Marketing Lead

Reports to: Chief Brand Marketing and Communications Officer

Division: BMC (Brand Marketing and Communications)

Direct-Reports:IC (Individual Contributor) and Immediate Supervisor for Specialist/s

Position Summary: Entrepreneur in mind and Market at heart, the Marketing Lead is a key role in the Marketing Group of the Brand Marketing and Communications Division. The role is responsible for identifying current and future market needs, positioning present and future products, creating acquisition, retention and loyalty programs, generating leads via evolved marketing media mix, media buying and planning and regular monitoring and reporting. The role melds strategic business thinking, creative inclination and keen knowledge of the beauty and wellness category – both global and local.

Key Responsibilities:

Business Growth and Product Marketing

1. Ensures all products (treatments) across all brands are in-demand all year-round.
2. Creates, analyzes and crafts sound recommendations on creating new treatment positioning and bundling based on data gathered from dashboards, regular trade checks and research-based Product Life Cycles and Consumer Journey Cycles.
3. Develops, designs and evaluates pivot programs with great expediency.
4. Regularly meets with internal Operations and Product teams to chart and plan all product needs so all programs and campaign needs are delivered before deadline.
5. Identifies new markets and crafts product marketing programs to secure them for all brands.
6. Conducts monthly data-based analyses of product marketing programs, KPIs and recommended sustaining or pivot plans.

Brand Equity Promotion and Management

1. Develops, designs and evaluates Brand Equity Programs anchored on clear identification of gaps in brand messaging and actual customer journey and experience.
2. In collaboration with other BMC Heads, crafts clear and time-bound brand essence workshops among key stakeholders.
3. Crafts a thorough, sharp, concise, inspiring and challenging communication briefs.

Brand Partnership Management

1. In collaboration with BMC PR Department, identifies and engages data-based, category-nuanced, clear-purposed and future-proof brand ambassadors, influencers, KOLs or celebrities.
2. Develops, executes and evaluates partnerships with like-minded and like-hearted brands to promote and grow the business.
3. Introduces data-based fresh brand partnership programs and initiatives that are both new to the category and sustainable for the long-term for the brand/s and/or product/s.

Team Leadership and Collaboration

1. Leads, mentors and develops career path for direct-report assigned; fostering a beautiful and healthy culture of entrepreneurial mindset, creative inspiration, indomitable desire for growth and accountability.
2. Collaborates with other BMC Departments to ensure the Division is beautiful and healthy in best-in-class practices and Division-Most-Aspired-To-Work-With/For within MFG.
3. Supports initiatives and plans of the CBMCO (Chief Brand Marketing and Communications Officer) for a beautiful and healthy internal dynamics, Division culture and promotion and securing business for all MFG brands.

Budget and Cost Management

1. With business-first as the daily compass, ensures that programs, projects, media spend and campaigns are at worst, within budget and within schedule.
2. Monitors, evaluates and recommends future action plans on cost-efficiency of mounted programs, projects, media spend and campaigns.
3. Conducts timely trade checks and research on program/project/campaign-related/media-spend cost-drivers and recommends better, more cost-efficient methods / alternatives.

Authority

1. Oversees overall output of business performance of Departments assigned, ensuring goals are achieved.
2. Recommends plans, initiatives and budget for approval of immediate superior.
3. Leads the navigation and resolution of Department or Discipline-related challenges before such arise to unnecessary conflicts.

KRAs and KPIs

1. Business Growth as evidenced by data on Inquiries (Valid over Invalid), Books and Shows.
2. Brand Health as evidenced by 3rd-party Brand Health Analysis (eg Brand Pulse Research, BUMO figures etc)
3. Sound Business Management as evidenced by, at worst, programs/projects/media spend/campaigns accomplished within approved budget and timelines