Brand Manager(FMCG) at Seven Up Bottling Company

Created by the Howdy Corporation in St. Louis, MO, 7UP was an optimistic venture from the very start. After great success with the Howdy Orange drink, company founder C.L. Grigg decided to try his luck with lemons and limes. C.L. Grigg spent more than two years testing over 11 different formulas, all in search of a drink that was refreshing enough to prove irresistible to the people of Missouri and the world at large. In 1929, C.L. Grigg’s bubbliest drink was born. The public quickly developed a taste for Grigg’s caramel colored lemon-lime soda. Bib-Label Lithiated Lemon-Lime Soda sold, and sold well. As the drink grew more and more popular, the original name was traded in for something short and sweet. Bib-Label Lithiated Lemon-Lime Soda became known as 7UP. Early advertising featured a winged 7UP logo with copy that read "a glorified drink in bottles only. Seven natural flavors blended into a savory, flavory drink with a real wallop." The drink was so successful by 1936 that Grigg changed the name of The Howdy Corporation to The Seven-Up Company. By the late 1940s, 7UP had become the third best-selling soft drink in the world. In the decades to follow, 7UP developed iconic branding, setting it apart from industry front-runners. In 1967, 7UP brought the phrase UNCOLA into the national vernacular. The UNCOLA campaign set 7UP apart from its competition and became part of a counter cultural that symbolized being true to yourself and challenging the status quo. Always at the frontier of taste and pop culture, 7UP was also among the first sodas to introduce sugar-free and caffeine free options. Through the years, advertising for 7UP featured everything from a cartoon mascot named Spot, to the "It’s an Up thing" and "Make 7UP yours" taglines.

Summary-

The Brand Manager will create and execute marketing plans to produce sustained, profitable volume growth and lasting brand equity. He/She will manage Advertising and Marketing expending to deliver marketing plans, volume and profit goals within budget.

Responsibilities

• Develop and implement brand strategies that align with business goals and market trends.
• Conduct market research to understand consumer insights, competitive landscape, and market opportunities.
• Define the brand\'s positioning, target audience, and key messaging.
• Plan and execute integrated marketing campaigns, including digital, print, and in-store activations.
• Manage the development of creative content and ensure consistency across all communication channels.
• Monitor and analyze campaign performance, adjusting strategies as necessary to achieve objectives.
• Collaborate with the product development team to drive innovation and maintain a strong product pipeline.
• Oversee the launch of new products, ensuring they align with the brand’s identity and meet consumer needs.
• Manage the product lifecycle, including pricing, packaging, and distribution strategies.
• Develop and manage the brand\'s marketing budget, ensuring efficient allocation of resources.
• Track spending and ROI on marketing activities, making recommendations for cost optimization.
• Work closely with sales, supply chain, and finance teams to ensure brand objectives are met.
• Partner with the trade marketing team to develop in-store strategies that drive brand visibility and sales.
• Liaise with external agencies, including creative, media, and PR, to execute brand initiatives.
• Analyze brand performance using key metrics such as market share, sales growth, and consumer feedback.
• Provide regular reports to senior management on brand health and marketing effectiveness.
• Identify areas for improvement and develop action plans to address them.
• Ensure overall business strategies, goals, and changes from senior leadership are understood and successfully executed. Communicate the unit goals to the team, motivating them in the accomplishment of set goals and objectives.

Requirements

• A Bachelor Degree (B.Sc.) or HND in Marketing, Business Administration or any other related field.
• Minimum of 5-7 years of work experience, 2 of which should be a managerial role in a Brand Manager position.
• Candidate must have proven experience in FMCG

Method of Application