Job Summary :
Under the direction of the Group Brand Manager, the 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
- Conduct/organize brand review and strategic/disruptive workshops to identify key brand issues / opportunities and strategic direction
- Strategise, 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
- Involvement in 3-year strategic planning, global brand positioning and activation platforms in relation with global brand team
- Localized brand activation platforms development based on local market environment, consumer needs and appropriate translation of global brand positioning
Brand activities (ATL & BTL activities)
- Lead, develop, implement and evaluate creative and effective ATL activities (digital, 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 and communication plan. Develop full year media review, strategic direction and annual master plan for key brands to optimize resources.
- Develop and implement out of box activation relevant to brand image & strategy
- Monitor and analyze own brand(s)/competitors brands in order 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, promotions and activation.
- Work with Sales to accelerate the development of brand distribution and volume growth
- 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
- Allocate ambassador resources (local and global) to support campaign implementation in the market
Market Intelligence & Insights
- Leverage different resources (agencies, brand companies, sales) to collect market intelligence and competitive information
- 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
- Monitor and control A&P spend to be in line with the agreed brand plan in cooperation with the finance team
- Supervise and manage spending effectively through compliance of Standard Operating Procedures
Identify and engage consumer communities to generate advocacy
- Identify relevant communities with support of insight manager: strategic targets, crusaders, consumption pool, Tribes.
- 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 5 years working experience in marketing, with experience in public relations, and has a good media and social network
- Experience in alcoholic or luxury lifestyle industry an advantage
- Sensitive to modern trends and styles
- Energetic, confident and proactive individual with good organizational and time management skills
- Excellent strategic planning, analytical and presentation skills
- Creative, strong effectiveness, result orientation and strong ability to adapt to change
- A team player with excellent interpersonal and communication skills
- Good project planning, presentation and negotiation skills
- Computer literate and familiar with digital marketing
