Marketing Manager

Job description / Role

Market the Saudia brand in such a way that brand equity is created. In line with marketing strategy develop marketing plans for assigned consumer need segments and categories so that the Saudia brand fulfills those needs in the different categories. Implement and monitor progress according to the marketing strategy and policies in order to maximize sales and profit both on the short and long term.

Key Accountabilities:

Brand equity creation/ Value creation
- Tangibly increase the value proposition of the brand. Said differently create value to the brand and by doing so create brand equity.
- Following marketings strategy and policy execute consistently to assure the Saudia brand is recognized by consumers for what it stands for.
- At all times assure that the marketing initiatives are executed in a way that the Saudia brand meets and fulfills consumers needs and leads to consumer pull.

Consumer need segment planning
- Develop and ensure implementation of the consumer need segment planning for sustainable profitable growth of the segment.

Consumer insights
- Identify and understand consumer needs for the assigned need segment through research to develop strong value added concepts for the portfolio.

Advertising and promotion
- Ensure the development of effective advertising and promotional programs based on consumer insights, and evaluate effectiveness of the investments to optimize expenditures.

Product innovation/ NPD
- Generate and evaluate ideas for renovation and innovation based on consumer insights, market opportunities, competitor analysis and technological opportunities in order to improve existing products and to launch new ones.

Forecasting
- Coordinate with Supply Chain and Sales for an accurate and reliable rolling sales forecast, on base of the demand planning for the consumer need segment, to ensure timely product availability.

KPIs
- Analyze and manage key KPIs for the assigned consumer need segment, in order to measure marketing effectiveness and take corrective actions when required.

Pricing
- Set and review consumer pricing and apply effective pricing strategies in cooperation with Sales and Trade Marketing, to ensure optimal profits.

Requirements

- University, minimum Bachelor's, preferably Master's degree
- Specific diploma/education: preferably, though not limited to, Marketing or MBA
- Minimal experience: minimum 7 years FMCG marketing with blue chip firm
- English: fluent in speech, reading and writing
- Proficiency in Arabic preferred: speech, reading and writing
- Other language skills is advantageous

About the Company

SADAFCO has been a leader in the UHT (Long Life) Milk market in Saudi Arabia, with the Saudia brand capturing more than half of the Long-Life Milk market and almost a third of Total Drinking Milk.

In addition to UHT milk, the company also manufactures Tomato Paste, Ice Cream, Snacks and Drinks, with Saudia Tomato Paste also enjoying the status of market leader.

During the past two years SADAFCO has expanded its product range with new launches in the Breakfast Cream, Cheese, Butter, Powdered Milk, Ketchup, Fortified Children’s Milk and Frozen French Fries categories.

These new additions have been the result of SADAFCO’s pursuit of its corporate mission, which states: “To develop, produce and market a range of nutritious food propositions for consumers of all age groups and create maximum shareholder value through team work”. This mission remains the company’s drive as it explores consumer needs to seek out more relevant product offerings to add to the Saudia range.