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
