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

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