Marketing Manager

Taguig, Metro Manila, Philippines
PHP 200,000
Fast Moving Consumer Goods (FMCG)
Sales and Marketing

Executive recruitment company Monroe Consulting Group Philippines is recruiting on behalf of a multinational FMCG company. Our respected client is seeking a Marketing Manager who understands the local consumer, takes full ownership of the business strategy and values, and develops the country marketing plan to achieve a desirable and relevant brand image, ensure awareness increase product understanding and trust, and overall brand value. The position will report to the Regional Director for SEA.

Key job responsibilities include:

Strategic Direction and Rightness of Brand Priorities

  • Ensures that the overall country business plan addresses the challenges to win new consumers and confirm existing ones. Develops and takes full ownership of the marketing part of the annual business plan.
  • Generate relevant [local/regional] consumer insights in collaboration with the Brand Team and understanding local key occasions (Sports, Studying, Partying, Festive, etc...) to win new and infrequent consumers
  • Always on-top of and ahead of consumer trends and competitor landscape of the [local/regional] market, facilitating the mindset for developing strategic competitiveness
  • Create new ideas and a consistent plan priorities on product marketing, always ensuring the Can is always the hero across all department and all activities.
  • Ensures the product is at the heart of all [local/regional] marketing initiatives by developing strong collaborative efforts and effective ways of working between Marketing and Trade Team in ensuring top-notch visibility and the availability to win in store against competition
  • Builds and leads a strong sports programme with Sports Team on the country-specific sports and athlete scene and helps build a relevant and appealing local face of the brand while staying in line with the global sports strategy and delivering against the country’s brand objectives and priorities.
  • Leads an efficient and targeted wings team programme to drive trial among new and infrequent users, across all relevant consumption occasions and to increase product understanding and trust with consumers.
  • Leads an effective and efficient student brand manager programme to build a loyal consumer base among students, to increase awareness and desire for the brand, and to foster a positive product and brand perception at universities.
  • Ensures that both Consumer Collecting programs have strong sales support programmes in place to drive distribution and stimulate sales, excite the trade and improve in store visibility in all on and off premise channels.
  • Builds the local face of a global brand overall and through a robust field marketing organisation.

Marketing Innovation

  • Acts as an entrepreneur. Spearheads and fosters creation and innovation, and ensures the brand seizes all relevant opportunities to strengthen the brand and the can business while preserving its global equity.
  • Manages and collaborates with Sports & Event Manager in the creation and execution of consumer relevant sport events, defending our leading role in gaming/esports and in action sports whilst tapping into highly relevant local sports.
  • Drives top athlete-performance programme as a top innovator in sports marketing globally and ensures 360-degree plans around top athletes.
  • Manages and collaborates with the Brand Manager to build an advertising plan in line with global strategy that addresses country specific issues and opportunities with the right messages, that drive Top Of Mind awareness and brand image.
  • Understands the current and continuously evolving digital and social consumer behaviour
  • Understands the effective means of digital engagement across all areas of the business.
  • Generates innovative digital (media) initiatives to expand reach and engage the young consumer, particularly through social media.

Organizational Capabilities and Enabling Structure 

  • Builds the annual objectives for the marketing team and conducts on-going, mid-year and end of year performance evaluations.
  • Fosters collaboration across departments on the country level, regional level and with the global HQ to drive a 360 approach with relevant initiatives in order to increase impact and efficiency.
  • Ultimately responsible for sourcing, hiring and training the marketing team based on a thorough understanding of strengths and development needs.
  • Identifies and nurtures key talent for the potential space-to-shine opportunity.
  • Spends adequate time in the field with marketing team to instill strong collaboration, motivation and connectives for all team members.

Advertising and Creative 

  • Creates branding and through the line communication for specific marketing projects in strong collaboration with the respective marketing functions.
  • Develops and implements the ideal country-specific advertising plan ensuring international and local learnings, taking best practices into consideration and with the right level of digital and social media integration.
  • Lead and manages Digital (Company’s Media Network) Specialist to amplify the impact of advertising on own, earned and paid media channels.
  • Controls creative and media agencies to ensure correct contractual set-up and strong working relationships to deliver world class creative output.
  • Manages the media agency with prudence, to ensure a best possible value-for-money advertising plan.
  • Annually reviews media planning and buying with the agency and international.

Premium Appeal and Executional Excellence 

  • Ensures that every consumer experience with the brand is a positive one thanks to love for the detail and premium execution at events and all other marketing activities.
  • Thinks and acts digital/social in all we do to increase consumer engagement with the brand, to start and maintain consumer dialogue particularly in social media.
  • Fosters a strong opinion-leader network in culture and entertainment to drive brand image and visibility with credible drinking scenes.
  • Increases brand and product placements in scene and mainstream media to drive Top Of Mind awareness, brand image and word-of-mouth.

Others 

  • Delivers the marketing business plan with the goal to achieve the country business plan for the can business.
  • Increase key brand and consumer indicators -- TOM awareness, spontaneous awareness, past 4 week/12 month consumption, image indicators, consideration and salience.
  • Expands user base and household penetration. Increases consumption and builds the heavy user base.
  • Builds shared leadership and sustainable business growth.
  • Establishes the brand as a role model amongst leading youth brands, recognised for innovation and creativity within the world of digital/interactive media.
  • Lives, nurtures and protects the unique company culture.
  • Demonstrates cost efficiency and excellent budget management to deliver the profit commitment.
  • Has a strong, transparent, trusted partnership and cooperation with management, personnel, regional team and brand’s HQ.
  • Establishes a motivated, well-led, productive, innovative, top-notch marketing organisation.
  • Prevents regretted losses in the marketing team and encourages internal promotions.

Job Requirements:

  • Bachelor’s Degree
  • At least 7 years’ work experience in the FMCG industry, preferably beverages
  • Experienced working on established brands with proven accomplishments
  • Proven experience in managing a team
  • End to end Brand Management experience
  • Great presentation skills, business development, proven track record in handling multiple projects simultaneously
  • Innovative, open, can handle pressure well
  • High level of maturity and integrity 
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