PURPOSE OF THE POSITION:
Plans, organizes, leads, implements and monitors assigned brands and support the delivery of its annual revenue target and profitability; ensures the delivery of its product marketing activities drawn from identified market insights and optimum brand awareness and recall against direct competition.
ROLES AND RESPONSIBILITIES:
MARKETING PLANNING
- Development of annual marketing plan of the assigned brands in relation to its 4Ps (product, price, promotions and placement) based on key consumer insights to enhance current brand portfolio and improve communication with consumers.
- Develop an in-depth understanding of BEVI’s brand businesses including category planning, consumer insight, competitive analysis, and innovation.
- Contribute to the development of category and product strategies.
- Present marketing recommendations and plans to management as well as cross-functional teams.
- Marketing Program Development and Implementation
- Implementing the marketing plans by working with cross-functional division (e.g. sales, accounting, purchasing, trade marketing, creative) and external suppliers (e.g. R&D, Production, Ad/PR agencies, digital, etc.) to deliver it in a timely manner and on budget and on strategy.
- Managing annual media plans, ensuring timely and cost-effective execution of advertising plan and maximizing added value participation.
- Contribute to and in some cases, lead the development and execution of brand advertising in television, print, and promotional programs.
- Help manage the creative agency’s activities/projects, providing direction for all necessary marketing/creative material produced internally or externally.
- Manage packaging / merchandising vehicle initiatives and new product launches with an understanding of the supply chain and operations.
- Provide direction to Trade Marketing regarding point-of-sale materials, from production to delivery, across all channels of trade.
- Help ensure open communication and smooth workflow between marketing and cross-functional divisions.
- Conducts product orientation and training to Distributors, Sales, merchandisers as well new employees.
- Ensures continuous upgrading of product knowledge of the Sales and Marketing team.
PRODUCT DEVELOPMENT
- Lead new product development team meetings and keep minutes.
- Collaborate in new product ideation and brainstorming, including creative packaging input.
- Analyze new product feasibility (size of opportunity, target audience, forecasting, pricing, return on investment, competitive review).
- Develop new product positioning statements and write new product concepts.
- Participate in all aspects of new product launch including management of cost of goods.
- Proof and recommend approval of all artwork relating to new and existing product packaging.
- Routes storyboards to legal and R&D, manages shoot preparation and participates with feedback.
- Works on all aspects of the commercialization process, including pipelining stage.
PRODUCT PORTFOLIO MANAGEMENT
- Champion and implement improvements for product life-cycle management on brand sub-category.
MARKETING INTELLIGENCE
- Be involved in research initiatives to understand the consumer/market segment needs and assessment of products/ activities by end consumers (product testing, market share, and communications testing and price acceptance.
- Enhance market intelligence by preparing and updating sales and marketing data.
- Working closely with Sales, Trade Marketing, Distribution partners and Marketing Research companies to obtain relevant information, including the development and implementation of brand audit studies and focus groups.
- Monitoring and analyzing business performance vis-à-vis business goals (awareness, share, consumer diagnostics, profitability, etc.) and the competition.
- The purpose is to uncover brand or category competitiveness and collect consumer insights to recommend appropriate course of action.
- Conducts brand reviews to: Company, Business partners
- Conducts post analysis of all national consumer and trade programs including recommendations for potential improvements.
- Maintain and monitor project timelines and follow up with cross-functional team members on an ongoing basis.
- Coordinating regular meetings and preparing regular reports outlining the brands’ performance.
FINANCIAL MANAGEMENT
- Manage marketing budget and evaluate ROI for program opportunities of assigned brands.
- Performs other duties as assigned by the Management and Department Head, to be flexible as well as adaptable to changes that will occur during the course of employment.
EDUCATION REQUIRED:
- Graduate of 4-years with a Bachelor’s degree in Business Management/Marketing course or other related courses
QUALIFICATIONS:
- 3-5 years of solid brand management experience gained from personal care products or FMCG companies
- With strong leadership and management skills
- Strategic thinker can manage long-term and cross product issues.
- Strong analytical and organizational skill is required
- Good communication skills (both oral and written)
- Ability to prioritize work, meet deadlines and manage multiple tasks simultaneously
- Of good moral character
- Can relate to different levels in the organization
