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23 days ago
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Head of Brand Planning Strategy


Blue Pelican
Salary: £70000 - £95000 per annum + 15% bonus, pension, he
Location: London City
Job type: Permanent
Business sector: B2C
Contact: Colin Doree
Sector: Marketing
Category: Brand Management Jobs
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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

Salary: £70-95k

Benefits: 15% on target bonus, pension, healthcare, life assurance, etc.

KEY EXPERIENCE

  • You're someone who intrinsically gets the power of branding and how to effectively utilise and implement it
  • You've likely a pedigree of experience behind you to demonstrate you know how to successfully use positioning and strategy to enable competing brands in the same category to work in a complimentary fashion.
  • Potentially worked in Group or Category lead level role overseeing brand strategy for the end consumer brands of a large firm - this can be from a range of sectors including classical FMCG, insurance, financial services, utilities, etc. where these 'house of brands' mentalities exist
  • Insight driven mentality, really understanding the target consumer to draw together strategic recommendations for direction
  • Confident when operating with senior stakeholders (up to Board levels), giving strategic recommendations of action and influencing direction
  • You're confident when navigating large corporate entities, understand how to influence and drive change. Getting people behind your ideas and recommendations
  • Confident in challenging marketing, propositions and commercial teams on their plans. Able to resolve conflicts which may exist between the brands autonomously
  • Able to live and work in the UK without visa restrictions

TO APPLY

For further information please contact:

Colin Doree
Managing Consultant
colin@bluepelican.com

You can review similar vacancies on our website: javascript:void(0);

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

Salary: £70-95k

Benefits: 15% on target bonus, pension, healthcare, life assurance, etc.

KEY EXPERIENCE

  • You're someone who intrinsically gets the power of branding and how to effectively utilise and implement it
  • You've likely a pedigree of experience behind you to demonstrate you know how to successfully use positioning and strategy to enable competing brands in the same category to work in a complimentary fashion.
  • Potentially worked in Group or Category lead level role overseeing brand strategy for the end consumer brands of a large firm - this can be from a range of sectors including classical FMCG, insurance, financial services, utilities, etc. where these 'house of brands' mentalities exist
  • Insight driven mentality, really understanding the target consumer to draw together strategic recommendations for direction
  • Confident when operating with senior stakeholders (up to Board levels), giving strategic recommendations of action and influencing direction
  • You're confident when navigating large corporate entities, understand how to influence and drive change. Getting people behind your ideas and recommendations
  • Confident in challenging marketing, propositions and commercial teams on their plans. Able to resolve conflicts which may exist between the brands autonomously
  • Able to live and work in the UK without visa restrictions

TO APPLY

For further information please contact:

Colin Doree
Managing Consultant
colin@bluepelican.com

You can review similar vacancies on our website: javascript:void(0);

Apply

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