A. Job objectives
• Align strategically and work collaboratively with Headquarter Marketing team in set up of
brand marketing plan & strategy, NPD pipeline, brand communication strategy and ATL media plan.
• Lead local execution of brand activation, brand communication and on-ground activities to drive business growth as per agreed objectives.
• Driving the success of marketing initiatives to make brands stand out in a crowded market, foster customer loyalty.
B. Job descriptions
1. Marketing Strategy Development
• Plan a marketing strategy to match the target group, in accordance with the budget, to achieve the company's sales / profit goals.
• Leverage the understanding to identify key brand drivers and to develop brand strategy to profitably grow the brand.
• Design, develop and implement comprehensive annual marketing that ensures the development delivers best support to brand objectives.
2. Brand Activation and Brand Communication
• Develop insightful brand activation and integrated marketing communications aligned with brand proposition and brand strategies into action plan.
• Plan marketing communication in all above the line channels, for instance on TVC and social media to create awareness of products, services, and boost sales. Align branding with Head Quarter brand guidelines and adapt locally.
• Implements the overall communications strategy including sponsorships, (incorporating advertising, PR and promotions) and its conversion into briefings and execution.
• Combine campaigns with other offline marketing activities. Coordinate with the
Trade Marketing team on organizing events, booths, and various promotional activities to support the growth of the brand in the market.
• Liaise with agencies, suppliers, including controlling the production of media pieces and follow-up.
• Quantitative and Qualitative Data Analysis. Track the performance of marketing campaigns and determine ways to improve impact and efficiency across all media channels.
• Responsible for advertising and brand related spending, monitor brand performance using sales, financial, market and consumer data and recommends appropriate action. Ensures marketing spend is in line with budget.
3. Consumer Insight
• Study consumer research to obtain insight, understand local market conditions, and competitors' data to make comprehensive decisions.
• Develop plans which are set within the context of an agreed brand strategy & based upon relevant consumer insights, shopper behaviour & attitudes.
• Communicates clear channel guidelines, translates brand benefits and updates on consumer insights to trade marketing.
4. Brand Innovation and Brand Renovation
• Consider all elements from a comprehensive brand audit to draw out implications, issues and recommendations for change.
• Identify category trends & market opportunities and assist in developing and managing the NPD pipeline.
• Analyse products and planning brand architectures and product portfolio.
• Liaise with global brand teams, regional marketing team and international markets to ensure activity relevance for brand strategy and global best practice.
C. Job qualifications
1. Skills and Attributes
• Proficiency in Data analysis and performance tracking to measure the success of brand activation initiatives.
• Proficiency in relevant software and tools for campaign management and analytics.
• In-dept knowledge of
digital marketing channels and trends in brand activation.
• Consumer/ market research.
2. Qualifications and Experience Levels
• Bachelor's degree in Marketing, Business Administration or a related field.
• 5+ years experience in a senior brand management, senior marketing operation or advertising agency activation or similar role but focusing on brand activation.
• Experience in FMCGs industry (Home care, Personal care category).
3. Soft skills refer
a) Lead and motivate a team to deliver exceptional results.
b) Profound impact of creative and strategic thinking skills.
c) Excellent project management skills with capacities to oversea multiple campaigns simultaneously.
d) Exceptional communication and influential presentation skills.