BRAND MANAGER

A.JOB OBJECTIVES:Responsible for managing assigned brand/product, developing, and executing marketing plans, consistent with current and long-range departmental and company sales and profit objectives.B.

DUTIES AND RESPONSIBILITIES

A.BRAND MANAGEMENT1. Manages brand equity/essence/architecture/value2. Ensures brand identity is consistent across internal and external markets3. Creates brand awareness, relevant differentiation, value, accessibility and emotional connection for the brand among target market4. Develops brand plans that drives brand promise, monitors progress against plan and responsible for results against brand plan

B. TRADE MARKETING1. Prepares, recommends, and provides support to Sales Team through development of volume-generating and offtake-generating promotions and efforts2. Works closely with sales in enhancing existing relationships with the key customers/retailers, which would include merchandising programs, in-store promotions, and other marketing tie-ups with retailers3. Provides direction on display planogramming of product SKUs to ensure highlight on core/push products4. Manages trade marketing funds by allocating monies according to brand/sales contribution and/or strategic importance5. Leads and manages 3rd-party providers (e.g., sampling/promo agencies, design agencies, bundling agencies) in delivering promo and/or communication objectives and promo implementation/execution6. Controls actual promotions spendings vis-a-vis approved budget7. Evaluates major trade efforts to determine effectiveness and efficiencies, and recommends future actions

C.PRODUCT INNOVATION1. Leads cross-functional teams (R&D, Production, Purchasing, Sales) in innovation/renovation programs.2. Prepares the briefs, coordinates development requirements, finalizes packaging design and specifications, and monitors critical paths to ensure speedy realization3. Prepares business plan that will justify/launch of new products in the market, through evaluation of competitive landscape, market and consumer trends4. Leads creative team in developing brand names, packaging designs for new products that will attract the identified target market5. Determines optimum price points vis-à-vis competition and/or against consumer’s purchase power6. Develops launch plan, including target channels, initial pipeline volume, and investment budget to support new product

D.FINANCIALS1. Prepares sales forecast for each SKU based on sales trend, growth opportunities, and/or management directions; and closely monitors and ensures achievement of sales targets2. Ensures profitability of the brand by managing net margins after promotion spend, cost-to-sales ratio, and maximizing sales and additional mileage/values3. Negotiates with 3rd-party suppliers in providing lowest cost, or additional mileage4. Involved in cost-saving measures done for the products and makes sure changes/amendments will not affect consumer purchase/demand5. Conducts regular competitive price checks to determine product competitive advantage, as well as profitability and sustainability, and opportunity to improve margins

E. SUPPLY AND DEMAND1. Prepares monthly forecast for imported orders/local production to ensure sufficient supply of products for selling2. Ensures sufficient supply of regular and promotional SKUs by closely coordinating with Production Planning, Supply Chain and Logistics departments