Overview
The Sr. Associate Brand Manager will develop and implement comprehensive marketing strategies to achieve brand and business objectives.
Position
Position Title: Sr Associate Brand Manager
Location: Guadalajara, Jalisco (Providencia Office)
Advanced English
Responsibilities
- Collaborate in AOP (annual brand plan) planning, alignment and KPI’s setting
- Conduct brand performance, market trends, and consumer-research analysis to uncover insights for brand positioning development, guide innovation, price and promo architecture, Commercial plans and relevant communications
- Lead coordination, execution, optimizing and monitoring of campaigns, portfolio optimization, product development, financial performance, price/promo strategies, and innovation launches
- Foster collaboration and drive cross-functional projects to achieve brand and business objectives
- Develop Brand coordinators and trainees reporting to him/her
The Sr. ABM must have knowledge of marketing and the environment including external/internal trends, competitive assessment, marketing mix management, and financial KPIs (P&L;), as well as communications and media management. Requires solid analytical skills to translate learnings into business plans/actions on marketing mix.
To effectively perform duties, Sr. ABM should demonstrate the following qualities as defined by the Hershey Company:
- Project management
- Analytical skills
- Problem solving
- Communication and collaboration
- Proactivity and creativity
Major Duties/Responsibilities
- 10% Understand the target audience, identify trends, and conduct qualitative and quantitative analyses to support strategic development
- 40% Manage the brand portfolio, including product improvements, launches, and rationalization; oversee the brand communication plan, including media and POS strategies; lead cross-functional efforts to address plan deviations and meet brand/business goals
- 30% Monitor brand performance across channels to identify growth opportunities; analyze competitor performance using consumer research insights
- 20% Guide and develop talent: Brand Coordinators and trainees; personal capability development; self-training and development plan; owner of self-continuous growth under supervision
Minimum knowledge, skills and abilities
- Ability to apply comprehensive research/analytical skills and strategic thinking
- Marketing knowledge and principles
- Financial and P&L; knowledge & management
- Communications development and media planning and management
- Ability to learn and apply new skills quickly
- Pattern recognition and information synthesis
- Ability to use innovative analytical approaches to address business questions
- Ability to manage multiple, conflicting or ambiguous priorities and meet deadlines
- Excellent communication skills; ability to interact with cross-functional teams
- Travel is required (10-20%); potential international travel
- Modern business computer skills, including strong working knowledge of MS Office
Education
Bachelor’s Degree required (Marketing/Management, high achievement and quantitative ability primary considerations)
Experience
- Marketing Experience: 4+ years
- Brand management experience (as ABM) +2 years
- Working knowledge of syndicated data (e.g., Nielsen)
- Product Development experience and successful launches
- Project management experience with stage gate process
- Business Experience: 3+ years
- Background in consumer-packaged goods
- Experience in cross-functional disciplines a significant plus (e.g., finance, category management, media, market research)
Seniority level
- Mid-Senior level
Employment type
- Full-time
Job function
- Marketing and Sales
- Industries: Manufacturing
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📌 Sr Associate Brand Manager
🏢 The Hershey
📍 La Providencia