Senior Brand Manager

The Senior Brand Manager (Category Management) of is responsible for the overall management and achievement of long[1]term and short-term sales and brand objectives of the assigned category/ies. In support of the company’s vision and evolving menu, the Marketing Senior Manager will also be in-charge of developing recommended strategies for the category/ies.

To be able to achieve the long and short-term sales and brand objectives, he/she will:

• Lead the thorough review of the assigned category/ies to unearth potential gaps and opportunity areas specific to the product, pricing and promotional strategies
• Recommend corresponding strategies covering the entire marketing mix for the assigned category/ies
• Lead collaborative efforts with cross-functional teams, Trade Marketing, Creative Agency, Media Agency, PR/ Digital Agencies, Corporate Media and Corporate Research to ensure the OTIF launch of all categories and new products.

The Marketing Senior Manager is also responsible for managing the overall brand health for the assigned categories, which includes calendar management, A&P budgets, and forecast development. On people management, he/she is on top of the overall development and progress of his/ her subordinate/s and is responsible for recommending developmental programs to help achieve career milestones.

Sales and Market Share Growth

• Conducts a thorough annual brand/business review for category/ies and recommends the marketing plan and OGSM for the next 1-3 years.
• Spearheads development of long and short-term category marketing plans to achieve category/ product sales and volume objectives
• Prepares monthly business reviews for assigned category/ies and makes the necessary adjustments and recommendations to ensure business targets are met and brand performance remains on track

Competitive Advantage & Brand Health Management

• Monitors market trends, product and equity data and identifies opportunity areas that the category/ies can leverage on to drive competitive advantage
• Identifies research gaps within the category and leads development of the research plans
• Reviews and analyzes reports on competitor pricing and product/service performance; Utilizes data for pricing and product strategies

New campaign/ New product/ Promotion Management

• Leads project coordination with cross-functional Product Work Group to ensure smooth execution of product development, launch and monitoring
• Collaborates with Trade Marketing, Creative Agency, Media Agency, PR/Digital Agencies, Corporate Media and Corporate Research in developing, executing and monitoring integrated marketing campaigns
• Leads the development and execution of marketing and promotional programs both for new and existing products to stimulate demand for such and generate sales and profit
• Checks compliance with marketing policy, brand visual identity, and other brand-related mandatories

A&P Budget Management

• Creates annual budget plan for the assigned categories based on the approved marketing calendar
• Manages marketing expenditures related to assigned category/ies and ensures plans and activities are implemented within agreed schedules and budgets
• Ensures SAP budget monitoring are consistently up to date for internal processing of invoices

Sales Forecast

• Builds and owns the demand forecasts for products handled and regularly monitors, analyzes, and adjusts, as necessary
• Regularly monitors stock level of key raw materials of assigned products, and develops moveout plans to mitigate lapsing risk, as needed

People Management and Development

• Organizes the department and selects team members to support the achievement of department goals
• Creates the Succession Plan for the direct reports (DRs) to ensure business continuity vis-à-vis employee development
• Conducts performance evaluation of direct reports
• Creates the direct reports’ development plans based on competency assessment and individual performance; implements/monitors the achievement of developmental objectives or milestones
• Identifies key talents (KTs) among direct reports; develops a career plan for direct reports who are identified as key talents
• Drives participation of the team to employee engagement programs; develops action plans to address employee engagement issues
• Facilitates employee issue resolution and implements the disciplinary action process when needed
• Serves as SME for training-related needs

JOB QUALIFICATION

Education: Business Administration, Marketing or any related course with post-degree preferred

Experience: Five (5) – seven (7) years experience in Brand Management, Marketing or Advertising; must have supervisory experience

Work condition: Primarily office – based; Goes on fieldwork for store visits, consumer immersion, external partner or industry-initiated activities such as ideations, site tours, conferences/ forums

Scope of Impact: SBU-wide; Category assignment

Level of Function-Specific Knowledge: Has had experience leading a category/brand, particularly has led development and launch of an advertising or integrated marketing campaign and new products

Innovation: Leads or initiates innovation process for his / her assigned categories

External Contacts and Nature of Interaction: Suppliers, Advertising Agencies, Digital / PR / BTL Agencies, Research Agencies, Marketing Teams in other SBUs

Internal Contacts and Nature of Interaction: Category Management Team, Product Work Group, S&OP Team, Trade / Retail/ Channels/ National Promotions Marketing Team, PR/ Digital / Brand Communications Team