Brand Manager (Malaysia, Singapore, and Brunei)
PepsiCo
Date: 2 weeks ago
City: Petaling Jaya
Contract type: Full time
Overview
Annual Operating Plan (AOP) / Joint Business Planning (JBP)
- Drive volume and share growth for PepsiCo’s Carbonated Soft Drinks (CSD) portfolio in Malaysia, Singapore, and Brunei (MAPS).
- Develop marketing programs for all CSD brands in MAPS
- Manage and Track CSD A&M spending
- Liaison with Etika bottler marketing teams to ensure strong execution of marketing programs
- Work with commercial team to deliver innovation on time and with excellence
Annual Operating Plan (AOP) / Joint Business Planning (JBP)
- CSD Market Execution plans development: Work with Head of Marketing to develop execution strategy based on market / channel dynamics understanding
- CSD Brand-Building/Marketing plans Development: Setting brand goals and planning on-going action plans
- Business Fundamentals: Develop brand expansion roadmap for CSD category products including relevant innovations, promotions and packaging support
- Tracking monthly CSD Bev Volume to assess progress vs plan and recommend appropriate adjustment
- Track/analysis Nielsen RI data to assess the market progress in retail
- Track/analysis consumer reaction data in digital aligning with the agency
- Development of communications and content around CSD brands that drive consumer excitement. Coordinate advertising development, from identification of consumer insight to testing of final film
- Localize global or Regional CSD brand campaigns
- Development of consumer promotion calendar for CSD brands by utilizing local agencies.
- Evaluate the effectiveness and efficiency of current marketing strategies and tactics, and make recommendations for changes and improvements
- Support Head of Marketing for the seamless marketing-channel execution
- 3C’s: Evaluate brand performance & find issues for brand planning
- Market Share and Brand Health: Analyze Volume and Value shares and Brand Equity Scores to understand market & consumer trend and develop action plans for Brand Health
- Understanding Consumer Insight: Demographic/psychographic trends, consumer perceptions/attitudes, need states, motivations, and purchase/consumption behavior to advance the business
- Recommend proper A&M budget based on CSD AOP initiatives to Head of Marketing
- Execute Monthly Marketing Funds Authorisation Request (MFAR) Tracking to check total spending progress vs plan and budget for CSD
- Write agency brief and plan based on A&M plan
- Find proper consumer touch points and execute 360 reach plans
- Check monthly media buying result to check media KPI scores
- Negotiate production costs and agency fees
- CSD Marketing Plan Alignment: Support Head of Marketing and Senior Marketing Director for aligning CSD marketing plan with bottler including innovation, marketing calendar and A&M.
- Work with Regional Marketing team to influence and secure alignment over CSD Bev agenda
- Support Marketing Lead and Franchise Lead to ensure the appropriate work structure and process with Bottler and Agencies to Drive Pepsico Value
- Support Head of Marketing to drive the Control agenda of Marketing to ensure that all tasks and activities are GCS compliant
- Drive Pepsico Value to local marketing team and bottler
- Ensure compliance with of key processes related to A&M budget, MFAR, and other controls indicated in the Risk Control Matrix
- Conduct period key control process tests
- At least 4-8 years of experience in a brand marketing role in an FMCG environment
- Able to manage multiple and sometimes conflicting agendas/requirements
- Thinking Out of the Box, passion to learn & stretch
- Must be a self-starter, able to take up projects independently and develop own KPIs to achieve overall business results
- Good interpersonal, communication and influencing skills.
- Customer oriented, logical thinking, self-motivated, independent, willing to work under pressure
- Good communication
- Project Management
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