Brand Manager (Malaysia, Singapore, and Brunei)

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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