UBL is a subsidiary of EABL who owns 98.2% of UBL and 100% of IDU. Diageo in turn own 50.03% of EABL. UBL operates within a multi-cultural, multi-national environment. UBL is further categorised into Demand and Supply functions. The Supply business is involved in the production of beer and spirits.  The Demand business is involved in marketing and selling the product through RTM partners and retailers to consumers.

This role is located within the Demand Beer Uganda business. The job holder works closely with Relevant Marketing manager for planning and implementation of brand Marketing Business Plans; with sales team to ensure that field activities are in line with brand strategies; Consumer Planning & Research for provision of up to date research on brands; Global Brand Teams for brand strategy and best practice; Advertising and Experiential Agencies for effective and compelling brand communication; Media agency/Media houses for effective and efficient brand communication; Group procurement for prompt availability of quality materials and at budgeted cost; Finance for cost/budget controls and brands profitability; Production department for monitoring product quality and availability and PR agencies for enhancing brands image.

Market Complexity:

UBL has been a big player in the Ugandan beer market for over 70 years. However, there are serious competitors who have come in the market. State of the economy with high taxation, high pricing and falling disposable incomes has made beer expensive. There is increasing government legislation that demands high compliance and change of advertising practices. The company has also partnered with internationally recognized brewers in the business of marketing and distributing their brands. Changing consumer needs demand brands that fit.

The company invests heavily in A&P, Media buying, sponsorships and events to build brand equity and increase operating economic profit. Market situation is changing rapidly due to the economic situation and opening up of the economic trading blocks allowing in flow of products from other markets. Consumers are becoming more sophisticated.  This requires proactive marketing to maximize company market share. Trade is evolving and being more sophisticated especially at retail level.

Leadership Responsibilities:

The job holder is expected to coach and motivate agency partners and the cross functional teams to perform and deliver business goals.

Top Accountabilities

• Develop, implement & monitor annual strategic brand plan including management of allocated budget.
• Monitoring brand availability and sales and being proactive on factors affecting the brand sales and market share performance.
• Identify and recommend market research programme aimed at enhancing brand positioning.
• Analyzing market research data including secondary research and taking corrective action for enhancement of brand strategies.
• Effective management of brand advertising and sales promotion to generate brand growth.
• Recommending, planning & co-coordinating brand PR activities likely to enhance the brand sales and image in the short or long term.
• Monitor competitor activities affecting the brand and take appropriate corrective action
• Monitor, evaluate and recommend brand-packaging update including pack and range extensions and follow through to implementation in liaison with Marketing Manager.
• Regular and continuous monitoring of brand costs and profitability and recommend areas for improvement.
• Prepare monthly brand expenditure and variance report to control budgeted expenditure.
• Plan and implement brand media strategy.
• Market intelligence through regular trade visits and utilizing this to enhance brand activities.
• Design, procurement and economic distribution of brand promotional materials to plan.
• Interaction with Regional Brand liaisons to give updates on implementation of Brand strategic plans.

Qualifications and Experience Required:

• A Bachelor of Commerce Marketing or business degree or equivalent
• Minimum of 4 years marketing experience preferably in a FMCG environment.
• Marketing management experience
• Experienced in the development and execution of advertising strategies.