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Brand Activation Manager

1 month ago

Auckland, Auckland, New Zealand Miele New Zealand Full time
Brand Activation Manager - 12 Month Paternal Contract

Miele is the world's leading supplier of premium domestic appliances for the kitchen, laundry and floorcare. It is an independent, family-owned company with the claim to quality, and sustainability technology leadership in its sector. The Miele brand is renowned for its outstanding quality, technology, convenience, design, service, customer centricity and sustainability. The Company focuses exclusively on the Miele brand and its consistent positioning in the premium segment. Miele has an excellent corporate and brand image which is second to none in its sector. The strategic vision is to be the world's most trusted and desirable premium brand. Since its founding in 1899, Miele has followed its brand promise of Immer Besser – Forever Better. This purpose continues to shape the corporate culture to this day.

THE ROLE

The Brand Activation Manager reports to the Commercial Director New Zealand, with a dual reporting line into the ANZ Marketing Director. This position is responsible for building relationships and implementing successful activation campaigns, below-the-line and in-store marketing strategies, as well as working to drive category sales with a focus on retail customers and digital activations.

Responsibilities :

  1. Brand Activation Development
    • Collaborate with Key Account Managers to build activation strategies tailored for Retail and Projects customers.
    • Collaborate and work with the Australian Category and Brand team to leverage and optimise assets and activities for the NZ market.
    • Design, develop, and implement insightful customer activation plans, leveraging shopper insights and aligning to key customer (retailer and commercial projects) strategies to enhance brand equity.
    • Monitor market trends, competitor activities, and consumer behaviour to optimise activation strategies and drive innovative outcomes aligned with national objectives.
    • Drive innovative launches and best in class activation outcomes against plan objectives, developing and managing channel specific promotional plans end-to-end.
    • Work closely with the Brand and Category team to ensure learning and ideas are adopted with an adherence to brand guidelines.
    • Plan, execute, and refine multi-channel marketing campaigns aimed at boosting brand awareness, customer acquisition, average order value, and longer term brand health.
    • Deploy diverse mediums including Digital media, Promotions, Catalogues, In-store POS ad Displays, Miele for Life Program, and in-store campaigns to execute strategies effectively.
    • Proactively monitor competitor activities, devising responsive activation plans to mitigate competitive threats.
    • Preparing initiatives calendar, post review analysis, sales presentations, and developing any other marketing materials to support promotional selling activity.
    • Design, develop and implement CRM programs with the customer audience to promote conversion and drive loyalty.
  2. Performance Monitoring and Reporting
    • Oversee activation budget with forecasting, tracking, and reporting expenditures. This includes managing own budget, processing purchase orders, and reconciling invoices for seamless financial management.
    • Assist stakeholders to facilitate the successful implementation of agreed plans and initiatives – Sales Marketing Activation Planning, Market Activation & Execution meetings, Sales Meetings and Roadshows as per agreed NZ plans.
    • Monitor key performance indicators to track campaign effectiveness, identify optimisation opportunities, and drive data-informed decisions.
    • Generate regular reports and insights to track activity performance, identify areas for improvement, and make data-driven recommendations for optimisation.
    • Maintain a strong understanding of the competitive environment and identifying opportunities for brand growth and sales.
  3. Cross-Functional Collaboration
    • Collaborate with internal teams, including Brand, Category, Training, Sales, Culinary, Logistics and Customer service to ensure alignment and consistency across all channels and touchpoints.
    • Provide support and guidance to regional teams or external partners to ensure successful implementation of channel activation strategies.
  4. Project Management
    • Lead the creative development and execution of customer-focused campaigns, managing end-to-end processes including brief development, artwork development, budget management, and evaluation.
    • Design and deploy an annual calendar of brand initiatives grounded in consumer insights and business strategy, driving brand awareness and consideration.
  5. Additional Responsibilities
    • Maintain and enhance selling tools for the sales team, driving excellence in POS execution, and maximising brand visibility.
    • Support ad-hoc trade marketing activities and team initiatives as required.

Key Requirements

  • Ideally - Bachelor's degree in Commerce, Business, Marketing, or a related field.
  • Proven experience (5 years) in channel activation, marketing, or a similar role.
  • In-depth knowledge of various marketing channels, including but not limited to in-store activations, digital, email, loyalty programs, displays, POS, events and social media marketing.
  • Strong analytical skills with the ability to interpret data, draw insights, and make data-driven decisions.
  • Excellent communication skills, both written and verbal, with the ability to collaborate effectively across teams and levels of the organization.
  • Strong interpersonal skill to manage several projects and stakeholders simultaneously and independently.
  • Creative thinking and problem-solving skills, with a passion for innovation and staying ahead of industry trends.
  • Positive, proactive, and enthusiastic team player.
  • Excellent organisational skills, able to prioritize in a very fast-paced environment and understand business context.
  • Proficiency in marketing analytics tools, ideally CRM platforms, and project management.

How To Apply

If you're ready to take the next step in your brand marketing career, please apply or hr@miele.com Ref: NZ Brand Activation Manager role for further information.

Seniority level

Mid-Senior level

Employment type

Full-time

Job function

Marketing and Sales

Industries

Retail

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