MDPs

MANAGING BRAND P&L / RESOURCE ALLOCATION / MEASUREMENT

OBJECTIVES:
Every one of us needs to act as owners, working together to drive market share and profitable growth. Great marketers understand how the business works and know the impact of the decisions they make.

ACTIVITIES:
Understand the financial drivers of the business at all levels (i.e. share, revenue, profitability, COGs, marketing spend, new launches, etc.)
Track market share and business results relative to the competition and take measures to address gaps
Manage the P&L and identify risks
Select, monitor and analyze appropriate metrics and data, both digital and non-digital, to assess performance and make recommendations
Make decisions based on ROI and KPIs, and course correct based on results if needed

CAPABILITY LEVEL 1: ORIENTATION

  • I manage project budgets within aligned variances
  • I understand the various financial drivers of my brand and can offer options / ideas for driving the business
  • I provide analysis to support budgeting and forecasting and have a basic understanding of key financial metrics
  • I’m able to set clear performance metrics for my programs and regularly track performance
  • I track market share and identify potential risks / threats
  • I identify potential risks to my brand / portfolio P&L and recommend solutions to meet financial goals

CAPABILITY LEVEL 2: PROFESSIONAL

  • I effectively manage the budget & P&L for my brand / portfolio
  • I analyze multiple external data points to identify risk / opportunities for the P&L
  • I identify contingency plans and secure resources / options to meet financial goals
  • I accurately predict the financial impact of competitor actions and our programs
  • I coach brand managers to set clear performance metrics for programs and regularly track performance

CAPABILITY LEVEL 3: LEADER

  • I have full responsibility for P&L delivery and market share and put in place actions accordingly
  • I play an active role in reviewing TA portfolio performance and take actions to secure financial results
  • I can clearly explain what drives our financial performance and market share
  • I make decisions based on ROI and other KPIs and secure investment in future growth