Reporting to: Consumer Activation Lead Manager, Asia Global Travel Retail

Duty post: Singapore 

 

CONSUMER ACTIVATION MANAGER - SE Asia Global Travel Retail

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 directionsSynergies with domestic market internal plans and global trendsRegulatory environmentDigital 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 guidelinesConsumer centric brand activations for new launches, LEP and/or brand rejuvenationsMaintaining a clear marketing activation calendar view of all projects with regular status updatesOngoing 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 materialsBrand communication training to RSC when requiredTogether 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 teamEnsure marketing investments efficiency & ROI via right resources allocation based on locations prioritizationEnsure accuracy and full compliance with internal Policies & Procedures

Requirements

Education: University degree or equivalent (required)Work Experience:5+ years in FMCG consumer/trade marketing experiencesConsumer/trade promotions management would be an advantageCross cultural experience would be an advantageCross functional experience would be an advantageTravel Retail experience would be an advantageLanguage: Fluent English and Mandarin ChineseFunctional Skills:Promotions Management (required)Project Management (required)Financial Analysis (required)Computer literate: Microsoft Office and SAPBrand 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