Accountabilites:
- Strategy
- Leading the creation of consumer-driven category, portfolio and brand strategies – Consumer and market insights, category and portfolio opportunities assessment, roles of brands in portfolio, BWP processes, brand architecture and global marketing rules and guidelines – Competitive strategy review to define implications and learning
- Defining marketing strategies to grow the portfolio and the brands — Consumer price point index, packaging, product, brand positioning, brand communications, sponsorships, consumer promotions and resources requirement
- Sparring and supporting other functional managers in strategy development – Long-term strategy and operation policies in marketing, sales and trade marketing
- Providing strategic input / support to corporate and region — Regional marketing plan, global and regional projects
- Planning
- Leading the development process of the yearly portfolio and brand plans – Target setting, ATL/ BTL budget development, 360 degree communication plan, brand activities calendar, activation plans
- Championing the communication and alignment processes with key stakeholders to take strategies to action plan – Agency briefing and management, internal approval from marketing director, corporate and regions, alignment with key stakeholders at the operating environment
- Challenging and supporting cross function planning process – Market research plan, channel plans, sales plans
- Execution
- Directing and coaching the senior brand managers to execute the portfolio and brand plans – Tracking and recommending consumer price index for own brands against competitors – Delivering brand activation programs as planned – Setting KPIs for senior brand managers and brand programs – Keeping ATL / BTL spending within budget
- Directing and managing agency partnerships to deliver brand strategies —– Briefing, supervising and evaluating agency partners to execute brand programs
- Challenging and supporting cross functions in execution
- Channel promotions and customer management programs
- Monitoring / reporting
- Using measurement to drive brand performance — Track, evaluate and use qualitative and quantitative research to define opportunities and issues for the portfolio and individual brands – Regularly review with other functions on key performance indicators for learning and improvement opportunities
- Tracking, analyzing and using financial information to maximize return on brand investment – Using P&L, ABC costing, GP net by brands and by SKUs to review and decide brand strategies – Coaching and challenging team to evaluate ROI of key brand programs
- Getting insights from market, media and consumers trends
4. People
- Leading the marketing team and managing people development — Putting right people in right jobs, people coaching, performance management, personal development, career development and professional coaching
Requirements:
- Master Degree
- Business Administration, Marketing management or Economics
- 8 years minimum in brand management, sales and/or trade marketing. Financially and analytical literate
- English