Job Description

SummaryLead the brand/brands within the Biscuit category for the Thai market, driving revenue, margin, and market share growth targets within allocated budgets. Develop and implement in-market strategies, manage above and below-the-line marketing plans, and collaborate cross-functionally to ensure successful product launches and brand development.

Job DescriptionThis role is crucial in shaping the brand's presence and driving its success in the competitive Thai market. The Brand Manager will be responsible for all aspects of brand management, from strategic planning to execution and performance analysis.

Key Responsibilities:Portfolio Management

• New Product Launches & Portfolio Transformation:

• Manage the end-to-end launch process for new products and renovation/transformation initiatives for assigned brands.

• Collaborate with cross-functional teams (Trade Marketing, Demand Planning, Logistics) to ensure timely and successful launches.

• Develop launch plans, including marketing activities and work closely with trade marketing on distribution and sales targets.

Supply Chain Collaboration:

• Work closely with supply chain teams to optimize product availability and minimize stockouts.

Brand Development & Strategy

• Marketing Strategy Implementation:

• Lead the implementation of local marketing strategies for assigned brands through detailed marketing plans.

• Ensure alignment with overall brand objectives and business goals.

Strategic Formulation:

• Develop and refine brand strategies based on thorough market analysis, deep consumer understanding, and comprehensive competitor analysis.

• Identify market opportunities and develop strategies to capitalize on them.

Marketing Strategy Implementation:

• Lead the implementation of local marketing strategies for assigned brands through detailed marketing plans.

• Ensure alignment with overall brand objectives and business goals.

Strategic Formulation:

• Develop and refine brand strategies based on thorough market analysis, deep consumer understanding, and comprehensive competitor analysis.

• Identify market opportunities and develop strategies to capitalize on them.

Pricing & Product Mix Optimization:

• Regularly review pricing strategies and product mix to ensure competitiveness and profitability.

• Recommend changes based on market trends, competitor activities, and consumer insights.

Performance Monitoring & Insights:

• Continuously monitor the performance of the brand portfolio, identifying trends, opportunities, and challenges.

• Share insights on strong-performing competitor brands and recommend strategies to gain a competitive edge.

Budget Management:

• Manage marketing spend within the assigned budget, ensuring efficient allocation of resources.

• Track and analyze marketing expenditures to optimize ROI.

Marketing Plan Development & Execution:

• Develop and execute comprehensive marketing plans, encompassing both above-the-line (ATL) and below-the-line (BTL) activities.

• Work closely with the Trade Marketing team to ensure effective execution of marketing plans in the trade.

Gap Plan Implementation:

• Identify gaps in performance and develop and implement action plans to address them, in collaboration with the Trade Marketing team.

Continuous Learning & Improvement:

• Conduct regular brand reviews (e.g., yearly brand reviews, post-campaign reviews) to foster continuous learning and identify areas for improvement.

• Share key learnings and best practices with the broader marketing team.

• Marketing Communication

Agency Collaboration:

• Work closely with advertising and creative agencies to develop impactful and differentiated communication materials that support brand strategies.

• Ensure that all communication aligns with brand guidelines and resonates with the target audience.

Key Opinion Leader (KOL) Management:

• Develop and execute effective KOL engagement plans to drive brand buzz, awareness, and credibility.

• Identify and build relationships with relevant KOLs in the Thai market.

Key Visual (KV) Development:

• Develop compelling KVs that create impact in-store and effectively communicate brand messaging.

• Ensure consistency of KVs across all touchpoints.

• Market Research & Analysis

Research Needs Identification:

• Collaborate with the Consumer Insights team to identify research needs for assigned brands.

• Develop research briefs and provide input on research methodologies.

Insight Generation & Action Planning:

• Analyze research findings and insights, translating them into actionable brand plans and strategies.

• Use consumer insights to inform product development, marketing communication, and promotional activities.

Performance Tracking & Reporting:

• Conduct monthly analysis of offtake data to monitor brand performance, identify challenges, and develop strategies to address them.

• Prepare regular reports on brand performance for management review.

• Activation

• BTL Agency Management

• Work with BTL agencies to develop and implement impactful activation plans that drive brand engagement and sales.

• Oversee the execution of activation activities, ensuring they are on-brand and within budget

• Performance Evaluation & Optimization:

• Review post-activity reports to evaluate the effectiveness of activation plans.

• Optimize future activations based on learnings and insights.

Qualification:

• Education: Bachelor's or Master's degree, preferably in Marketing, Business Administration, or Economics.

• Experience: 4-5 years of brand management experience in the FMCG industry.

• Analytical Skills: Strong analytical and problem-solving skills, with the ability to interpret data and generate actionable insights.

• Communication Skills: Excellent communication and interpersonal skills, with the ability to effectively communicate with internal and external stakeholders.

• Personal Attributes:

• Energetic and results-oriented, with a proven track record of achieving targets.

• Strong ability to influence and drive the strategic brand agenda.

• Proactive and able to work independently

• Industry Knowledge: Solid understanding of the FMCG industry and the Thai market.

• Language Skills: Strong command of spoken and written Thai and English.

• Technical Skills: Proficient in Microsoft Office Suite (Excel, PowerPoint, Word) and Nielsen Answers (or similar market research tools).

Example of BenefitsCompensation & Financial

• Performance Bonus

• Provident Fund

• House Loan Support

• Referral Bonus

Health & Insurance

• Group Life Insurance, Healthcare Coverage (IPD & OPD), Dental Care Benefit

• Annual Medical Check-up, Employee Assistance Program (EAP)

Wellbeing

• Wellness Flexible Benefits for your Mind, Body and Connection (Including Relaxation, Physical Wellness, Sport Wear & Equipment Sport Club Membership, Personal Enhancement, Spa, Facial Beauty etc., Skills Upgrade Course and Pet Care.

Leave & Time Off

• 12 Days Annual Leave and 1 Day Birthday Leave

• Maternity and Paternity Leave and Benefits

• Hybrid Working 3 Days in Office , 2 Days WFH, Office Located at Q House Lumpini (MRT Lumphini 0 meter from MRT station) and Flexible Working Hour

Training & Development, Culture & Recognition Program and Family & Life Events

• Training & Development Program

• Company Product Twice a Year!

• Annual Company Outing Party & Workplace Activities