Brand Manager, Marketing

Mô tả Công việc
Purpose
・Create & execute Brand strategy in line with corporate & business strategy to increase Brand value (Brand presense)
・Prioritize where and how to invest to foster brands effectively in line with corporate and business strategy.
Strategy Structure: Corporate Strategy > Business Strategy (Category) > Brand Strategy > Product Line Brand Strategy(Management of sub-line)
Scope
Financial
・Net sales (vs BGT, vs PY)
・Business Profit (vs BGT, vs PY)
・ROI (Manage MKT expense)
・TCR(vs BGT)
Non-Financial
・Progress of Mid-term Strategy
・MK Share (vs BGT, vs PY)
・Brand Score (vs BGT, vs PY)
Decision-Making
・Create & execute Brand strategy in line with corporate & business strategy
・Add priority of investment among brand sub-line to increase Brand value
Operating network
External
- Media/ Research agency
- Authority
- 3PL Supplier
Internal
- PD/CCC/Sales
- Japan HQ
- Finance / Purchasing
- Supply chain
Area of Responsibility
1) Business Strategy (incl. mid-term strategy):
-Create & execute Business Strategy in line with corporate strategic direction
-Make sure to proceed category management (prioritizing among brands for investment) in line with corporate strategy
-Deeply understand Company technology, direction and market movement for decision of business strategy
2) Brand Strategy:
-Create & execute Brand strategy by defining brand purpose, where we are and who target is and who competitors are.
-Create sales supporting information materials (Brand strategy) on time
-Propose BGT (sales, P/L, MK master, MK investment) and implement marketing plan to achieve it with pursuing high ROI
-Execute and analyze Brand health check
3) Product Line Brand Strategy:
-Create & execute Product line Brand strategy (Management of sub-line)
-Create sales supporting information materials (product line brand strategy) on time
-Propose BGT (sales, P/L, MK master, MK investment) and implement product line brand strategy and MKT plan to achieve it with pursuing high ROI
4) Marketing Strategy:
-Create & execute Marketing strategy
-Build up strategy by analyzing 3C, 4P
-Create & execute communication plan (IBC) through all the touch-point (product, shop-front, ATL and BTL)
-Create BTL ideas including communication claiming & AW of POSM
-Create and execute MK campaign in collaboration with sales team
-Create P/L plan with PD team and well manage it (MI, BP%) by price guideline
-Well collaborate with all related departments and business partners to implement strategy effectively and smoothly (Create & share critical path, loading plan and necessary documents)
5) Consumer / Competitor / Channel Understanding:
-Analyze Brand Power Survey and develop plan to foster brand
-Analyze competitor situation and create attractive positioning
-Analyze channel situation and propose appropriate action
-Conduct research for understanding consumers
7) TCR contribution:
- Initiate and promote plan to contribute to company profit through TCR idea
8) Coaching:
- Coach other marketing members (Subordinates)
9) Paper work:
- Prepare some mandatory documents related to MK campaign / New Products
- Proceed paper work related to MK investment for financial purpose
- Paper work for smooth operation among departments related to MK activity
10) Other:
- Do assignment from direct superior
- Legal / QA