Taking on the role of Head of Brand Planning, you will be joining a firm with a 'house of brands' strategy. Offering a range of similar product and services, each looking to target different consumer audiences by operating under different brands and value propositions.
The challenge is, the strategy is still quite new. So there's both areas of considerable overlap in customer base across the brands currently. Which leads to cannibalisation of customer base, and also overlap in some product offerings. Leaving the consumer with no clear sense of value difference in some areas. At least, not at the moment.
That's where you come in!
This position sits in the newly created consumer group brand function. One whose purpose is to align each of these brands properly. Informing their strategy and direction. Influencing across brand creative and messaging, product and proposition roadmaps, investment and marketing spend (national and regional). As well as the retail presence for each, in order to ensure they're optimising their market potential rather then stepping on each other's toes.
This will extend to deciding on green field opportunities which are correct for each brand too - as each has potential to extend into areas not currently serviced (or at least are under-indexing in). With the right strategy and direction informing the commercial and marketing direction, the ambition is to create 3 unique brand personas, connecting with different consumer segments and therefore enhancing overall market share for the consumer business as a whole.
There's quite a journey here, not only in terms of ability to have impact in taking on this role, but the brands you will be overseeing too; as you're joining this at the very start. It's something which is likely to take a number of years to successfully reach its end goal, as consumers will need to be taken through the journey of change gradually. Especially since each brand already holds a decent footing in their respective market.
ABOUT THE COMPANY
They represent a double digit billion pound organisation with more than 20k employees. Their brands hold No1 position across a number of their core product offerings. As an organisation they've been going through a significant, long-term transformation programme which has led to this alignment programme bringing together their consumer offerings into one marketing house.
They're not afraid of change and have proven this in recent years. Despite this. average tenure with the business is excellent, with the average employee remaining with the business for 8 years. They've also proven themselves as being an employer of choice, having won numerous awards including consistently high placement in the Sunday Times 'best companies to work for' tables.
Role: Head of Brand Planning & Strategy
Location: Central London
Benefits: 15% on target bonus, pension, healthcare, life assurance, etc.
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