Title: Senior Marketing Manager
The Senior Marketing Manager is responsible for nurturing and growing the brand through excellence in communications, taste, design, value, and customer experience in his/her assigned category (and digital platforms). S/he is responsible for setting overall strategic directions and targets to grow his/her assigned category. S/he leads the Brand Specialist/Assistant Brand Manager/Brand Manager in the development, implementation and evaluation of strategies, initiatives, and action plans pertaining to New & Existing Products & Packaging, Thematic & Tactical Campaigns, Promotions, Public Relations and Influencer Marketing, and Digital Commerce Marketing.
KEY RESULT AREA
Key Result Area 1: Strategic Brand Management
• Analyzes and identifies short- and long-term (1) issues affecting his/her assigned category/ies based on a thorough appraisal of the various aspects of the brand's business and its market performance, and (2) opportunities and trends that the brand can capitalize on within his/her assigned category/ies based on a thorough and timely market analysis and trendspotting. Recommends viable options and courses of action, cascading choices (priorities), resources needed, and risk involved. Does these as part of Annual / Semestral / Quarterly Brand Planning & Review.
• Develops the marketing plan for his/her assigned category/ies, as aligned with Marketing Head’s overall strategies and direction in driving sales, market share, and equity growth of the brand in the assigned category. Recommends the corresponding strategies or initiatives across the Marketing Mix (e.g. product, price, profit, place, proposition, promotion, packaging, people, etc.)
Key Result Area 2: Category Marketing
• Develops the long and short-term marketing plans, as aligned with Marketing Head’s overall strategies and direction in driving sales, market share, and equity growth of the brand in assigned category
• Leads and analyzes consumer research, current market trends and opportunities and competitor information for new products and provides the corresponding strategies or initiatives across the Marketing Mix (e.g. product, price, profit, place, proposition, promotion, packaging, people, etc.)
• Supervises development of new or improved product and/or new or improved packaging, in collaboration with internal cross functional teams and external agencies/ suppliers for a timely and successful planning and implementation.
• Supervises the development and execution of marketing campaigns, promotional programs, and activations both for new and existing products to stimulate demand for such and generate sales and profit.
• Reviews and analyzes performance and profitability of assigned category periodically. Recommends and initiates the necessary action plan including but not limited to new and/or existing product development cost and price improvements.
• Reviews and approves category forecasts to ensure forecast accuracy
• Supervises financial & P&L analysis of his / her assigned category, as well as product & promotional launches, periodically.
• Leads project coordination with cross-functional Product Work Group to ensure smooth execution of product development, launch and monitoring.
• Provides direction & support in the collaboration with Trade Marketing, Creative Agency, Media Agency, PR/Digital Agencies, Corporate Media and Corporate Research in developing, executing and monitoring integrated marketing campaigns.
Key Result Area 3: People Development and Engagement
• Facilitates developmental intervention to achieve and build competency requirements of subordinates
• Champions employee engagement programs among direct reports
• Develops and implements action plans to address unit’s engagement survey results
• Promotes and fulfills organization-related deliverables
Others: Megabrand Responsibilities
• Leads assigned megabrand Marketing process/es (eg A&P management, Training, Engagement, Demand Forecasting, Product Development etc) and acts as single point of contact and coordinates the team's efforts for efficiency and effectiveness in achieving the improvement of process/es and KPIs.
• Other related tasks that may be duly assigned
JOB SPECIFICATIONS
Education
• College Graduate of Marketing or Business Management-Related Course
• Preferably, Dean’s Lister or Graduated with Honors
Experience
• Has had a minimum of 7-year work experience in Category Management & Brand Development, inclusive of at least 3 years as Brand Manager or higher.