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Brand Manager
1 month ago
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 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. They also 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.
- Manage A&P budget.
- Ensure 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 from the Group Category Head.
- Formulate long and short-term marketing plans for category/products to achieve sales objectives.
- Develop and recommend marketing programs to launch new products and explore market opportunities.
- Improve the effectiveness of marketing programs for assigned category/ies through action plans.
- Lead project coordination with cross-functional Product Work Group for smooth product development, launch, and monitoring.
- Collaborate with Trade Marketing, Creative Agency, Media Agency, PR/Digital Agencies, Corporate Media, and Corporate Research to develop, execute, and monitor integrated marketing campaigns.
- Build and own demand forecasts for products, regularly monitoring and adjusting as necessary.
- Manage marketing expenditures related to assigned category/ies, ensuring implementation within agreed schedules and budgets.
- Develop 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 recommendations to meet business targets and maintain brand performance.
- Conduct 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 mandatories.
- Analyze competitor pricing and product/service performance reports, 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 meet policies and standards.
Qualifications
Educational Background: Bachelor's degree in Business Administration, Marketing, or a related course; post-degree preferred.
Experience: At least four (4) years of experience in Brand Management, Marketing, or Advertising.
Work Condition: Hybrid working setup (2 days onsite, 3 days work-from-home). Primarily office-based; 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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