Market Analysis
- Proactively understand customer needs and pursue new brand awareness and marketing opportunities.
- Conduct regular market research involving direct and indirect competitors, industry and market trends, and consumer behavior.
- Analyze market trends and the behavior of competitors and consumers.
- Anticipate and remain up-to-date with developing market trends and industry trends to maintain resonance with its customers.
Target Market Identification
- Identify the bullseye target market based on analysis of the brand and products.
- Describe the target market's demographic, psychographic, and behavioral or financial profile to be able to create the correct brand strategy and executions.
- Analyze the competitor's target market vis--vis the brand's target market.
Strategy Development
- Define brand strategy and roadmap based on market analysis and target market identification.
- Identify the brand's positioning, ensuring its competitive advantage among its competitors and the industry.
- Analyze the appropriate media mix strategy of the brand, ensuring resonance and usage of the target market.
- Define and manage the brand communication strategy using a variety of media.
- Evaluate the appropriate strategy based on the identification of 4Ps (Product, Price, Place, Promotion).
Branding and Communication Management
- Responsible for planning and executing the brand strategy, guidelines, promotional activities, and marketing campaigns, to establish and maintain product branding.
- Maintain brand integrity, compliance, and raise brand awareness.
- Own the development and messaging of the brand narrative.
- Translate brand elements into plans and go-to-market strategies.
- Measure and report performance of all marketing campaigns, and assess ROI / KPIs.
- Collect, interpret, and review brand development information.
Leadership
- Providing guidance and leadership to the brand team.
- Lead marketing team members through campaigns.
Reports Submission
Weekly Work Plan weekly
Competitive Landscape monthly
- Accomplishment Report - as needed
- Post Evaluation Report for campaigns - as needed
- Additional Administrative Functions
- Assist in other fields that may require it from time to time.
- Report to management and stakeholders, and provide advice regarding future brand activities and plans.
- Reviewing, monitoring, and managing campaign budgets.
- Establish and develop relations with other department heads, clients, customers, auditors, government, media, and external partners.
- Bachelors degree in Marketing, Business Administration, or related field
- MBA or Masters in Marketing (preferred but not always required)
- 35+ years of experience in brand management, product management, or trade/consumer marketing (FMCG industry strongly preferred)
- Proven track record in brand building, product launches, and market share growth
- Experience in working with sales, trade marketing, and advertising agencies
Key Skills & Competencies
- Strategic Thinking ability to craft and execute brand strategies
- Market Analysis strong grasp of consumer insights, category trends, and competitor analysis
- Project Management capable of handling multiple campaigns and product launches simultaneously
- Leadership & Collaboration works effectively with cross-functional teams (sales, R&D, trade, supply chain)
- Financial Acumen budget management, pricing strategies, and P&L responsibility
- Digital & Traditional Marketing understanding of both online and offline brand-building tools
- Communication Skills strong presentation, negotiation, and interpersonal skills
- Willingness to travel for market visits, trade checks, and activation events
- Creativity and an innovative mindset
- Strong analytical and problem-solving skills
