Senior Manager – Power Brands
Pernod Ricard Vietnam
Job Description
1. JOB IDENTIFICATION
Job Title: Senior Manager – Power Brands
Department: Marketing
Direct Supervisor: Marketing Director
Direct Reports: Brand Manager(s); Brand Advocacy Supervisor(s)
Work Location: Ho Chi Minh
2. JOB SUMMARY
Under the Direction of the Marketing Director, the Senior Manager - Power Brands will be responsible for effectively understanding, adapting, and implementing global brand strategies for a defined perimeter of brands within the Pernod Ricard portfolio of brands. This individual is responsible for developing and implementing local annual brand plans and the long-term strategic brand direction line with our business objectives. This role will focus on building meaningful consumer relationships with our brands by having consumer insight at the heart of all decisions. You will lead the progression of integrated and innovative programs for our brands that may include above the line, digital and below the line activation as well as managing and tracking allocated A&P and team resources.
3. KEY ACCOUNTABILITIES
1. Brand Strategy & Planning
• Development and execution of annual brand plans and support the development of three-year strategic plans
2. Brand Communication & Activation
• Development and execution of integrated communication strategies
• Develop, plan, and oversee the execution of annual activation and engagement plans across brands with brand managers.
• Responsible for interfacing with sales, trade marketing and customers in all relevant marketing related activities to ensure activations are aligned with brand plans and guidelines.
3. Consumer Insights
• Development and application of compelling, relevant consumer and market insights
• Develop an intimate understanding of consumer & shopper behaviours, to identify insights and trends, to capture sources of business in line with business objectives and brand strategy
• Be the lead on all consumer insights development programs and work closely with PR regional & global HQ to run all consumer understanding programs – PRIME, Maestria etc.
4. Brand Advocacy
• Lead the team of Brand Ambassadors to build brand love among the trade community & bartenders
• Manage the BA team to ensure fair use & deployment across the full portfolio & including the Tet season
5. Team Management
• Coach direct reports in development, management, and execution of brand related business.
• Ensure a challenging and developmental environment to effectively stretch and grow the capabilities of direct reports & the wider team.
6. Analyses and Reporting
• Analysis of the effectiveness of all marketing efforts against strategic objectives
• Monitor and track all major brand KPIs and provide scheduled updates on brand plan progress to marketing director and wider teams
7. Creativity, Innovation & digitalization
• Inspire and explore new and relevant ideas by thinking out-of-the-box, finding imaginative solutions, and fostering a creative spirit within both the marketing team and external partners
• Identify consumer insights, business & other technical opportunities (Innovations at suppliers...), define innovation strategies and concepts to transform them into initiatives and to achieve their implementation
• Work closely with digital manager and external agencies to enhance marketing digital transformation and team capabilities
8. Portfolio Strategy
• Management and development of the product range strategy including NPD
• Assess portfolio opportunities in line with consumers/market needs and lead team on implementation.
9. A&P Management
• Effectively assign, manage, and track A&P budgets with monthly reports and analysis for the marketing director.
• Track and monitor effectiveness of Marketing programs within budget allocated and brand tool effectiveness and provide regular reports and proposals.
10. Relationship Building
• Lead, manage and direct external marketing agencies and closely monitor performance KPIs and deliver annual appraisals
• Develop close working relationships with strategic brand companies and regional HQ to ensure the best service and support for local market needs
• Develop a collaborative relationship with the trade marketing and sales team.
• Build efficient network with opinion leaders (trade, media, influencers) to support brand and business development
11. Project Management
• Participate in and occasionally lead diverse tasks in transversal projects, managing and maximizing performance of project teams (internal & external), to achieve objectives in time
12. CSR
• Ensure the compliance of Corporate Social Responsibility policies in all marketing activities developed and support the global/local Corporate Social Responsibility platform throughout the fiscal year
4. JOB REQUIREMENTS
Education & Experience
• Graduate degree. Marketing Qualifications preferred.
• Extensive experience in marketing – with in-depth experience in digital/ social media
• An understanding of both marketing and field sales (trade marketing)
• Strong business acumen with analytical and solid influencing skills
• Thorough and creative problem-solving abilities, strategic thinking and strong verbal and written presentation skills
• Must be able to manage multiple priorities
Leadership Competencies
Strategic Vision
• Motivates teams to support change and translates brand & company vision into specific plans.
• Maintains strong long-term relationships and incorporates understanding of the connections between business areas into decisions.
Entrepreneurship
• Challenges the status quo by thinking out of the box, high commitment to achieve despite obstacles as well as gains commitment by focusing efforts on resolving areas of disagreement.
Result orientation
• Measures key business results to assess performance and identifies inefficient processes. Maintains high performance standards in a challenging environment and actively shares knowledge of best practices.
Live the values
• Guarantees highest standards by confronting inappropriate behaviours. Demonstrates commitment to CSR priorities, establishes a mutual trust environment and recognises, rewards and celebrates team success.
Team Management
• Inspires team members, empowers team members to make decisions and facilitates team performance by understanding the strengths and weaknesses of team members.
Functional Requirements:
• 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.