Karin Griffiths

Product Manager - Print
Brother International South Africa
April 2024 – Present
(Involved in budget setting and transition into the role since October 2023)

Summary:
As the Product Manager for Print, I focus exclusively on managing Brother's print product portfolio, overseeing a budget of R380 million. I also lead the retail division, which encompasses all Brother product categories, including print, label, sewing, and craft, ensuring alignment with Brother International Limited's global strategy and long-term business objectives.

Key Responsibilities:

• Product Management for Print:
  Lead and manage the print product portfolio, focusing on innovation, market relevance, and profitability to maximize sales and market share within a budget of R380 million.
• Leadership of Retail Division:
  Oversee the retail division, managing relationships and strategies across all Brother product portfolios—print, label, sewing, and craft—to drive overall growth and market presence.
• Distributor Management:
  Manage the strategic relationship with Mustek, Brother International South Africa's largest distributor, ensuring alignment on sales goals and operational efficiency.
• Key Strategic Account Management:
  Develop and maintain strong relationships with key accounts, including Massmart (Makro and Builders Warehouse), with limited engagement with Game buyers but a shared interest in future partnerships.
• E-Commerce Engagement:
  Cultivate relationships with local e-commerce leaders such as Takealot and the newly entered Amazon, as well as specialist independent retailers to boost online sales and visibility.
• Global Strategy Alignment:
  Ensure all product initiatives align with Brother International Limited's overarching business objectives, fostering a unified approach across regions.
• Market Research and Strategy Development:
  Conduct thorough market analysis to identify customer needs and industry trends, leading to informed product strategies that support global and local market dynamics.
• Product Development and Lifecycle Management:
  Oversee the entire product lifecycle for print products from conception to launch, collaborating with R&D teams in Japan to ensure products meet both global standards and local requirements.
• Stock and Inventory Management:
  Manage stock planning and inventory levels for print products, ensuring optimal product availability in collaboration with Mustek while minimising excess stock.
• Pricing and Promotions:
  Develop and implement competitive pricing strategies and promotional campaigns for print products aligned with global directives to enhance market presence and drive sales growth.
• Performance Tracking and Reporting:
  Monitor product performance metrics and prepare detailed reports for senior management, enabling data-driven decision-making that reflects global business objectives.
• Cross-Functional Collaboration:
  Collaborate with marketing, sales, and finance teams to ensure alignment on product goals and successful execution of marketing initiatives that support long-term business growth.
• Relationship Development:
  Leverage nearly 14 years of experience at Brother to nurture key relationships within the retail division, demonstrating self-taught expertise and continuous skill development.

• Cultivate and nurture relationships with key customers in strategic retail markets to support ongoing definition of differentiated product value, in brick-and-mortar and e-commerce [Massmart, Takealot.com]
• Foster relationships with distribution partners to support route to market strategies, in brick-and-mortar and e-commerce [Massmart, Takealot.com]
• Design and manage development of new retail channel product that effectively positions company as market share leader
• Offer pricing and feature recommendations to management and cross-functional teams
• Planning and execution of promotional calendars, industry events, advertising, direct mail, telemarketing and sales collaterals
• Support marketing programs and campaigns with content and messaging to drive demand
• Develop and implement strategies to enhance product performance across all phases of product lifecycle, from launch to distribution
• Possess expert knowledge of competitive and third-party products and translate knowledge into business strategy
• Collaborate with business development managers in partner planning process to develop mutual performance objectives, financial targets and critical milestones

• Analysed key printer vendors, competitors, and strategies, enabling proactive responses rather than reactive, to competitive threats
• Secured high-value accounts through consultative selling, effective customer solutions, and promoting compelling business opportunities
• Created sales forecasts to target daily, monthly and yearly objectives
• Negotiated and maintained cost-effective contract pricing structures with retail partners to produce positive return on investment

• Built channel marketing plans and programs with defined KPI and goals to meet pipeline and lead targets
• Built close relationships with key channel resellers and managed service providers
• Created and successfully implemented marketing programs
• Identified success measurements and documented performance metrics for channel marketing activities and campaigns

• Achievement of sales, distribution and trade marketing objectives focusing on the right & high impact outlets within areas of coverage
• Achievement of planogram execution based on product outlet classifications and contract negotiations, combined with implementation of pricing strategies
• Conduct thorough merchandising activities and compliance checks, to maintain and develop good business relationships with all assigned accounts like general trade, key accounts
• To provide relevant reports and updates needed by The company by maintaining proper and updated administrative records on sales data, distribution analysis, merchandising record and other business-related costs
• Price monitoring and reporting relating to illicit trade

• Networking within marketplace with various outlet owners and company stakeholders as to establish and maintain ground basis for strong working relationships.
• Consumer relations activities for benefit of brand and overall, business
• Thorough knowledge and application of legislation, marketing standards, and company codes of conduct.
• Strong understanding of Brand values, muscles and strength in order to profile correct consumers type for brand, based on monthly targets.