Head of Marketing

Overview

The Head of Marketing role will be responsible for driving profitable Brands growth via scoping out the opportunities, concept development & testing, campaigns and innovations. As a Marketing Leader, you will have direct impact in driving brand volume, revenue, share and equity building to scale-up the portfolio in Indonesia. 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 in the market while continue build opportunities for new segment/imported/premium portfolio presence. You will be expected to have a close pulse on consumer trends, 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
  • 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:

 

• 10+ years experience and proven track record of Brand management or Brand Marketing
• MBA, BBA, Marketing Major, or any related field of study
• 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
• Entrepreneural 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