Brand Activation Manager

3 weeks ago


Malaysia Fonterra Full time

**General Information**:

- Date Published- 02-Nov-2023- Advertising Ends- 02-Dec-2023- Country- Malaysia- Location- Malaysia- Role Type- Sales- Work Type- Permanent- ID#- 6683**Position Description**:

- Role Purpose:

- This position reports to the Trade Marketing Manager and will be accountable for implementing the agreed activation plan that supports the objectives of our brands and the customers.
- This position required to work with the brand marketing, field sales teams and third-party agency to deliver activation plan efficiency and effectiveness. The Brand Activation Manager will support the business functions i.e. Marketing, Business Strategy and Channel Development team on the customer business analysis from trade observation and translate brand elements into plans and go-to-market strategies.

Key Accountabilities:

Brand Activation Strategy
- Lead in strategy development through consumer and shopper analysis or operation effectiveness to yield the best business results.
- Develop strategic-brand-related POS materials and event Thematic / Campaign plans in line with the overall Brand plan and Category strategic plan objectives.
- Drive new ideas to enhance activation at the point of purchase to achieve KPI.
- Anticipate competitor activation strategies and be proactive to counter or defend the category via activation.
- Manage brand activation, in-store execution budget for internal and external agencies and briefing for our brand.
- Manage and enlist the 3rd party agencies to ensure the achievement of agreed KPI and company objectives.

Brand Activation Development
- Instigate, develop and manage effective working relationships with business partners, internal and external, to achieve brand objectives.
- Using customer insight based on shopper behavior, category data, and feedback from the field sales manager to develop and execute activity that drives footfall and growth of the category/brand.
- Work with brand marketing on POSM development, production and costing
- Evaluate the effectiveness of activation plans in conjunction with field sales managers and cross-functional stakeholders.
- Supervision in product & skill training & of 3rd party agencies workforce

KPI Setting & ROI
- Refine and enhance existing thematic / event executions for subsequent campaigns.
- Identify process, procedure and workflow improvements and assist in retail and non-retail activation implementation.
- Develop activation guidelines and execution standards.
- Audit the quality of the 3rd party activation and ensure they adhere to Fonterra SOP

Skills & Experience:

- A tertiary qualification in marketing or business
- Minimum 2-4 years of brand management experience gained from a fast-moving consumer goods company.
- Proven working experience as a Brand Manager or Associate Brand Manager. Possess strong analytical skills and business acumen in driving the leads and sales in the channel.
- Strong communication and basic understanding of the latest shopper/market insight techniques in building consumer journeys, ecosystems and driving strong conversion and engagement.
- Possess effective communication and interpersonal skills.

Our Story

Fonterra is a global nutrition company owned by 9000 farming families in New Zealand. We employ 20,000 people around the globe and offer amazing opportunities for people who want to join our team. Our New Zealand-made dairy products are enjoyed in 140 markets across the globe. Our products are loved by people for their balanced nutrition, quality craftsmanship and sheer indulgence.


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