Lead brand strategy, portfolio direction, and marketing performance across assigned business scope to ensure brand growth, consumer relevance, and commercial contribution.
Brand Strategy &
Portfolio Direction
Define key insight needs from market, consumer, competitor, channel, and sales data. Convert insights into growth opportunities, risk alerts, and strategic recommendations.
Define product roles, value proposition, launch priorities, and portfolio growth opportunities.
Lead brand positioning, brand architecture, portfolio role, and annual brand roadmap across assigned business scope.
Translate business objectives into clear marketing priorities, KPIs, and investment direction.
2.
Integrated Marketing Communication
Direction
Set annual IMC direction across digital, social, in-store, trade, activation, PR, and partnership channels.
Approve major campaign direction, key message, creative route, media direction, and communication priorities.
Define KPI framework, dashboard logic, budget direction, and performance review rhythm.
Ensure brand guideline, claim control, communication consistency, and reputation risk management.
3.
Event
Strategy &
Investment
Define event strategy as part of the integrated marketing mix determine which event formats, scales, and partnerships drive brand objectives.
Make investment decisions across event types (trade, consumer, corporate) with clear ROI expectations.
Build strategic event partnerships and sponsorship frameworks aligned to brand positioning.
4.
Crisis
Management &
Reputation Governance
Own crisis management framework and playbook for the division, define protocols, roles, and escalation paths.
Make strategic decisions under pressure with brand reputation at stake, including external communications.
Lead post-crisis review and implement systemic improvements; ensure crisis preparedness through scenario planning and team drills.
5. Team &
Stakeholder Leadership
Allocate projects, guide team members and align priorities with senior management and cross-functional teams.
Build team capability in brand planning, business reading, project ownership, and performance evaluation.
Align with R&D, Sales, Trade, Operations, and Supply Chain on product launch and lifecycle direction.
6.
Talent
Development &
Succession
Develop talent strategy and succession pipeline for the division identify and grow high-potential talent for leadership roles.
Create a learning culture where knowledge sharing, cross-training, and capability building are team habits, not events.
Define competency frameworks and readiness criteria that align individual growth with division capability needs.
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