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Title:  Brand Manager

The Brand Manager is responsible for; (1) the overall management of the assigned product category/ies and the achievement of its long and short-term sales and brand objectives, (2) for generating strategies and executing campaigns that grow market share and brand’s reputation, and (3) to improve customer experience and drive sales growth for the assigned category/ies. S/he works closely with other functions and agencies to develop and implement ideas for new product innovations, advertising, promotions, media, merchandising, PR, and digital campaigns. S/he overall owns the category/ies’ A&P budgets, product forecasts, initiative and media calendar, and the training & development of his/her team members.

 

KEY RESPONSIBILITIES

  • Drive sales and market share growth in assigned product category/ies.
  • Create and sustain competitive advantage in key functional and emotional equities.
  • Launch new campaigns / new products / promotions.
  • A&P budget management.
  • Drive accuracy, sufficiency of sales forecast/s.
  • Promote and fulfill organization-related deliverables.

 

KEY ACTIVITIES

  • Develops strategic business plan for assigned product category/ies, and ensures that this is aligned to the overall strategies and directions provided by the Group Category Head.
  • Formulates long and short-term marketing plans for category/product towards the achievement of category/product sales objectives
  • Develops and recommends marketing programs and projects to launch new products and tap potential market opportunities.
  • Develops action plans in order to improve the effectiveness of marketing programs for assigned category/ies.
  • Leads project coordination with cross-functional Product Work Group to ensure smooth execution of product development, launch and monitoring.
  • Collaborates with Trade Marketing, Creative Agency, Media Agency, PR/Digital Agencies, Corporate Media and Corporate Research in developing, executing and monitoring integrated marketing campaigns.
  • Builds and owns the demand forecasts for products handled and regularly monitors, analyzes and adjusts as necessary.
  • Manages marketing expenditures related to assigned category/ies and ensures plans and activities are implemented within agreed schedules and budgets.
  • Manages strategies on product development, sales promotions, distribution, pricing and profitability for assigned products/packaged programs.
  • Prepares monthly business reviews for assigned category/ies and makes the necessary recommendations to ensure business targets are met and brand performance remains on track.
  • Conducts a thorough annual brand/business review for assigned category/ies and recommends the marketing plan and OGSM for the next 1-3 years.
  • Ensures compliance with marketing policy, brand visual identity and other brand-related mandatories.
  • Reviews and analyzes reports on competitor pricing and product/service performance. Utilize data for pricing and product strategies.
  • Oversees the development and execution of marketing and promotional programs both for new and existing products to stimulate demand for such and generate sales and profit.
  • Directs the activities of the Asst Brand Managers and Management Associates within his/her team. Ensures that programs and activities designed and implemented are within policies and standards.

 

QUALIFICATIONS

Educational Background: Bachelor’s degree in Business Administration, Marketing or any related course; with post-degree preferred

Experience: At least three (3) years experience in Brand Management, Marketing or Advertising.

SKILLS

People and Interpersonal Skills

  • Possesses a well-rounded, pleasant personality.
  • Interrelates well with people of various background; likes to meet and deal with people.
  • Shows high degree of self-confidence and maturity and projects a strong sense of leadership.
  • Demonstrates the ability to mentor and develop staff.

Technical

  • Must have good Business Orientation – management of plans; long-term and strategic planning
  • Must have good Consumer Orientation – strategic and operational analysis of consumer; conducts research, focus group discussions, strategic thinking on consumer preference, demographics, market targets and others.
  • Ability to negotiate effectively with agencies and other third parties outside of the company by optimizing benefits for the company and minimizing costs related to the transactions being negotiated.
  • Must be very creative – extensive involvement in New Product Development; Product Management; Advertising and Promotions, Media Management; Research
  • Must be highly analytical and able to identify issues, determines alternative course of action, and charts the best course of action after relating and measuring costs, pros and cons of possible alternatives.
  • Must be a good multitasker – able to manage numerous tasks and projects simultaneously and effectively.
  • Must be proficient in MS Excel, Word, Powerpoint.

WORK CONDITION

  • Hybrid working set-up (2 days onsite, 3 days work-from-home)
  • Primarily office – based; Goes on fieldwork for store visits, consumer immersion, external partner- or industry-initiated activities such as ideations, site tours, conferences/ forums.

 

 

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