Brand Manager

3 weeks ago

Pasig, National Capital Region, Philippines Jollibee Group of Companies Full time

The Brand Manager is responsible for the overall management of the assigned product category/ies and the achievement of its long and short-term sales and brand objectives. This includes generating strategies and executing campaigns that grow market share and enhance the brand's reputation, as well as improving customer experience and driving sales growth for the assigned category/ies. The Brand Manager works closely with other functions and agencies to develop and implement ideas for new product innovations, advertising, promotions, media, merchandising, PR, and digital campaigns. Additionally, they own the category/ies' A&P budgets, product forecasts, initiative and media calendar, and the training & development of team members.

KEY RESPONSIBILITIES

  • Drive sales and market share growth in assigned product category/ies.
  • Create and sustain competitive advantage in key functional and emotional equities.
  • Launch new campaigns, products, and promotions.
  • Drive accuracy and sufficiency of sales forecasts.
  • Promote and fulfill organization-related deliverables.

KEY ACTIVITIES

  • Develop strategic business plans for assigned product category/ies, ensuring alignment with overall strategies and directions provided by the Group Category Head.
  • Formulate long and short-term marketing plans for category/product to achieve sales objectives.
  • Develop and recommend marketing programs to launch new products and tap potential market opportunities.
  • Develop action plans to improve the effectiveness of marketing programs for assigned category/ies.
  • Lead project coordination with cross-functional Product Work Group to ensure smooth execution of product development, launch, and monitoring.
  • Collaborate with Trade Marketing, Creative Agency, Media Agency, PR/Digital Agencies, Corporate Media, and Corporate Research in developing, executing, and monitoring integrated marketing campaigns.
  • Build and own demand forecasts for products handled and regularly monitor, analyze, and adjust as necessary.
  • Manage marketing expenditures related to assigned category/ies and ensure plans and activities are implemented within agreed schedules and budgets.
  • Manage strategies on product development, sales promotions, distribution, pricing, and profitability for assigned products/packaged programs.
  • Prepare monthly business reviews for assigned category/ies and make necessary recommendations to ensure business targets are met.
  • Conduct thorough annual brand/business reviews for assigned category/ies and recommend the marketing plan and OGSM for the next 1-3 years.
  • Ensure compliance with marketing policy, brand visual identity, and other brand-related mandates.
  • Review and analyze reports on competitor pricing and product/service performance, utilizing data for pricing and product strategies.
  • Oversee the development and execution of marketing and promotional programs for new and existing products to stimulate demand and generate sales and profit.
  • Direct the activities of the Assistant Brand Managers and Management Associates within the team, ensuring programs and activities are within policies and standards.

QUALIFICATIONS

Educational Background: Bachelor's degree in Business Administration, Marketing, or any related course; post-degree preferred.

Experience: At least four (4) years of experience in Brand Management, Marketing, or Advertising.

SKILLS

People and Interpersonal Skills

  • Possesses a well-rounded, pleasant personality.
  • Interrelates well with people from various backgrounds; enjoys meeting and dealing with people.
  • Shows a high degree of self-confidence and maturity, projecting a strong sense of leadership.
  • Demonstrates the ability to mentor and develop staff.

Technical Skills

  • Good Business Orientation – management of plans and long-term strategic planning.
  • Good Consumer Orientation – strategic and operational analysis of consumer; conducts research, focus group discussions, strategic thinking on consumer preferences, demographics, market targets, and others.
  • Effective negotiation skills with agencies and third parties, optimizing benefits for the company and minimizing costs.
  • Highly creative – extensive involvement in New Product Development, Product Management, Advertising and Promotions, Media Management, and Research.
  • Highly analytical – able to identify issues, determine alternative courses of action, and chart the best course after evaluating costs, pros, and cons of possible alternatives.
  • Good multitasking ability – able to manage numerous tasks and projects simultaneously and effectively.
  • Proficient in MS Excel, Word, and PowerPoint.

WORK CONDITION

  • Hybrid working setup (2 days onsite, 3 days work-from-home).
  • Primarily office-based; may require fieldwork for store visits, consumer immersion, and external partner or industry-initiated activities such as ideations, site tours, and conferences/forums.
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