specialist agencies.
Leading consumer and market research, generate deep insights based on 360 analysis, translate into strategies and execution
Lead thorough assessment of competitors’ brands and overall strategy
Develop innovations and Identifying new trademarks and ensure they are registered by the company.
Driving the measurement of market impact and effectiveness through brand health, competitive share and brand profitability and (re) directing strategies to influence these dimensions.
Qualifications and Experience Required
Professional qualification in Marketing (CIM) or MBA Experience
Minimum 10 years of experience in leading marketing position. Experience in sales and commercial leadership is a plus.
FMCG experience is key
Marketing experience of at least 3 years of working outside Tanzania
Track record of success in building local brands.
Broad experience in roles where making strategic choices is of key importance, evaluating alternatives, balancing short and long-term issues, and living with the consequences of these choices
Track record of success in international business organization/ environment
Operating within the context of an extensive business network with multiple brand owner responsibilities and shareholder contact points (Matrix structure)
Leadership of organizations and functions operating in complex multi-dimensional consumer and channel landscapes.