Brand Activation Manager

Job Description

Job Description:

Brand Activation Manager – H&W Italy (T1)

Who are we?

We are Health & Wellness, part of Mars Snacking. Our ambition is to be the world’s leading Healthy Snacking company. Leading with purpose, winning with consumers in tailwind snacking spaces and becoming the home of choice for future insurgent brands. Currently we operate 2 of our global Health & Wellness brands in EMEA: KIND & Trü Frü.

Since its founding in 2004, KIND has been on a mission to make the world a little kinder one snack and one act at a time. KIND was born out of its founder’s desire to create a snack that was healthy and tasty, wholesome and convenient. What began as a line of premium Fruit & Nut bars sparked the creation of an entirely new healthier snacking category. Today, KIND has a family of snacks that offer solutions for a variety of different occasions.

Trü Frü was launched in the US in 2017 and acquired by Mars Inc in Q1 2023. The brand has had a rocket-like growth in both frozen and ambient space in the Fruit forward snacking categories in the US. The brand is predominantly Fresh Fruit either Hyper Chilled (Frozen) or Hyper Dried covered in a layer of white chocolate followed by another layer of Milk or Dark Chocolate. After successfully launching in the UK, Germany, and France, we're now excited to bring this amazing product to S. The founder Brian describes tasting the product as life changing. Are you ready for your life changing move to trüfrü?

The brand is famous for its social-first strategy & activation, already having gone viral multiple times on TikTok in the US, UK and Germany.

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We're looking for passionate, conscious collaborators to help us meet our goals. If you’re looking to be a part of an inspiring, energetic and entrepreneurial environment, you found the right place.

What will you do?

In this role, you will be responsible for driving the execution of social media and influencer partnerships, sampling & experiential marketing as well as consumer engagement strategies. This role is responsible for bringing the brand to life through impactful activations that increase brand awareness, create consumer pull and et our brands into as many mouths as possible and drive instore / on-line visibility.

The role will report into the South Europe Market Acceleration Lead, with the aim of creating an annual customer centric plan, using various marketing tactics to deliver key KPIs e.g. ROS.

Essential duties and responsibilities:

• Drive the local execution of brand activation plans, focusing on social media management, community engagement, and local influencer and brand partnerships to drive relevance, awareness, and engagement.

• Develop and curate engaging, locally relevant content for CH social media channels (e.g., TikTok, Instagram) by finding local inspiration & trends, owning the content calendar as well as adaptation based on performance.

• Fostering a strong community of brand loyalists by engaging through strategic community management, ensuring a timely and with the right brand tone of voice.

• Source and develop key influencer, brand, and PR partnerships to generate hype and desirability among target consumers, while managing content and campaign execution to maximize impact and reach.

• Partner with agencies to plan, execute, and review field marketing activations, driving key learnings that support continuous improvement and ensure optimal execution.

• Develop and execute brand and customer / in-store activations across relevant consumer touchpoints and channels, ensuring alignment with brand strategy and guidelines.

• Track and analyse activation performance to capture learnings, drive continuous improvement, and optimise future execution.

• Manage the marketing budget throughout the year, ensuring that set targets have been met.

Experiences we are looking for:

• 2+ years' experience in a marketing role, preferably with a bachelor’s degree in marketing or a related area.

• Significant experience in digital marketing, with strong expertise and experience in social media marketing, including content creation, paid media planning, and community management

• Experience in identifying and executing value-added brand and influencer partnerships, ranging from one-off activations to long-term strategic collaborations.

• Experience in field and trade marketing is preferred, including successfully driving product trial initiatives and enhancing product visibility at retail locations.

Key behaviours and skills:

• Resilient Agility: Ability to work within a fast-paced, cross functional, and ambiguous environment with the ability to navigate complex situations and challenge the status quo with an ‘anything is possible mindset’.

• Drives Results: A self-starter who approaches tasks with energy and drive, consistently finding solutions despite obstacles and setbacks.

• Optimizes Work Processes: Identifies the necessary processes to get work done, as well as focusing on seizing opportunities for synergy and integration by continuously evaluating what is working and not working.

• Interpersonal Savvy: Builds constructive relationships by communicating and engaging all the different stakeholders ranging from the sampling teams to influencers, customers, sales, and the European team.

• Entrepreneurial Spirit: Ability to spot opportunities and capitalize on them quickly, as well as constantly finding ways to make our limited budget and resources stretch as far as possible.

• Plans and Aligns: Ability to juggle multiple projects and responsibilities, while maintaining an eye for detail.

• Standalone: Able to lead projects but also possess the ability to work independently.