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Position Summary
Reporting to the Marketing Manager, Brand Manager is responsible in brand communications, planning and implementation of brand marketing initiatives throughout consumers’ journey. This support is vital for smooth implementations and in timely manner towards achieving the set objectives which is aligned with overall brand objectives and targets. Brand manager will also lead in new product launches or relaunches support, integrate ATL, digital & BTL plans. Brand manager is accountable for brand marketing A&P budget of Brand category.
Working Location: Vinda SEA HQ (Bandar Bukit Raja, Klang, next to Setia Alam)
You will play an essential role to:
To have an in-depth understanding of target audience and drive the development of brand communications and marketing initiatives in line with brand strategies to achieve business plans and objectives. In doing so:
- Lead in Implementation and execution of approved brand activities and campaigns in line with brand strategy and work closely with all relevant parties (internal and external) to ensure Business Plans and Brand Objectives are achieved.
- Lead & coach a team of brand executives to deliver strong marketing plans and achieve business goals.
- Key driver in recruitment strategies and plans including strong understanding of target audience (pregnant moms) needs & behaviour and engaging them in relevant touchpoints.
- Develop and deliver effective marketing campaigns to increase brand awareness through various touchpoints such as digital platform, social media, BTL in-store and PR communications.
- Key driver in development and implementation of integrated marketing support for new product launches, relaunches and other marketing campaigns.
- Work closely with media agency to develop strategic media plan and ensure effective reach of target audience whilst stretch media budget.
- Contribute ideas and input into the 360 marketing plans for ATL, digital, BTL events and in-store activities during annual business plan.
- Work closely with agency on sampling activities at relevant touch points such as in-store, on-ground, hospitals, clinics and etc. and develop sampling tools and materials to support sampling activities.
- Work closely with agency on development of POSM / Communication materials including Brand Imagery and ensure it’s within Brand guidelines.
- Actively contribute and participate in meetings with internal team (sales, innovation and product development, finance and product supply) and external parties (media agencies, social media agencies, research agencies and creative agencies).
- Key driver for E comm platforms, in terms of communication and media support to drive traffic and conversion. Work closely with sales team, creative designer and CPAS.
- Lead and manage any ad-hoc tasks designated by Marketing Manager of Baby category, as and when basis to achieve brand and business objectives.
- Monitor, report and analyze:
a) post campaign evaluation and learnings of brand activities and campaigns.
b) monthly commercial report.
c) monthly and quarterly research data to identify opportunities and gaps and also to create competitive advantage.
d) sales deck & ensure proper communication and execution of brand initiatives.
e) competitive analysis which includes monitor, review, analyze competitors activities such as pricing, communications, launches / relaunches, marketing activities and market share.
f) Complete PBS (Product Bundle Sheet) report on competitors new launches or relaunches.
- Accountable for Brand Marketing A&P - track and monitor actual spend against budget for each of the marketing activities to ensure spend within A&P budget allocated.
Functional & Leadership Capabilities
- Ability to contribute fully and work within cross functional teams. Proven experience leading and driving complex projects.
a) Makes the vision happen
b) Consumer focus
c) Performance driven
d) Communicates effectively
e) Has passion
- Ability to guide and coach the team in developing and implementing integrated 360 marketing plans.
- Ability to operate in dynamic, fast changing environment. Solid P&L understanding.
- Strong understanding of research tools such as Kantar/Ipsos/Dunnhumby/Nielsen with interest in details, numerical as well as verbal skills.
To be successful in this role, you will need to have:
- Any Degree but specialty in Management/Business Administration/Marketing preferred
- At least 5 years of Brand Management experience in FMCG industry
- Good, in depth and practical understanding of the fundamentals of marketing mix and business processes would be an advantage
- Highly analytical with the ability to guide the team in going through complex data and coming out with insights on gaps and opportunities for the brand
- Experienced in Conflict resolution – ability to engage in productive discussion despite encountering strong opposing views. Influence opinion and overcome adversity professionally
- Strong business management, effective teamwork with all parties concern, strong initiative follow-thru, good communication and listening skill
- Experienced in execution – very hands on to develop, motivate and enhance the skills and in leading a team of executives
