Brand Manager (Malaysia, Singapore, and Brunei)

OverviewDrive volume and share growth for PepsiCo’s Carbonated Soft Drinks (CSD) portfolio in Malaysia, Singapore, and Brunei (MAPS). Develop marketing programs for all CSD brands in MAPSManage and Track CSD A&M spendingLiaison with Etika bottler marketing teams to ensure strong execution of marketing programsWork with commercial team to deliver innovation on time and with excellenceResponsibilitiesAnnual Operating Plan (AOP) / Joint Business Planning (JBP)CSD Market Execution plans development: Work with Head of Marketing to develop execution strategy based on market / channel dynamics understandingCSD Brand-Building/Marketing plans Development: Setting brand goals and planning on-going action plansBusiness Fundamentals:

Develop brand expansion roadmap for CSD category products including relevant innovations, promotions and packaging supportTracking Key Business Element and Action RecommendationTracking monthly CSD Bev Volume to assess progress vs plan and recommend appropriate adjustment Track/analysis Nielsen RI data to assess the market progress in retailTrack/analysis consumer reaction data in digital aligning with the agencyMarketing Campaign and Consumer Promotion Development and ExecutionDevelopment of communications and content around CSD brands that drive consumer excitement.

Coordinate advertising development, from identification of consumer insight to testing of final filmLocalize global or Regional CSD brand campaignsDevelopment of consumer promotion calendar for CSD brands by utilizing local agencies. Evaluate the effectiveness and efficiency of current marketing strategies and tactics, and make recommendations for changes and improvementsSupport Head of Marketing for the seamless marketing-channel executionBrand Performance Analytics and Understanding Consumer Insight3C’s: Evaluate brand performance & find issues for brand planningMarket Share and Brand Health:

Analyze Volume and Value shares and Brand Equity Scores to understand market & consumer trend and develop action plans for Brand Health Understanding Consumer Insight:

Demographic/psychographic trends, consumer perceptions/attitudes, need states, motivations, and purchase/consumption behavior to advance the businessA&M Budget Management Recommend proper A&M budget based on CSD AOP initiatives to Head of MarketingExecute Monthly Marketing Funds Authorisation Request (MFAR) Tracking to check total spending progress vs plan and budget for CSDMedia Planning and Agency ManagementWrite agency brief and plan based on A&M planFind proper consumer touch points and execute 360 reach plansCheck monthly media buying result to check media KPI scoresNegotiate production costs and agency feesAlignmentCSD Marketing Plan Alignment:

Support Head of Marketing and Senior Marketing Director for aligning CSD marketing plan with bottler including innovation, marketing calendar and A&M.

Work with Regional Marketing team to influence and secure alignment over CSD Bev agendaPeople ManagementSupport Marketing Lead and Franchise Lead to ensure the appropriate work structure and process with Bottler and Agencies to Drive Pepsico ValueSupport Head of Marketing to drive the Control agenda of Marketing to ensure that all tasks and activities are GCS compliant Drive Pepsico Value to local marketing team and bottlerKey Control AccountabilitiesEnsure compliance with of key processes related to A&M budget, MFAR, and other controls indicated in the Risk Control MatrixConduct period key control process testsQualificationsAt least 4-8 years of experience in a brand marketing role in an FMCG environmentAble to manage multiple and sometimes conflicting agendas/requirementsThinking Out of the Box, passion to learn & stretchMust be a self-starter, able to take up projects independently and develop own KPIs to achieve overall business resultsGood interpersonal, communication and influencing skills.

Customer oriented, logical thinking, self-motivated, independent, willing to work under pressureGood communicationProject Management