Marketing Manager - The HEINEKEN Company | New Day Jobs (Yangon, Myanmar)

Purpose of the position

• As a Marketing Manager, you will direct and manage the brand strategy for designated brands (more than 1 brand) to meet the company-defined brand and portfolio ambition.
• You are responsible for the development, implementation, integration, and evaluation of brand and promotional plans.
• You also contribute heavily towards an annual commercial strategy by drafting plans based on proven insights.
• You work together closely with the Marketing Director on a strategic level and with the Brand Manager and Brand Executive on an operational level.
• You help the brand manager and executive to develop into a superior performing individuals, who can succeed you in due time.
• Also, you will support the head of the department on other assigned projects as delegated.

Job Descriptions

1.Consumer at the Centre (Level 3 – Organization)

• Champions the consumer across the business to ensure that OpCo decision making is based on the long-term impact on consumer behavior that sustain business growth
• Ensures sufficient people and other resources are deployed in generating Consumer Insight
• Combines insights and business acumen to develop a compelling vision of consumers’ future needs and behaviors
• Ensures all portfolio and brand strategies, plans, and activities are grounded in a strong and clear consumer rationale with clear consumer KPIs measured

2. Portfolio Management (Level 2 – Team)

• Conducts yearly Portfolio performance tracking and evaluation in the area of responsibility
• Is continually up to date and shares knowledge on key drivers of the Category and Segment performance, profitability, and growth
• Ensures team understanding of Portfolio Strategy and its implications
• Incorporates Portfolio Strategy into the brand, channel, RTM, and Customer strategies, and plans
• Uses Sources of a growth model to look for opportunities and actively builds them into plans

3. Integrated Commercial Planning (Level 3 – Organization)

• Drives integrated approach to ensure holistic plans, fully aligned with the business, portfolio, and commercial strategies
• Challenges current best practices to create and deliver more effective plans
• Challenges cross-functional budget assumptions and allocations to deliver the highest possible brand and portfolio profitability
• Evaluates plans to ensure ongoing learning and improvement at the OpCo level

4. Brand Strategy (Level 3 – Organization)

• Drives the alignment of OpCo's ambition, organization, and resources to the maintenance and execution of the Brand Strategy
• Ensures brand strategy is aligned to a brand role in the portfolio
• Demonstrates leadership to embed the Brand Strategy throughout the organization
• Continually monitors performance and the external environment and ensures any necessary adjustments to brand strategies are delivered through the team

5. Breakthrough Communication (Level 3 – Organization)

TouchPoint Planning

• Ensures capability is built across team/organization to adapt to IDDM and leads data strategy
• Ensures all campaign/activity objectives across the portfolio are clearly linked to business & brand objectives
• Owns long-term business relationships with media agencies and partners (inc selection), ensuring optimal performance on both sides and challenging agencies to raise the bar
• Ensure rigor in measurement, performance, ROI tracking, and codifying learning across the portfolio (inc MMM)
• Inspires innovation in using new consumer-relevant touchpoints

Content & Activity

• Ensures relevant and effective communications strategies and executions across the portfolio
• Selects agencies & owns the long-term business relationship with them, whilst achieving synergistic cooperation between them
• Recognises, rewards & promotes business and brand building creative ideas across touchpoints & leverages agencies’ diversity to consistently raise the bar
• Acts as decision-maker for final content approval
• Trains and coaches others based on theory & own experience

6. Brand Profitability (Level 2 - Team)

• Consistently tracks and optimizes marketing spend, ensuring reaction and ROI are driven upwards and learnings shared and built into future activities
• Manages the portfolio and SKU mix towards optimal profitability and works with the Revenue Manager to ensure all RM levers on the brand are optimized
• Maximizes productivity of investment through full use of CSP levers, and enhances brand profitability through CVE
• Allocates resources to create a clear balance between short term and long-term growth and profit objectives
• Constantly monitors the impact of pricing strategy on brand value and competitiveness, and drives changes

7. Innovation and Renovation (Level 2 – Team)

• Can syndicate Sources of Growth, insight sources, and strategies to identify clear innovation opportunities
• Develops winning innovation concepts based on validated consumer insights, which drive penetration and competitive advantage
• Ensures effective cross-functional working and alignment to optimize deliver
• Effectively leads project portfolio, maximizing potential, allocating resources, managing risk (eg cannibalization), driving gate decisions, and measuring results and ROI
• Launches with an effective model for the type of innovation aligns the organization and adjusts course where needed

8. Store Back Marketing (Level 3 – Organization)

• Champions the execution effectiveness cross-functionally through consistent evaluation and applying to learn
• Develops across the Marketing function a strong understanding of drivers and barriers in-store/bar, ensuring they are integrated into all brand activities
• Generates real excitement about key initiatives throughout the OPCO
• Sets challenging performance standards
• Leads effective and fast interventions supported by all relevant functions
• Takes responsibility for implementing the Responsible Mkt Code

9. RTM & Channel Understanding (Level 2 - Team)

• Ensures all brand activities address Distributor, Wholesaler, and Retailer purchase drivers and barriers
• Adapts Brand/Portfolio strategy and activation to fully build on the channel, customer, and RTM strategy
• Ensures Brand Strategy and activation effectively address consumer, shopper, and customer purchase drivers
• Grounds all activities in the category strategy
• Ensures team integrates channel and RTM understanding and thinking into all activities

Requirements

• Graduate in Marketing and min 8-10 years’ relevant experience in Marketing (preferably FMCGs), with the last role at the Brand Management level
• Knowledge and skills in Brand Management
• Skills in brand positioning and consumer segmentation
• Product / SKU launch experience
• Ability to analyze and apply market research results into brand strategy and plans
• Negotiation skills and experience in managing marketing budgets
• People management experience

Language

• Good in English
• Myanmar Language is a must