Nicole Wilmary De Wee

Purpose: To monitor market trends, develop brand plans and manage marketing activities, in order to establish, position and grow the KWV spirits and liqueur portfolio.

· Transition the brand strategy into a core creative idea which all communications (Through-the-Line)

· Lead creative and content generation in order to deliver a sustainable brand which will deliver against the strategic objectives

· Developed brand plans with clear link to execution

· Identified trends through research and insights within the global alcoholic beverage market, including consumer, customer and competitor

· Lead innovation from proposition development, liquid and pack creation as well as relevant pricing strategy

· Management and analysis of key financials including brand income statements, A&P budget management, inventory management and cost of goods (COGS)

· Effective management and evaluation of ROI on A&P

· Continuous improvement of COGS, supply chain and product quality

· Worked closely with the customer marketing and sales teams to ensure a focused activity matrix that drive volume or value in strategic channels

Influence and manage stakeholders (internally and externally) to ensure alignment on core brand strategies

• Executed the brand strategies and marketing campaigns of Pongracz, in line with brand and category strategy to drive engagement with customers, shoppers and consumers, improve market Brand Power, and deliver sustainable & profitable growth
• Development and execution of the Pongracz ICP (integrated commercial plan) of brands strategies
• Utilised consumer and market insights to build strong brand positioning with identified target consumers
• Utilized demand space thinking to activate the brand in correct channel and occasions
• Monitored market trends, competitive landscape, market share, brand performance, brand health, and consumer perceptions to share feedback to team
• Execution of ATL and BTL comms, sponsorships, and influencer partnerships management
• Maintained Website, CRM, social channels, and community management
• Development of creative briefs and creative guidance to agency partners to ensure alignment to brand objectives and performance KPI's
• Collaborated with sales and trade marketing teams, providing clarity on strategic direction, and ensure in-market execution alignment to brand and business objectives and performance KPI's
• Identified effectiveness and impact of current marketing initiatives with tracking and analysis, and optimize accordingly
• Presents ideas and final deliverables to internal and external teams
• Provided updates to line manager on the progress of marketing activities and compile reports on the results of campaigns
• Oversight of brand asset management on internal and external platforms: packs, brand visual identity, logos, creative assets
• Execution of all Pongracz brand & sponsored events
• Supported the execution of integrated commercial plans that drive brand growth
• Collaborated with sales and trade marketing teams to align marketing activities with sales objectives
• Executed marketing activities aligned to trade promotions and sales initiatives using a commercial framework, key objectives, and execution approach
• Monitored campaign performance and provided insights to optimize commercial plans
• Managed the Pongracz brand budget
• Contributed to the analysis of marketing ROI and make data-driven decisions to optimize resource allocation
• Identify cost-saving opportunities without compromising brand impact
• Management of brand A&P cost centres including monthly recons and budget reporting
• Collaborate with intrinsic, packaging, and product development teams to implement future fit products or product variations
• Collaborate with trade marketing and channel partners to develop target marketing initiatives
• Implementation of marketing strategies that complement the dynamics of each class of trade: off trade, on trade, eCommerce
• Contribute to development and execution of channel-specific trade promotions and activations, in-store merchandising, and trade assets, and POS materials with a consistent trade playbook for all channels
• Integrated creative and media agency account administration
• Ability to engage and collaborate with internal stakeholders across multiple projects: Global and Regional Marketing Teams, MT, Innovation, Trade Marketing, Sales, Group Key Accounts, Logistics, Finance, Legal, Revenue Management, Supply and Operations, Procurement, Corporate Affairs

• All CE's / PO's / Invoicing / Budget related queries & Management on Coupa
• All Travel Requirements
• All Promotional Liquor Requirements
• Brand 360; Trade Tools 360 – Updates + Archiving
• Silo – Ensure Pack shots up to date and monthly CE's processed
• All Regional Events (Regional Events Managers) liaison for brand; set up / strike and post evaluation reports
• Media 24 Sponsorships
• Permanent Visibility Drive- Project manage with suppliers (Brief / Provide trade solutions / Implement / Review)
• Weekly Performance tracking- Qlikview Regional Sales out details per sku / per region / per pack size & weekly out of stock report
• Merchandise- Support and maintenance of online catalogues
• Bansela: Manage all Bansela activity
• New Product development: 4th Street RTD & pack upgrade: Manage all weekly status meetings
• Manage internal stakeholders to ensure OTIF is met
• All cycle & Tactical Activation Preparations and execution
• Management of brand competitions
• All Procurement briefs Start – End (Adhere to Distell Process and procedures)
• Listing Information documents for any new Launches
• SAP CRM

• Creation of kindred spirits
• Full responsibility of the Cape town CBD and Atlantic Seaboard region
• Marketing activities in the CBD and Atlantic Seaboard Area
• Business consultant to outlet owners as how to grow their business and sales
• Negotiate strong, mutually beneficial partnership
• Agreements to build strong long term relationships
• Engaged key consumers through innovative activations
• Develop relative industry relationships
• Event activations
• Ensure availability and premium High 5 execution
• Pro-actively searching for opportunities to implement creative elements that drive the brand's image to offset money
• Attendance on key 3rd party and Red Bull events
• Organise incentives for customers and bar staff
• Grow and protect on premise accounts
• Correct positioning of the Red Bull brand and Red Bull product portfolio
• Routinely perform staff education to ensure brand understanding, perfect serve and encourage optimum pricing
• Permanent optimization of all OP tools
• Negotiate and implement commercial partnership Set-up and reach contractual and legal agreements
• Management of the local On Premise budget
• Observation and reporting of competitor activities
• Active search for new business in assigned area

• Plan, execute & document M&S, MMM, BP meetings with diary request timeously, book meeting rooms, set agenda document minutes
• Create and distribute (timeously) minutes to increase communication and achievement of discussed objectives and make sure all actions are adhered to by individual
• Follow through that all notes of the meeting have been actioned
• Coordinate IT tools, On Boarding Programme, HR procedures & Admin requirements needed for new marketing team members within one month of on boarding
• Consolidate business claims and invoices for payments, process according to finance procedures & timelines
• Monitor & maintain all indirect budgets for Marketing highlighting fluctuations midyear & annually
• Track deadlines & submissions for Marketing budgets midyear & annually
• Coordinate and run Red Bull and 3rd party marketing events
• Collate & edit monthly reports within submission due dates, M&S, MBR, Whats in the Pipeline
• Provide assistance in all areas of legal documentation
• Provide a summary of legal issues electronically & maintain hardcopy filing
• Support the Marketing Leadership Team with projects / event requests
• Develop & maintain a high level of awareness of the business activities