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Marketing Lead
3 weeks ago
RESPONSIBILITIES
The Marketing Lead is responsible for providing guidance to the Marketing Team by evaluating and developing omni-channel marketing strategies, coordinating brand-building efforts to increase awareness and improve the positioning of all COTY brands to eventually gain market share and achieve both revenue and profitability targets. This role is a pivotal one for the Singapore Team and the incumbent needs to be a strong and empathetic leader, highly collaborative, working closely with key stakeholders, both internal and external.
**Reporting to**: Country Head
**Division**: Singapore, Luxury and Consumer Beauty
**Direct Reports**: Brand Managers, Store Design & Visual Merchandising Manager, PR & Influencer Marketing Manager, Marketing Executive (Consumer Beauty)
**Collaborators**: Commercial Team, Finance Co-Pilots, Market Planners, Regional Teams & Global Teams
**YOUR MAIN FOCUS**: Distribution & Pricing Strategy Acts as the guardian of all COTY brands and adhere strictly to our global distribution strategy and competitor adjacency guidelines, protecting the positioning of our brands in the local market to maintain brand equity Adhere strictly to new door opening process, starting with obtaining CCO Office approval to working closely with both Global Trade and Global Merchandising Teams from start till end to ensure successful executions Ensure that our yearly pricing strategy is competitive and defend when necessary, while monitoring market trends and taking into consideration both external and internal benchmarks to set the right prices for all our products and services, especially for core pillars
A&P Budget and P&L Management Work closely with the Country Head and Commercial Lead on annual 3-year business plans, ensuring a bottom-up build towards A&P budgets for all brands to achieve both net revenue and retail sales targets Manage marketing spends to ensure that they drive the maximum impact and achieve our desired ROI, while remaining compliant with company polices Be sharp and highly adaptable when it comes to monthly and quarterly A&P budget landings and be ready to streamline or cut budgets due to business situations or when there is a direct mandate from the Leadership Team
New Launches, Repushes & Forecasting Guide the team in sizing new product launches accurately, in accordance with Commercial Excellence guidelines and business priorities Oversee forecasting of both core pillars and new product launches to ensure optimum weight of business is maintained to drive strategic growth of both product categories and franchises Be agile and quick to pre-empt or react to both market and sales trends, executing immediate changes in rolling forecasts to ensure we do not under-forecast and miss out on opportunities, or over-forecast and end up with high excess and obsolete stock inventory
360° Omni Marketing Plans & Brand Building
Media/Digital Guide the team and appointed agency to develop plans which are in line with our global media strategy and fashion house license requirements while keeping business priorities, audience profiles and KPIs in mind Focus on driving plans which are mínimally USD 100,000 investment per campaign to drive greater impact and results
PRIM Guide the team and appointed agencies on both short-tail and long-tail PRIM strategies and plans for our priority brands - short-tail impact is necessary for social listening rankings, but long-tail sustenance is crucial for brand longevity Ensure strong and distinctive tribes are built for priority brands and maintain collaborative relationships with all key opinion leaders to build long-standing communities of brand ambassadors Key focus to be put on social advocacy and user-generated content with key opinion consumers to drive authenticity
CRM Embark on crucial first steps to rolling out both official communications programmes (Phase I) and loyalty programmes (Phase II) for priority brands Be highly resilient when dealing with various internal and external stakeholders and red tapes during the pre-launch process; work hand-in-hand with ISEA CRM Lead to iron out issues and clear obstacles as we navigate through the complexities with Global CRM, IT and Security Teams
Trade Marketing & Consumer Eventing Keep brand desirability and consumers’ tastes and preferences top of mind when it comes to developing trade marketing plans in accordance with channel strategy to drive purchase conversion Ensure retail activations are talk-of-town trendsetters, with best-in-class retailtainment and gifting mechanics to achieve sales targets Traffic drivers, sampling and new customer recruitment are mandatory for all retail activations
Store Design & Visual Merchandising Lead the team on both permanent merchandising (new door openings or renovations, planogram changeovers, etc.) and temporary merchandising (trade/consumer podium activations) projects, ensure global guidelines are met and fashion house approvals are obtained before every exe
