This role will strategically lead and enable the development and implementation of the brand plans MENTOS (particularly Soft Candy) in close coordination with the Marketing Manager, manage agency partnerships in delivering brand targets and drive cross-functional collaboration with internal and external stakeholders to deliver sustainable brand growth and brand health.
Key Responsibilities
1. Business Strategy & Growth
- Develop and lead the brand growth strategies for MENTOS Soft Candy
- Identify untapped consumer occasions/ pricing and product opportunities to maximize growth potential of our product segments
2. Portfolio Management
- Lead and Manage the portfolio of MENTOS Soft Candy by regularly evaluating SKU performance and profitability
- Identify OBPPC opportunities for MENTOS Soft Candy and develop NPD pipeline to address long term growth plans
3. Product & Innovation Planning and Management
- Identify innovation opportunities for MENTOS and develop NPD (New Product Development) plans to ensure timely and successful innovations
- Work closely with Trade Marketing and Sales in the development of NPD plans to ensure relevance and flawless execution in trade
- Work closely with RNPD on the smooth implementation of the Stage Gate Process for each of the MENTOS Soft Candy projects
4. Financial Management
- Deliver financial targets for MENTOS (Net Sales, Volume and MC).
- Ensure financial discipline, proper budgeting of marketing APL and ensuring sustainability of marketing activities with ROI-driven decision-making
5.Cross-functional Collaboration
- Drive effective partnership and collaboration with external partner agencies to develop creatives, media campaigns and activations that will encourage consumer preference towards our brands
- Collaborate with Trade Marketing, Sales, Finance, Supply Chain, RNPD and other key functions to ensure proactive cooperation and enable results thru the different stakeholders
Required Skills and Knowledge:
- 4+ years of commercial experience in FMCG or consumer-focused industries
- Portfolio Management and New Product Development skills
- Solid understanding of Digital and Media Principles and Implementation
- Strong track record in brand management and business development
- Solid understanding of financials and P&L management
- Proven ability to lead cross-functional projects and teams from both internal and external functions
- A self-starter, can develop and initiate strategies and execution with minimal supervision but high collaboration
