Define and guide brand/portfolio of brand strategy (dependent on situation)
• Define the strategic directions consistent with international brand positioning, and ensure all actions are in line with the sense of purpose to build the strong brand locally
• Brand Strategic Frame
• Brand Marketing Calendar
• Guide portfolio priorities for sustainable growth& profitability of brand in line with short term and long term targets
• Brand Siso
• Brand Forecast Accuracy
• Brand Gross Margin
• Steer and share analysis/ research of consumer/ market insight with TRM/ DMI to ensure the consistency of new product/ asset development with the market competitiveness
• Define clear messages to present to top management and accompany the teams in the preparation of meetings
• Lead the marketing mix strategies to contribute to growth of brand and consumer relationship, with a focus on 360 activations across all touchpoints including digital & trade marketing
• Retail expression on & offline
• O+O activations
• CRM – prospect and purchaser data collection & retargeting
• Digital Strategy across media, social media, beauty tech etc
• KPI and ROI evaluation and reviews
Budget
• Manage & Strategize the Brand budget (sales forecast, price strategy, profitability, P&L)
• Total Brand A&p Excl Development & Capex
• Investment By Region, Portfolio & Channel
• Meetings, Collaboration
• Ensure liaison across functions and partner agencies to develop synergy towards a broader business strategy
• Launch/ activation touch base meeting
• Cross Function Division Meeting
• Launch sizing meeting (newness)
• Ensure collaboration of TR stakeholders (LM / ZONE / TRM / DMI)
Management
• Build, develop and manage the team, train them and develop their marketing expertise and know-how
Key Skills:
Market & Consumer Insight
· Identifies market drivers
· Translates trends and consumer knowledge into meaningful insights
Brand Development
· Thinks brand strategy
· Imagines disruptive products & services
· Develops integrated campaigns that work
· Integrates retail & shopper expertise
Activation Excellence
· Delivers excellence with agility and rigor
· Integrates sustainable, business consciousness
Collaborative Leadership
· Creates collaboration for bigger success
· Shares & leverages best practices
