Purpose
Prioritize where and how to invest to foster brands effectively in line with corporate and business strategy.
Create & execute Brand strategy in line with corporate & business strategy to increase Brand value (Brand presense)
Strategy Structure: Corporate Strategy > Business Strategy (Category) > Brand Strategy > Product Line Brand Strategy(Management of sub-line)
Area of Responsibility
Business Strategy (incl. mid-term strategy):
Create & execute Business Strategy in line with corporate strategic direction
Make sure to proceed category management (prioritizing among brands for investment) in line with corporate strategy
Deeply understand Company technology, direction and market movement for decision of business strategy
Brand Strategy:
Create & execute Brand strategy by defining brand purpose, where we are and who target is and who competitors are.
Execute and analyze Brand health check
Propose BGT (sales, P/L, MK master, MK investment) and implement marketing plan to achieve it with pursuing high ROI
Create sales supporting information materials (Brand strategy) on time
Product Line Brand Strategy:
Create & execute Product line Brand strategy (Management of sub-line)
Create sales supporting information materials (product line brand strategy) on time
Propose BGT (sales, P/L, MK master, MK investment) and implement product line brand strategy and MKT plan to achieve it with pursuing high ROI
Marketing Strategy:
Create P/L plan with PD team and well manage it (MI, BP%) by price guideline
Create BTL ideas including communication claiming & AW of POSM
Create & execute Marketing strategy
Build up strategy by analyzing 3C, 4P
Create and execute MK campaign in collaboration with sales team
Well collaborate with all related departments and business partners to implement strategy effectively and smoothly (Create & share critical path, loading plan and necessary documents)
Create & execute communication plan (IBC) through all the touch-point (product, shop-front, ATL and BTL)
Consumer / Competitor / Channel Understanding:
Analyze channel situation and propose appropriate action
Conduct research for understanding consumers
Analyze Brand Power Survey and develop plan to foster brand
Analyze competitor situation and create attractive positioning
TCR contribution:
Initiate and promote plan to contribute to company profit through TCR idea
Coaching:
Coach other marketing members (Subordinates)
Paper work:
Proceed paper work related to MK investment for financial purpose
Prepare some mandatory documents related to MK campaign / New Products
Paper work for smooth operation among departments related to MK activity
Other:
Do assignment from direct superior
