This role is part of a Global Brand & Marketing team, is based in Singapore reporting to the Head of EmFi and Brand marketing. S/he will help define, build and activate the brand narrative for Ant International (A&I) and its Flagship brands ensuring the latter's consistency to A&I's brand identity and messaging. S/he will also drive brand equity and performance through the development and execution of A&I's brand guidelines, its application and governance as well as go-to-market (GTM) campaigns including but not limited to experiential design and marketing, sports and event marketing.
Key Roles and Responsibilities
1. Brand Development
- Develop and articulate the A&I brand purpose and manifesto, aligned with overarching long term business goals
- Create unified A&I Brand and Message House in collaboration with PR, and develop the brand focus / key messages for the year, ensuring consistency in its application and
- execution across all channels
Drive the application of brand messaging including but not limited to:
- LinkedIn (with PR)
- Brand Content Calendar of A&I and its Flagship Brands: Develop and maintain to present a unified narrative to external audience
- Provide and maintain brand content for owned channels (website) to ensure it reflects unified narrative
- Point of contact for OC and HR to introduce and incorporate brand key messages for staff understanding and awareness, as well as talent recruitment, culture building
- Lead development of brand assets such as brand video and campaign collateral
- Develop and manage an A&I Brand experience its creation and application, and support Flagship Brand's development in theirs
- Develop and manage A&I's Brand Guide and its application to Flagship Brands
- Lead and manage Brand applications including but not limited to A&I events, sponsorships
2. Brand Go-to-Market Activation, Execution and Management
- Develop and execute overarching communications strategies to to deliver the A&I positioning, identity and narrative / key messages for the year through brand campaign and/or activations
- Manage an integrated overview of brand touchpoints and its performance, ensuring clear budget mapping and campaign planning
- Support the execution of brand performance tracker, analysis and insights application to identify and execute action points to improve A&I's equity/value
- Work with Flagship Brands to leverage their communications to maximise A&I's brand understanding recognition, recall and appreciation for A&I brand
- Champion new and experimental branding approaches and share industry trends and practices, to elevate visibility and engagement in line with brand identity whilst building a culture of innovation amongst wider team and stakeholders
Requirements
- 8+ years in brand strategy, brand management and integrated marketing experience
- Strong background in developing brand narratives, GTM strategies and content planning
- Familiarity with brand architecture, working with multiple brands under a parent identity across markets
- Strong project management with attention to detail, has hands-on experience in cross- functional collaboration and external agencies to independently deliver campaigns, projects
and initiatives
- Excellent communication and stakeholder management abilities
