Head of Marketing

Overview

The Head of Marketing role will be responsible for driving profitable Brands growth via scoping out the opportunities, concept development & testing, campaigns and innovations. As a Marketing Leader, you will have direct impact in driving brand volume, revenue, share and equity building to scale-up the portfolio in Indonesia. This also includes managing internal cross-functional teams, external creative agencies, partnership with insights & commercialization. Additionally, this role will also be responsible to manage strong portfolio in the market; driving core brands in the market while continue build opportunities for new segment/imported/premium portfolio presence. You will be expected to have a close pulse on consumer trends, competitive activity, category developments and sales information.

Responsibilities

What you will be responsible for:

• Build and deploy a sharp, differentiated and consumer resonant brand architecture (core brands & extensions) with strongly embedding local insights.

• Drive brand Net Revenue and Market Share growth via gold-standard delivery of equity and comms plans

• Lead the management of the brand; developing objectives, strategy, budgets & resources.

• Lead the development & evolution of the brand positioning & communication within global guardrails.

• Lead the execution and development of brand plans including:

  • Consumer advertising and promotion ideation, screening, testing
  • Build and deliver Annual Operating Plan (AOP)
  • Innovation pipeline

• Collaborate with category leader on the communications/branding to ensure:

  • Represents accretive programming to individual Brand plans
  • Maintains equity guardrails.
  • Leverages Brands’ existing assets, where appropriate

• Support in development on Brands (thematic / platform / consumer engagement / campaigns) including localization of Global content on global brands

• Build strong partnership with commercial team:

  • Ensure the right channel mix and campaign plans to optimize target consumer reach
  • Create a Roadmap and execute the brand to drive Penetration & Affordability, including pac & price strategy

• Collaborate to create strongly relevant brand activities in trade and consumer

• Ensure On-time In-full launch of new innovations through BPOM Registration, Halal Certification, Packaging Design etc.

• Define, lead and execute brand partnerships & sponsorships with third parties / partners

• Liaise with BU market activation team to bring alive the programs – effective deployment of the marketing plans

• Partner with marketing services team on media properties to amplify brand message and break clutter.

• Partner with insights to build strong consumer, competitors and channel insights; to track brand share performance, brand equity/brand health, product/concept testing and immersion with consumer/market.

• Deliver strong consumer and trade relevant concepts for input into the planning process, aligning stakeholders and working with agency partners across creative, media, R&D and Packaging Teams.

• Partner with commercialization and R&D to develop the winning innovation concepts and flavours.

Qualifications

What you will need to have:

• 10+ years experience and proven track record of Brand management or Brand Marketing

• MBA, BBA, Marketing Major, or any related field of study

• Strong understanding of marketing and brand building

• Proven experience in FMCG business is required (Foods FMCG experience is an advantage)

• Strong collaboration and Project management skills

• Entrepreneural mindset with proven experiences to execute & scale up business opportunities

• Adaptability, Quick and Eager learner

• Great presentation skills

• Strategic thinking and analytical skills

Differentiating Competencies Required

• Strong leadership of projects

• Ability to manage several portfolios

• Having the ability to look at the broader picture

• Management to leading the brand at a strategic level and defining the direction for the future

• Elevate relationships with market teams – from being a great collaborator who provides task based help to a strategic partner who is helping to set the strategic direction for them