Brand Manager

2 months ago


Petaling Jaya, Malaysia Heineken Full time

**Main responsibilities**:
Supporting the Marketing Manager and the Senior Brand Manager on overall brand management, to ensure the achievement of pre-determined profit, volume, market share and equity objectives of focus brand.

**Experience/Criteria**:

- Brand Management & Development
- Responsible for supporting the Marketing Manager with the development of the 1 & 3 years brand plan for key brand(s) in line with the broader HMB portfolio strategy
- Responsible for supporting the Marketing Manager on the implementation of (3) year brand plan, ensuring achievement of jobs to be done, whilst ongoing optimising ROI in line with zero based budget throughout the year
- Help define, review and commercialise the brand positioning for local and global brands
- Incorporate Heineken Methodologies & training to ensure a consistent approach
- Develop identified NPD and innovation opportunities
- Set clear and concise guidelines for brand use in channel and ensure sign off processes are adhered to
- Responsible for the implementation of current year brand plan ensuring achievement of jobs to be done and in line with Zero based budget
- Maximize ROI on jobs to be done by owning and executing specific big bangs in the brands year plan
- **Internal visibility and leadership**
- Demonstrate behaviours that are consistent with company vision, purpose, values and culture that contribute to HMB's total marketing team effectiveness
- Effective communication to facilitate support from all internal stakeholders for brand initiatives
- Co-writing of monthly and quarterly reports for your brand, including corrective actions
- Develop own functional and leadership competencies and skills, with reference to HMB guidelines and as per description in PDP
- Coach and groom subordinates for future development and growth
- **Communication Strategy**
- Together with the Marketing Manager and the Senior Brand manager, develop and initiate the brand activations based on the big idea. Focus on 360o activation; with BTL, digital activation and experiential at the heart and all to be based on consumer insights
- Implement Media Plan and project plans on time in full with in cooperation with Marketing Manager/Senior Brand Maner
- Responsible for day to day agency relationships and supporting the Marketing Manager with the yearly agency reviews
- Lead, Monitor and optimise activity of your big bang/activities and adjust where needed to improve ROI
- Measure the activity performance of your brand with relevant brand trackers and provide corrective action when necessary
- **Others**
- Channel and Innovation strategy/launch
- Sponsorship/Promotion/Events management
- Personal development (Career development, SMART KPI settings, etc)

**Key Accountabilities**:

- Accountable for delivering agreed AOP, encompassing:

- Annual VOL/Revenue and profitability
- Market/Value share
- Marketing Budget ROI
- GPnet
- Brand equity KPIs

**Unique Selling Points**:

- Exposure to full commercial and organization as custodian of brand/products launched
- Great development in ATL and BTL, especially in consumer events/activation which are much more pravelent and advanced vs cross categories
- Career development in cross market opportunities


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