Brand Manager – Ca Chep
Pernod Ricard Vietnam
Job Description
1. JOB IDENTIFICATION
Job Title: Brand Manager – Ca Chep
Department: Marketing
Direct Supervisor: Senior Manager – Power Brands
Direct Report: N/A
Work Location: Ho Chi Minh
2. JOB SUMMARY
The Brand Manager will be responsible for the development of Ca Chep portfolio consumer activation and engagement strategies developed through formulation of brand strategy and planning. In addition they will be also responsibly for managing in conjunction with the marketing manager all consumer insight development projects.
The incumbent is accountable for building the brand equity and image of assigned brand(s), achieving market share gains, liaising closely with all relevant personnel to ensure the right execution of brand direction, and the successful implementation of all brand building activities within agreed budget and timing.
3. KEY ACCOUNTABILITIES
1. Brand strategy & marketing planning
o Strategize, develop and implement brand strategies / plans to ensure execution is in line with agreed brand positioning, timeline and budget
o Involvement in 3-year strategic planning, global brand positioning and activation platforms in relation with global & regional brand teams
o Detail marketing action plan for implementation (quarterly base) with clear and actionable KPIs
o Localized brand activation platforms development based on local market environment, consumer needs and appropriate translation of global brand positioning
2. Brand activities
o Work with Marketing Manager(s) to supervise and develop annual activation and engagement plan. Develop full year review, strategic direction and annual master plan for key brands to optimize resources.
o Develop, implement and evaluate marketing programs for the brands with a strong focus on On-Trade activation, events, PR and key influencers in line with the brand plan / global brand direction
o Closely monitor agency performance KPIs and deliver annual appraisals
3. Support Sales Development
o Work closely with commercial & trade marketing teams to guide on the development of activities covering products, packages, merchandising and promotions; to accelerate the development of brands
o Supervise projects implementation on ground with effective evaluation system
o Provide guidance to trade marketing on brand merchandising & promotion activities
4. Market Intelligence & Insights
o Act as the day to day manager of all consumer insight development initiatives.
o Leverage different resources (agencies, brand companies, sales teams) to collect market intelligence and competitive information to continuously provide insightful recommendations
o Participate in market visits to formulate excellent sense of consumers and market
o Provide monthly analysis and commentary on key brand activities and performance to include review of depletion data
5. Consumer A&P Management
o Monitor and control activation and engagement A&P spend to be in line with the agreed brand plan in cooperation with the finance team and assess ROI on A&P expenditures
o Supervise and manage spending effectively through compliance of Standard Operating Procedures
o Manage suppliers/vendors, PO, payments; sourcing and utilization of POS material
6. Communication / Relationships
o Manage efficient communication to get the best support internally and externally
o Be a team player and work closely and proactively with the commercial team, as well as other departments in Pernod Ricard
o Develop a collaborative relationship with the trade marketing and sales team.
o Manage creative / brand / advertising / research agencies in delivering quality and professional services
o Build efficient network with opinion leaders (trade, media, influencers)
o Build effective working relationship with the global brand & regional marketing teams.
4. JOB REQUIREMENTS
Education & Experience
• Degree holder with formal business/marketing qualifications or equivalent
• Minimum 5 years working experience in FMCG, with brand management experience; Experience in beverage industry an advantage
Functional & Leadership Competencies
• Energetic, entrepreneurial, confident and proactive individual – able to identify new opportunities, to persuade others, and to get things done
• Self-motivated, results-oriented and having strong analytical skills, with ability to adapt to change
• A team player with excellent interpersonal and communication skills
• Comprehensive understanding of consumer businesses particularly in marketing practices, and related laws
• Good presentation, project planning and negotiation skills
• Fluent English skills (written/spoken) are mandatory
• Good command of MS Office (Excellent excel and PowerPoint)
• Digital knowledge – trends, social media.
2a:{"skillName":"FMCG","