Area Consumer Experience Manager for Consumer Business Group

4 days ago

Singapore 3M Full time

Job Description:
- We are seeking a dynamic and strategic Consumer Experience and Brand Strategy Lead to join our team. This role is pivotal in translating business objectives and brand positioning into comprehensive consumer experience strategies, ensuring alignment across all touchpoints of the end-to-end (E2E) consumer journey.

Key Responsibilities:
- Consumer Experience Strategy: Develop and implement strategies that translate business objectives and brand positioning into prioritized consumer experiences across all touchpoints of the E2E journey.- Customer-Centric Advocacy: Champion customer-centric thinking in integrated and digital marketing efforts, advocating for end-user needs to deliver relevant and differentiated consumer experiences.- Demand Generation Optimization: Provide strategic recommendations for the optimal allocation of demand generation funds (A&M) across portfolios and geographic opportunities, aligned with T18 business growth objectives.- E2E Playbook Development: Create comprehensive E2E playbooks, including demand generation mix recommendations across brand, digital, e-commerce, and shopper activities.- Content Development: Develop master content to support E2E playbook recommendations and facilitate area adaptation and activation for T18 and country-specific programs.- Guideline Sharing: Disseminate guidelines from GMC, including standards, tools, best practices, and procedures, to country teams.- Brand Support and Advocacy: Support branding efforts across portfolios, reinforce corporate brand direction, and champion brand activities and best practices to ensure consistent consumer brand experiences and growth.- Strategic Brand Management: Lead strategic brand management initiatives by supporting business and portfolio leaders.- Governance Enforcement: Enforce governance for content, brand usage, and visual/verbal/written/image identity.- Program Execution: Collaborate closely with country teams on the execution of area-led programs and locally initiated campaigns to ensure alignment with program objectives.

Shared Accountabilities:
- Brand Action Coordination: Define actions with portfolio marketers to ensure brand actions support immediate portfolio growth and align with brand strategy direction.- Consistent Brand Strategy: Ensure consistent brand strategy management across all marketing functions, areas, and consumer touchpoints.- Collaboration with Design and Insights Teams: Work with the 3M global Design team and Area Consumer Insights team on visual identity and new brand initiatives.- Measurement Framework Coordination: Coordinate with Insights and Data Analytics teams to develop a robust cross-platform measurement framework for brand metrics, including brand equity, brand health, and point-of-sale (POS) data

Qualification- Bechelor's degree or above.- Experienced team leader with strong individual and team development skills, preferably with regional experience- Experience developing branding and integrated marketing strategies- Experience in brand advertising and deployment for local adaptation- Experience in digital demand generation strategy and execution- Experience in measuring marketing effectiveness and marketing KPIs to shape strategy

Worker Type: Permanent

Work location:
- Work Your Way Eligible (Employee choice to work on site, or hybrid)- This position does not require relocation. Employees from any of the following target locations may apply:
Singapore, Korea, Taiwan

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