Job Summary :
Under the direction of the Group Brand Manager, the Assistant Brand Manager will be responsible for the management and direction of assigned Pernod Ricard Brands through formulation of brand strategy, planning and implementation of marketing & promotional activities.
The incumbent is accountable for building the brand equity and image of assigned brand(s), achieving market share and to liaise closely with all relevant personnel to ensure the right execution of brand direction and successful implementation of all planned brand activities within agreed budget and timing.
Key Responsibilities and Job-Related Characteristics:
Brand strategy & marketing planning
- Strategize, develop and implement brand strategies and brand plans to ensure execution is in line with agreed brand positioning, timeline and budget.
- Detail marketing action plan for implementation (quarterly base) with clear and actionable KPIs
- Localized brand activation platforms development based on local market environment, consumer needs and appropriate translation of global brand positioning
- Strong understanding of digital marketing channels, performance measurement, and analytics platforms to drive data-informed decisions.
- Experience supporting new product development from concept to launch, including research, packaging, and go-to-market strategy.
Brand activities (ATL & BTL activities)
- Implement and evaluate creative and effective ATL activities (media, PR and sponsorship) and BTL campaign ideas/concepts activities in line with the brand plan / global brand direction
- Work with Group Brand Manager to supervise and develop annual media plan. Develop full year media review, strategic direction and annual master plan for key brands to optimize resources.
- Monitor and analyse own brand(s)/competitors brands to continuously provide insightful recommendations.
- Closely monitor agency performance KPIs and deliver annual appraisals
Support Sales Development
- Work closely with sales and trade-marketing function to develop channel by channel marketing activities covering products, packages, merchandising and promotions
- Work with Sales to accelerate the development of channels
- Ability to integrate customer and channel insights into marketing strategy to drive commercial relevance and execution excellence.
- Supervise projects implementation on ground with strong involvement at outlet level and with effective evaluation system
- Proactively have regular communication with sales team to understand trade, channel and customer dynamics
Market Intelligence & Insights
- Leverage different resources (agencies, brand companies, sales) to collect market intelligence and competitive information
- Assess market research/survey results, monitor competitor movements, analyse market trends, propose relevant strategies and action plans e.g. IWSR, PRIME and etc
- Participate and deliver sufficient market visits to formulate excellent sense of consumers and market
- Frequently and effectively share market intelligence with brand teams, key agencies / consultants, brand companies and sales
Consumer A&P Management
- Financial acumen with experience in Consumer A&P and P&L Management, analysing marketing ROI with agreed brand plan in cooperation with finance team.
- Spend effectively through compliance of P&L, A&P spend and other Standard Operating Procedures
Identify and engage consumer communities to generate advocacy
- Engage with the different targets online through digital tools as well as through offline activities
- Set KPIs and measure advocacy building among target groups
Knowledge and Skills Requirements:
- Degree holder with formal business qualifications or equivalent
- Minimum 3 years working experience in marketing brand management, FMCG with experience in public relations, and has a good media and social network
- Competency in spoken and written English is a must.
- Competency in Mandarin, Cantonese and Chinese dialects is an advantage
- Proven project management skills and ability to lead cross-functional teams to deliver marketing initiatives on time and within budget
- Proficiency in digital marketing platforms, performance metrics, and analytics tools (e.g., Google Analytics, Meta Business Manager)
- Experience supporting new product development (NPD), including concept testing, go-to-market strategy, and launch execution
- Agile mindset with the ability to adapt quickly to changing market conditions, business priorities, and cross-functional needs
- Experience in alcoholic or luxury industry an advantage
- Energetic, confident and proactive individual with good organizational and time management skills
- Excellent strategic planning and analytical skills
- Strong effectiveness, result orientation and strong ability to adapt to change
- A team player with excellent interpersonal and communication skills
- Computer literate and familiar with digital marketing
