Consumer Marketing Senior Executive
Salary undisclosed
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Principal Functions:
Business and Brand Management:
- Overall Business and Brand Management of the designed brands.
- Brand/ Marketing Strategy Management: Responsible for the brand building, including the product positioning, strategic activities, sales performance, sales promotion and product profitability.
- Marketing Planning: In-charge of the product annual Marketing Plan, Mid-Term Plan, and Long-Term Plan.
- Product / Business Development Improvement: Responsible for the new product development, existing product improvements (concept, packaging structure, package design, etc.), quality and cost improvement activities and etc.
- Sales Promotion(Sports event management, Key Accounts and potential customer cultivation)
- Customer Feedback/ Complaint (support)
Business and Brand Management:
- Ensure all brand marketing activities and business solutions are executed inline with agreed global/ regional brand strategy and company policy.
- Brand Strategy and Positioning in clear communicate the unique value proposition of the brand to differentiate it from competitors in the market.
- Build and maintain brand perception that resonates with customers, fosters loyalty, and contributes to overall business success.
- Brand Monitoring by monitoring brand mentions and customer feedback through fieldwork visit to understand Food Service preferences market trends and competitor activities.
- Profitability: To manage the product profitability at planned Gross Profit (GP) and Business Profit (BP) level by having a deep understanding on the cost structure of the designated brand.
- Sales: To plan the annual KPI, activities, expenses budget and schedule. To ensure the achievement of KPI within the schedule and expenses allocations.
- ROI: To manage the activities ROI by having a deep understanding on the Food Service customers needs, market trend and operation.
- Above The Line (ATL): To work closely with functional team and advertising agency on the ATL advertising plan to manage the effectiveness of the consumer communication tool;
- To meet the marketing objectives such as increase brand awareness, improve brand image, improve food service perception, improve food service engagement, etc
- Below The Line (BTL): To work closely with functional team, related department and event agency on the BTL sales promotion and PR activities to increase sales off take, improve shelf display, induce trial purchase experiences and etc.
- POP / Premium Management: To manage of POP well / Premium planning which includes ordering, delivery schedule, receiving, quality checking, issuance and balance inventory management at different warehouse / store room locations.
- Marketing Plan: To prepare the annual marketing plan which include the situation analysis (market, food service customers, competitor, sales performance and resource), identify key issue, propose directional solution and action plan.
- Mid-Term / Long Term Plan: To set direction of next 3-years to 10-years plan based on SWOT analysis by taking into consideration both internal and external factors for future company expansion plan.
- New Product Development: To promote company diversification program.
- To conduct analysis on market opportunities, trend and internal resource.
- To establish product concept for prototype recipe development.
- Development schedule (until product launching)
- Brand name, package and design development.
- Marketing and sales plan (Profit and Loss Plan; expenses budget)
- Market survey to understand the consumer needs and behaviour, concept acceptance and prototype preferences.
- Rules and Regulations for package labelling.
- Launching of new product and monitor the progress.
- Sales Promotion(Sports event management, Key Accounts and potential customer cultivation)
- Customer Feedback/ Complaint (support)
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