Senior Brand Manager

About the Role

Senior Brand Manager will lead and co-develop brand with Marketing Manager in setting of marketing action plan, new product development, brand activation, brand communication to drive brand growth.

Responsibilities

• Support Marketing Manager in creating data-driven Brand Plans for assigned brand and lead translation of Brand Plan into detailed budget and 12Q plans, identifying concrete and actionable initiatives.
• Develop understanding of categories including market environment, core consumer needs, competitive environment and consumer insights to identify brand objective, brand opportunities, brand roadmap, growth drivers, and brand plan.
• Own the brand’s P&L, market share, brand penetration, and brand health.
• Define, plan and manage brand projects in line with 12Q plans (e.g. A&P campaigns, activation events, media or new product launch) and develop/execute mental availability plans by liaising with advertising agencies for consistent storytelling.
• Identify priority touch points (based on CEP and key occasions) and create touch point plans to drive reach & repeat with the right media mix.
• Identify Hero SKUs and relevant portfolio (including future innovations) with inputs from CCD team, and determine price/pack architecture (OBPPC) for assigned brand.
• Identify consumer/shopper penetration barriers and create business cases for barrier-breaking renovations & innovations.
• Develop insightful brand activations and integrated marketing communications aligned with brand proposition and strategies; develop effective PoS materials to drive in-store conversion.
• Set promo strategy prioritizing penetration-building promotions, manage promo calendar aligned with sales, and set Perfect Store guidelines (shelf-layout, secondary placements) working with Channel and CCD teams to monitor execution.
• Liaise with pack design agencies to create pack designs that drive on-shelf visibility.
• Work closely with Consumer Insights Team to analyse category/channel/consumer/shopper data and translate to actionable insights; monitor market developments and create action-oriented brand reports/updates.

Additional Information

• Reports to Marketing Manager.
• Based in Head office, Phaholyothin, BKK.