Executive, Marketing (MCO)

Job Responsibilities

1.Marketing Strategy Planning

Develop annual marketing plan through leading the situational analysis, developing the marketing strategy, brand strategy & product portfolio strategy, and pricing strategy), in alignment to global strategy & direction and according to business objectives aligned with Leadership Team. This also includes developing initiatives/activities to realize the strategy and recommending financial requirement.

2.Brand & Product Portfolio Management

Lead Brands and Communications to optimize brand & product portfolio by prioritizing core brands & products according to market trends & needs, and business objectives in delivering sales and profitability targets, in alignment with Global strategies.

Introducing new products according to product portfolio strategy and manage products & SKUs deletion, in alignment with PLI regional & global teams, to facilitate growth of sales, maximize GP through reducing portfolio complexity and driving focused portfolio.

Timeliness of new product introduction and product/SKU deletion

Product and SKU performance:

3.Pricing Management

To strategize PETRONAS’s Lubricants product price positioning vs competition in market in alignment with product portfolio strategy, to facilitate growth of sales and maximize GP.

To assist in negotiations with PLI and provide guidance to trade marketing & sales team on market implementation of agreed pricing strategy.

Monitor pricing implementation and review price movement against competition together with trade marketing via quarterly price tracking.

4.Brand Communication (ATL & BTL) and Consumer Promotion Planning & Implementation

Lead annual communication planning with external agencies (media, creative, PR and BTL), by developing communication brief and closely working with agencies in media planning, creative development and implementation according to agreed brand strategy and communication objectives & strategies and agreed A&P investment for SPRINTA brand.

Plan and implement national consumer promotions in alignment with sales to enhance growth of volumes, margins and efficient A&P per liter to achieve annual business targets.

Guide Trade Marketing team in integrating ATL campaign idea into trade activations & promotions effectively to drive awareness and engagement of trade customers in B2C

5. Business Performance Management

Implementation of all the above activities and track/review the performance against the agreed marketing objectives and business targets to ensure effective implementation of marketing plan.

Manage and monitor A&P budget within agreed plan with no compromise of effective implementation.

Annual and activity base:

6.Channel Planning

• Work with Head of Trade Marketing (B2C) or Trade Marketing Manager (B2C) to define specific channel strategy for assigned trade channel, in line with B2C business objective and strategy.

• With thorough understanding of customer needs through formal research or informal survey, formulate plans for assigned trade channel to address issues and capture opportunities for sales & profitability growth according to business objectives and trade marketing objectives, with recommendation on resource requirement.

7.In-Store Category Development

• In line with in-store vision of success developed for specific Spare parts channels, develop plans to drive brand visibility, in alignment to category and brand strategies as defined by Brand & Communication team.

• Develop and implement need base solution, in particular for specialized strategic outlets, in alignment with strategy and CVP from Brand & Comm team, to strengthen brand equity and customer loyalty.

• Drive consistent and effective implementation in workshop channel through continuous monitoring and review with course corrective actions.

8.Trade Marketing Programs Development

• With thorough understanding of customer (workshop owners, mechanics) needs through research study, work closely with agency, design and develop tailored service packages (TSP) for assigned trade channel, to drive trade advocacy, deliver channel growth and meet the business objective. Ensure positive ROI for each initiative planned and executed.

• Drive timely implementation, effective execution and timely fulfillment of overall TSP and the individual components in TSP (product mix, pricing & trade margin, sell in/sell out/sell through programs, promotions, contracts, merchandizing, training).

• Monitor and track activity performance, conduct post-implementation review, and propose actions for improvements based on learning.

9.Sales & Operation Process (S&OP)

• Timely input of trade marketing activities that impacts demand forecasting.

• Active participation in demand forecast planning and discussion, in alignment to business strategy and objectives.

• Active participation in business review meeting with good evaluation and analysis of past channel performance and channel activities and proposal of corrective actions if needed.

10.Trade Marketing Programs Development

Monitor and Control performance related Total Trade Spend (TTS) and A&P budget to support priority initiatives, in alignment to trade marketing plan. Ensure positive profitability by each initiative and in totality by continuously evaluate the effectiveness of investments.

Trade Spend & A&P per liter vs Plan

Qualification:

Education:

• Bachelor’s Degree in Marketing, Business, Economics or Engineering.

• Postgraduate degrees in Marketing or Business Administration is an advantage.

Working Experience:

• Cumulative 5 years experience in either Brands, Communications, Marketing, Public Relations, Business Development, or a combination of the above is an advantage.

• Working experience in Downstream O&G, FMCG, Industrial Equipment and Fleet Management is an advantage.

Other Functional Requirements:

• Proficiency in Bahasa Melayu and English both spoken and written. Mandarin and other languages are an added advantage

• Willingness to travel within Malaysia

• Possesses own transport and able to commute inter-state

• Flexible in working hours, may be required to supervise agencies at work site

• MS Office proficiency (MS Word, MS Powerpoint and MS Excel)

• Business warehouse systems manipulation, experience and know-how with SAP is an added advantage

• Good project management skills

• Able to work with agencies to deliver required outputs within specified timelines.