Marketing Lead - Hong Kong & Singapore Foods

Overview

 

 

The Marketing Lead, HK-SG role will be responsible for helping define and lead, the brand marketing plans and how it incorporates into the bigger country business strategy. The Marketing Lead is primarily responsible for driving profitable Brands growth, aligning concept development, campaigns and NPDs, all anchored in deep and meaningful consumer insight.

 

As a Marketing Leader, you will have direct impact in driving brand volume, revenue, share and equity building to scale-up the portfolio in two of APAC’s most dynamic markets: Hong Kong and Singapore. This also includes managing internal cross-functional teams, external creative agencies, partnership with insights & commercialization.

 

Additionally, this role will also be responsible to manage strong portfolio in the market; driving core brands execution, while building opportunities for new segment/imported/premium portfolio presence. You will be expected to have a close pulse on consumer trends, communications landscape, competitive activity, category developments and sales information.

 

Responsibilities

What you will be responsible for:

• Build and deploy a sharp, differentiated and consumer resonant brand architecture (core brands & extensions) with strongly embedding local insights.
• Drive brand Net Revenue and Market Share growth via gold-standard delivery of equity and comms plans
• Lead the management of the brand; developing objectives, strategy, budgets & resources.
• Lead the development & evolution of the brand positioning & communication within global guardrails.
• Lead the execution  and development of brand plans including:
  • Consumer advertising and promotion ideation, screening, testing and execution
  • Build and deliver Annual Operating Plan (AOP)
  • Innovation pipeline
• Collaborate with category leader on the communications/branding to ensure:
  • Represents accretive programming to individual Brand plans
  • Maintains equity guardrails.
  • Leverages Brands’ existing assets, where appropriate
• Support in development on Brands (thematic / platform / consumer engagement / campaigns) including localization of Global content on global brands
• Build strong partnership with commercial team:
  • Ensure the right channel mix and campaign plans to optimize target consumer reach
  • Create a Roadmap and execute the brand to drive Penetration & Affordability, including pac & price strategy
  • Collaborate to create strongly relevant brand activities in trade and consumer
• Ensure On-time In-full launch of new innovations through BPOM Registration, Halal Certification, Packaging Design etc.
• Define, lead and execute brand partnerships & sponsorships with third parties / partners
• Liaise with BU market activation team to bring alive the programs – effective deployment of the marketing plans
• Partner with marketing services team on media properties to amplify brand message and break clutter.
• Partner with insights to build strong consumer, competitors and channel insights; to track brand share performance, brand equity/brand health, product/concept testing and immersion with consumer/market.  
• Deliver strong consumer and trade relevant concepts for input into the planning process, aligning stakeholders and working with agency partners across creative, media, R&D and Packaging Teams.
• Partner with commercialization and R&D to develop the winning innovation concepts and flavours.

Qualifications

What you will need to have:

• 8 to 10 years’ experience and proven track record of Brand management or Brand Marketing
• MBA, BBA, Marketing Major, or any related field of study
• Language: Fluency in Mandarin, Cantonese is required
• Strong understanding of marketing and brand building
• Proven experience in FMCG business is required (Foods FMCG experience is an advantage)
• Strong collaboration and Project management skills
• Entrepreneurial mindset with proven experiences to execute & scale up business opportunities
• Adaptability, Quick and Eager learner
• Great presentation skills
• Strategic thinking and analytical skills

Differentiating Competencies Required

• Strong leadership of projects
• Ability to manage several portfolios
• Having the ability to look at the broader picture
• Management to leading the brand at a strategic level and defining the direction for the future
• Elevate relationships with market teams – from being a great collaborator who provides task-based help to a strategic partner who is helping to set the strategic direction for them