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Brand Innovation Manager

2 months ago

Malaysia Vinda SEA Full time

Position Summary

We are disrupting the personal care industry, and with that comes the need for top marketing talent. We are looking for a talented and versatile Brand Innovation Manager (Baby) who is passionate about uncovering consumer insights and delivering innovations. This is a strategic role with geographical coverage of South East Asia, based in Malaysia, and reports to the Marketing Innovation Manager. He/She will help develop and implement effective brand-building strategies. Responsible for brainstorming ideas to meet business and marketing objectives, helping execute plans, and reporting on initiatives results.

You will play an essential role to:

1. Strategic Innovation Planning

  • Together with R&D and VIC, lead the crafting of 5 years innovation funnel for all categories.
  • Conduct and Implement innovation ideation sessions/ Workshops covering products, packaging, communications (incl. CRM), and promotions that are aligned to the brand platform, business objectives, and market needs.

2. Strategic Initiatives

  • Develop and implement marketing plans for the individual market in charge.
  • Analyze executions and provide recommendations.

3. Brand Management

  • Owner of respective category brands i.e., baby
  • Develop brand platform, strategies, architecture, and positioning for all categories.
  • Ensure brand expression guidelines are executed in line with the platform and to ensure consistent brand executions across the region.

4. Product/Brand/Category Launches and Relaunches

  • Jointly develop the 8Q category plans for all countries.
  • Provide input into 8Q by Identifying new products/brands/categories as business opportunities.
  • Project management i.e., Implement the Innovation projects from start to completion covering key marketing strategies. i.e., all 7Ps (product, price, placement, persuasive comms, packaging, assortment & promotion).
  • Collate and analyze post-launch assessment:
  1. Analyze if the product proposition meets consumers' expectation (complaints, feedback, etc.)
  2. Analyze product, pricing, distribution (plan vs. actual)
  3. Analyze the relevance of brand and marketing strategy (plan vs. actual)

5. Consumer Analysis

  • Use of various research resources and tools to understand consumers' current and future needs to identify innovation opportunities as well as ensure current offerings are relevant to our target consumers.
  • Identify and use relevant consumer insights to ensure the relevance of brand platform and brand equity development.
  • Co-develop and refine, research plans to build consumer understanding, seek clarity on current challenges, identify future innovation directions, etc.

6. Competitive Analysis

  • Collate and analyze competitor's communication for existing competitors and new entrants.
  • Analyze and collate regional competitor trends and forecast of competitor activities, including competitor's product, branding, communication, and marketing strategies.
  • Analyze and compare the overall direction of competitors to ensure Brand and Product Strategy continue to provide competitive advantage in the market where we compete.
  • Update and track regional competitive brands with in-marketing leads and coordinate with R&D to deliver semi-annual competitive analysis in a timely manner.

7. Annual View

  • Deliver category annual view to individual markets covering:
  1. Market growth estimation
  2. Competitive landscape (covers all 7Ps)
  3. Category dynamics
  4. Review past executions against the brand platform and brand expressions guideline
  5. Recommendation on key strategies for the markets

8. Budget

  • Responsible for category budget management for the brand in charge.

To be successful in this role, you will need to have:

  • At least 5 - 8 years of working experience in the FMCG/ Medical/ Personal or Health Care industry with a strong marketing background Knowledge of basic Trade Marketing is an added value
  • At least 2 - 3 years in a leadership/ middle management position
  • Exposure to leading partnerships with external agencies
  • Strong knowledge understanding and familiarity with the latest marketing trends and best practices
  • Experienced in managing FMCG & healthcare care sales and trade marketing activities
  • Experienced in identifying target audiences and devising campaigns that engage, inform, and motivate
  • Ability to conduct research and analyze data. Must be comfortable working with numbers, metrics, and spreadsheets
  • Strong leadership traits and interpersonal skills, experienced in managing a team, and strong in people development
  • Strong written and communication skills, fluency in English, and the ability to communicate well with regional and global counterparts
  • Proven working experience as an Innovation Manager, Brand Manager, Assistant Brand Manager, or the equivalent
  • Strong knowledge of product, pricing, packaging, distribution, and positioning
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