Brand Manager (Malaysia, Singapore, and Brunei)

PepsiCo


Date: 1 day ago
City: Petaling Jaya
Contract type: Full time
Overview

  • 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

Responsibilities

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 Key Business Element and Action Recommendation

  • 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

Marketing Campaign and Consumer Promotion Development and Execution

  • 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

Brand Performance Analytics and Understanding Consumer Insight

  • 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

A&M Budget Management

  • 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

Media Planning and Agency Management

  • 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

Alignment

  • 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

People Management

  • 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

Key Control Accountabilities

  • 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

Qualifications

  • 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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