Brand Activation Manager Baltics & Finland

LAVAZZA & MERRILD

At Lavazza Baltics we work with Lavazza - Italy's premium coffee no. 1 and Denmark's most famous coffee brand Merrild. We are market leaders in the retail sector and want to maintain and develop this position. We are looking for an experienced Brand Activation Manager who can contribute to our continued growth and success. You will be responsible for Estonia, Latvia, Lithuania & Finland. Your place of work will be our office in Riga. 
You will report directly to the Marketing Manager Baltics, Finland & Sweden, you will work in a team with daily interaction with the Trade marketing manager to build effective full-funnel initiatives cross channels.

JOB OVERVIEW

The Brand Activation Manager is responsible for developing and implementing local strategies to enhance the visibility, engagement, and market presence of the Lavazza and Merrild brands in Baltics and Finland. The role is crucial in enhancing brand awareness and consumer interaction through effective activation strategies. The primary focus is on creating marketing initiatives that connect our consumers target with the brand and products.

KEY RESPONSABILITIES

• Brand activation plan: crafting local brand activation strategies tailored to the local markets and consumer preferences, aligned with the country´s overall business and marketing goals and in alignment with the global company and brand strategy.
• Assortment management: define the optimal product assortment based on local consumers’ preferences, lead new product development & launches and ensuring the correct positioning across all distribution channels where we are present, while considering financial implications reflected in Profit and Loss statement.
• Media strategy: local adaptation, planning and implementing brand media campaigns (offline/online), influencers, CRM and other initiatives in collaboration with HQ teams and agencies.
• Consumer Engagement: creating memorable and impactful experiences by engaging with the community and target audience through events, sampling activities, product demonstrations in collaboration with external agencies.
• Market monitoring, Measurement and Analysis: Be on top of industry trends, consumer preferences, and competitive landscape to identify new opportunities, conducting research and analyzing market data, providing insights for optimization and future planning.
• Brand ambassador: acting as a brand guardian, embodying the brand values, and maintaining a positive brand image in all interactions with the community.
• Partnership and co-marketing management: collaborating with external agencies and partners to increase brand visibility and build connections with the target audience.
• Budget Management: overseeing local budget allocation for brand and consumer initiatives, insight, and research to ensure optimal utilization of funds with highest return on investment (ROI).
• Cross-Functional Collaboration: Working closely with local sales and finance departments, other cluster functions and HQ teams to ensure that all activities are aligned with the global brand strategy and the agreed business goals.

QUALIFICATIONS

• University degree or equivalent in Marketing, Business Administration, or relevant field
• +5 years of working experience within Marketing, preferably in a multinational FMCG company
• Experience of working in cross functional teams
• Strong strategic and analytical skills with proven experience in developing and implementing marketing strategies
• Proficient in overseeing project management tasks
• Proficiency in Latvian and English
• Sound knowledge of financial principles and a solid grasp of Profit and Loss statements
• Effective communication skills
• Effective network building and stakeholder engagement capabilities
• Advanced skills in PowerPoint and Excel
• Willingness to travel occasionally to Italy or other cluster´s countries.
   

WE OFFER

An exciting ambitious organization in development, where well-being, personal and professional development opportunities are part of our strategic priorities. In addition, we focus on an inclusive culture, where everyone experiences that our values: Authenticity, Passion for Excellence, Responsibility and Inventiveness are lived in everyday life. 
In addition, we offer a competitive salary package starting from 2500 EUR gross, health insurance and various employee benefits.

For further information, Marketing Manager Karena Kirse can be contacted on karena.kirse@lavazza.com

The applications are processed continuously, and we fill the position when we have the right candidate. We only accept applications via our recruitment system. 
 

ABOUT US

Lavazza Baltics & Sweden part of Lavazza Group, which has been producing real Italian coffee for 130 years. Luigi Lavazza S.P.A. is among the world's leading coffee suppliers, with an annual turnover over € 3 billion and more than 5,000 dedicated employees who share Lavazza's passion for offering consumers the highest quality coffee quality and enjoyment. Lavazza Baltics is located in Riga. We are 18 employees across Baltic offices.
Lavazza is a family-owned group, established in 1895, headquartered in Turin, Italy. Lavazza is Italy's leading coffee brand. The company's coffee products are also enjoyed in more than 100 countries worldwide.

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