As Consumer Activation Manager - SE Asia Global Travel Retail, you'll develop brand activation plans for new launches and LEP communication, merchandising solutions, a marketing activation calendar, and budget planning for GTR ASP. You'll collaborate with the Sales team to coordinate the activation calendar, implement marketing programs, monitor KPIs, and track competitive activities in assigned markets, while closely linking with Finance for budget management.
As the Consumer Activation Manager under the area of Global Travel Retail you will do the following
Marketing Strategy
Lead the development of marketing strategies for assigned markets in collaboration with Sales team based on:
- GTR strategic directions
- Synergies with domestic market internal plans and global trends
- Regulatory environment
- Digital transformation priorities
Brand Activation Execution Excellence
Lead the planning and Implementation of brand equity building initiatives in collaboration with Sales and Portfolio & Strategy (P&S) team through:
- Impactful merchandizing solutions & POSM based on GTR Equity guidelines
- Consumer centric brand activations for new launches, LEP and/or brand rejuvenations
- Maintaining a clear marketing activation calendar view of all projects with regular status updates
- Ongoing evaluation of marketing programs and driving efficiency of campaigns
Retail Excellence (1-2-1) Program
Provide support to GTR RSC (Retail Sales Consultants) programs through:
- Development of RSC brands communication training materials
- Brand communication training to RSC when required
- Together with Sales team, GTR 1-2-1 Program Development team and Global Indirect Procurement continuously search for the best and cost efficient agencies to work with
Marketing Budget Management
Develop and manage assigned markets marketing budget process to ensure timely, consistent, and integrated delivery of marketing plans:
- Deliver clear and consistent plan during Annual Plans and quarterly revisions with detailed explanations on variances and/or changes in collaboration with sales team
- Ensure marketing investments efficiency & ROI via right resources allocation based on locations prioritization
- Ensure accuracy and full compliance with internal Policies & Procedures
Requirements
- Education: University degree or equivalent (required)
- Work Experience:5+ years in FMCG consumer/trade marketing experiences
Consumer/trade promotions management would be an advantage
Cross cultural experience would be an advantage
Cross functional experience would be an advantage
Travel Retail experience would be an advantage
- Language: Fluent English and Mandarin Chinese
- Functional Skills:Promotions Management (required)
Project Management (required)
Financial Analysis (required)
Computer literate: Microsoft Office and SAP
Brand Management, Trade Marketing. Trade Merchandising, Shelf space/planogram management, Category management, Competitive intelligence, Negotiation skills, Basic financial skills , Brand price positioning indexing and management, External environment knowledge (taxation, trade pricing, corporate affairs, legal), Customer Service, Consumer Marketing Knowledge, Trade Research, Brand Communication (ATL / BTL), Trade Segmentation, Merchandising Management, Key Account Management
