Brand Manager

1 week ago

Singapore PERFETTI VAN MELLE ASIA PACIFIC PTE LTD Full time

The position is targeted at ensuring the effective planning and implementation of marketing activities in specified markets including both above the line and below the line initiatives to achieve company’s objectives. Develop marketing activities to grow E-commerce business.

The position will work closely with the distributors in the local markets and the Export team (logistic, NPD, Regulatory, Finance) to help develop the overall marketing plan including new product development, pack mix and pricing strategy, launch, communication and media, research and consumer promotions, managing of advertising and promotion budget, implementation of V&D tools etc. The position will work closely with the local distributors to optimise marketing activities and utilisation of the marketing budget.

1. Brand Management

1.1. Responsible for ensuring the effective planning and implementation for all consumer activities

1.1.1. Track brand performance and evaluate and implement inputs and initiatives to enhance sales and market share

1.1.2. Develop and recommend an appropriate media mix for the brands and plan innovative ways of leveraging media to enhance return on investment and/or consumer experience

1.1.3. Design and execute ground level activities through effective coordination with the distributor and their agencies

1.1.4. Track and review utilisation of the marketing budget and allocate spends within brands and activities to ensure its optimal utilisation

1.1.5. Lead Marketing Calendar Planning and work with Group Marketing to ensure brand plans align with Global key priorities.

2. New Product Development

2.1. Constantly review PVM international and regional portfolio and trends in confectionery to identify and recommend new products, packs and flavours for launch

2.2. Coordinate development of new products

2.3. Coordinate development of packaging with the agency

2.4. Plan and implement launch related marketing and trade activities

3. Brand Communication

3.1. Work on the development of regional TV commercials or other media productions in coordination with the distributor, regional and/or global agencies

3.2. Work on the adaptation of international/regional TV commercials for use in the local market

3.3. Work on the development of local websites and digital activities, providing guidance and approval on the same to the distributor

4. Consumer/Business Analysis

4.1. Monitor and continuously review trends in the confectionery market and competitive activities

4.2. Analysis of Nielsen data with respect to retail audit and media spending

4.2.1. Regularly track performance of PVM and competitive brands to understand trends in the category and help devise strategies to ensure gain in market share

4.3. Track competitive launches, communication and other marketing and trade marketing activities

4.4. Responsible for proposing and analysing relevant research studies in order to gain understanding on consumer behaviour, monitor brand health and make key decisions on product, pricing and communication

4.4.1. Provide inputs for defining scope and deliverables of the research study

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