Ekaterra - Brand Manager

4 days ago


Kuala Lumpur, Malaysia Unilever Full time

**About the ekaterra**:(a division in Unilever)
- ekaterra is proud of its tea business, the biggest in the world, with world-class purpose-driven brands such as Lipton, PG tips, T2, TAZO® and Pukka. We pick, cultivate and nurture various blends - of brews and people. And we’re just getting started. Our name, ekaterra, is derived from a blend of Sanskrit and Latin and stands for one earth. We are present in more than 100 countries with generated revenues of €2 billion in 2019. With 13 production factories in 4 continents and tea estates in 3 countries, ekaterra is a profitable and growing business offering a world of wellbeing through the regenerative power of plants to hundreds of millions of consumers._
- One planet. One people. One purpose._
- opens in a new window

**Your Role**:
As a Brand Manager, Malaysia Tea Company, you will be directly responsible for Marketing in Malaysia managing the current-core Tea as follows:
**Purposeful and Powerful Brand Experience**
- Multi-Channel Marketing: Creating and driving marketing programs/campaigns across Horeca, retail (in-store and out of store) and Ecommerce using both ATL and BTL.
- Drive purpose for our brands through relevant touch-points and grow relevant brands' KPIs (Sustainable Living Plan, Brand power, etc).
- The Brand manager needs to work with global and local experts in market research, media, and digital to build and execute the annual marketing calendar.
- Brand equity: ensure the right visual identity and on-pack claim optimization for our brands.

**Strategy and Category Development**
- Drive category development:

- Tea Company is a market leader in the tea category, this role is responsible for delivering the right strategy to grow the Tea category via more users, more usage, more value.
- Work hand in hand with customer marketing to deliver strong category growth stories driving value and profit for the retailers.
- Drive the current-core Tea: Malaysia being an important Tea market it is essential to drive growth through a focus on current-core Tea. This includes developing a strong winning strategy, ensuring product superiority and portfolio optimisation.

**Portfolio Management and Innovation**
- Integrated business planning: The role is in the lead position to drive the Integrated Business Plan process and come up with plans for the country.
- Core portfolio superiority: This role is responsible for core optimization/renovation via superior recipes and claims.
- Local innovations: The Brand Manager is responsible for developing local innovations based on consumer insights.
- Disruptive innovations: The role will also be responsible for disruptive innovations (potentially shared with other countries) helping Tea Co be the first mover in new products which help expand the tea consumer base.
- Drive sustainability improvement across our portfolio (recyclability, less/no plastic, etc).

**Performance delivery**
- P&L management: drive accurate volume forecast hand in hand with customer development teams. Manage the whole Tea P&L for Malaysia including topline and bottom-line delivery. Develop a fuel for growth funnel including NRM and 5S initiatives (including complexity reduction).
- Drive competitive growth in Malaysia via market share and penetration gains across Lipton and other brands. Follow sell-out data, analyse and deliver corrective action plan based on it.
- Business development: work hand in hand with customer development to develop our business in new channels to enlarge our footprint where relevant.
- Artwork management: Manage artworks through the Tea Co Artwork management system.
- Media management: Work with media agencies to create annual and monthly media plans for the tea category with help of global and local marketing resources.

**Your Key Tasks**:

- Create the annual marketing calendar, drive innovations and own the Brand in Malaysia Interface with Marketing manager/Brand Manager, market unit head and Marketing Director Marketing Unit to drive local business growth.
- Stakeholder management within the cross-functional business teams to drive the business plan.
- Work with the market research team to mine local consumer insights and input into both global and local marketing programs

**Stakeholder Management and Key Interfaces**:
Internal
- Global:

- Reporting to Marketing Director, Market Unit
- Dotted line reporting to Marketing Unit/Region Head
- Global Brand custodians
- Local Cross-functional teams - Supply Chain, Finance
- Global Cross-functional leadership team
- Local marketing expert team (Market Research, Digital, etc)

External
- Customers, Creative and Media agencies

**Travel**:
No travel is required. Now limited due to CV19 restrictions.
**Skills and Experience**:

- Commercial Degree in Marketing or equivalent.
- Minimum of 5 years experience in brand/product management/marketing, preferably in s FMCG business.
- Marketing leadership experience.
- Proven track record of delivering topline and mar



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