Job objectives
• Lead local execution of brand activation, brand communication and on- ground activities to drive business growth as per agreed objectives.
• Driving the success of marketing initiatives to make brands stand out in a crowded market, foster customer loyalty.
• Align strategically and work collaboratively with Headquarter Marketing team in set up of brand marketing plan & strategy, NPD pipeline, brand communication strategy and ATL media plan.
Job descriptions
Marketing Strategy Development
• Leverage the understanding to identify key brand drivers and to develop brand strategy to profitably grow the brand.
• Design, develop and implement comprehensive annual marketing that ensures the development delivers best support to brand objectives.
• Plan a marketing strategy to match the target group, in accordance with the budget, to achieve the company&039;s sales / profit goals.
Brand Activation and Brand Communication
• Plan marketing communication in all above the line channels, for instance on TVC and social media to create awareness of products, services, and boost sales. Align branding with Head Quarter brand guidelines and adapt locally.
• Develop insightful brand activations and integrated marketing communications aligned with brand proposition and brand strategies into action plan.
• Liaise with agencies, suppliers, including controlling the production of media pieces and follow- up.
• Implements the overall communications strategy including sponsorships, (incorporating advertising, PR and promotions) and its conversion into briefings and execution.
• Quantitative and Qualitative Data Analysis. Track the performance of marketing campaigns and determine ways to improve impact and efficiency across all media channels.
• Responsible for advertising and brand related spending, monitor brand performance using sales, financial, market and consumer data and recommends appropriate action. Ensures marketing spend is in line with budget.
• Combine campaigns with other offline marketing activities. Coordinate with the Trade Marketing team on organizing events, booths, and various promotional activities to support the growth of the brand in the market.
Consumer Insight
• Communicates clear channel guidelines, translates brand benefits and updates on consumer insights to trade marketing.
• Study consumer research to obtain insight, understand local market conditions, and competitors’ data to make comprehensive decisions.
• Develop plans which are set within the context of an agreed brand strategy & based upon relevant consumer insights, shopper behavior & attitudes.
Brand Innovation and Brand Renovation
• Analyze products and planning brand architectures and product portfolio.
• Liaise with global brand teams, regional marketing team and international markets to ensure activity relevance for brand strategy and global best practice.
• Identify category trends & market opportunities and assist in developing and managing the NPD pipeline.
• Consider all elements from a comprehensive brand audit to draw out implications, issues and recommendations for change.
