Role Profile:

Define the tactical and strategic direction of product lines within each category in line with the product calendars as well as assessing and managing the product Business mix to achieve Company Financial and Business objectives.

The below Key Performance Areas include but are not limited to:

Manage business strategies and activities from development to implementation to achieve business objectives.

• Set forecasts for promotional campaigns.
• Create and present business case for new programmes to support growth strategies and profitability targets.
• Create and manage financial operating category plan.
• Lead integration of financial activities, including planning, forecasting and business analysis, to drive category planning and strategies.
• Create annual operating plan for category, including products from the SCI and regional calendar, pricing, packaging and store assortment.
• Identify and lead integrated programmes in collaboration with other categories and marketing.
• Create positioning strategy for category based on competitive and market place strategic assessment.
• Recommend and assist marketing manager in developing strategic direction of Starbucks category.
• Accurately recommend and selects the appropriate product catalogue for the Starbucks outlets in the region, to deliver consistently high quality beverages, whole Bean and Merchandise products in line with Starbucks product strategy and marketing calendar.
• Manage the regulatory process for the upcoming products.
• Evaluate, prioritise and lead decisions regarding new products and marketing opportunities based on financial viability and brand fit.
• Manage the product lines through their life cycles: core, seasonal and promotional.

 Maintain up-to-date competitor and global business trends knowledge

• Lead customer research to define customer targets and marketing mix.
• Apply customer research to make decisions regarding category direction.
• Leverage understanding of competitive marketplace to project potential threats to category and creating positioning strategy for product categories.
• Monitor local market for changing consumer and lifestyle trends, and benchmarks Starbucks against competition.
• Track business performance in a timely manner

Coach and mentor team, set goals and develop individuals on an ongoing basis.

• Coach team and build capabilities.
• Mentor other marketing team members.

Develop internal and external relationships and negotiate to achieve business objectives.

• Liaise with Starbucks Coffee EMEA and international to maintain knowledge on global business trends and product innovation.
• Build and maintain relationships with strategic industry and cross functional partners.

Review business critical information, make recommendations, communicate and facilitate solutions.

• Track, Analyse and communicate product and programme performance, develop and track appropriate metrics.
• Manage the categories and focus on achieving business targets, percentage in total categories business mix, unit sales and product margins.
• Communicate with key interfaces to expedite the introduction of new products and promotions, working with SCO, Operations and IT to ensure stores are consistently meeting the required standards on Beverages, Whole Bean and Merchandise products.

Provide functional expertise and execute functional responsibilities.

• Initiate and lead appropriate cross functional teams to deliver category business objectives.
• Work closely with SCO team and provide information and direction for planning, forecasting and managing inventories across channels.
• Initiate and lead appropriate and cross functional teams to deliver category business objectives.
• Lead the development of new product concepts from conception through implementation.

Experience

• Progressive experience of product brand management with P&L responsibility.
• Development of marketing plans leading the development on new product concepts from conception through to implementation