マーケティングマネージャー / Marketing Manager

Overview:

Lead and develop marketing strategies and programs, covering all components of the marketing mix, plan and implement new product launches, understand and recommend market segments and consumer segments to penetrate and target, analyze both trade customers’ and consumers’ needs, assess competitive dynamics and recommend competitive counter strategies, so as to enhance brand equity, optimize market share and escalate revenue growth in Japan.

Responsibilities:

On-going tasks

1. Implement marketing plans, systems and processes, as well as ensure optimal deployment of marketing mix strategies, cost-effective utilization of marketing budget to position each brand for equity building in line with agreed positioning, within agreed guidelines.

* Marketing system:

o Market Information System – utilize fact based research methods to achieve accurate, sufficient and timely information, in collaboration with Shopper & Consumer Insights Manager;
o Marketing Planning System – well conceived and effectively deployed, on both Tactical and Strategic levels;
o Marketing Control System – establish adequate control procedures on marketing expenditures, implementation quality and time-lines, to ensure plan objectives and achieved;
o New Product Development System – support the NPD process, and achieve agreed new product sales.

* Branding & Marketing:
o Brand Communication (All Branding Activities, In-store Merchandising, Brand Strategy and Brand Positioning Decisions);
o Product Portfolio (Strategic Portfolio Planning, Profitability Analysis and SKU Rationalization);
o Packaging (Structure and graphics for Standard and Promotional packaging to be in line with agreed guidelines);
o Pricing Strategy and Decision (Positioning implications, channel mix and target segments, Promotional Vs Base business);
o Product Distribution (Channel Strategy and Prioritization, Merchandizing and In-store Display);
o Promotional Program (Trade Vs Consumer; Price Vs Non-price);
o Effective Advertising Programs Decisions (Agency/Media Selection & Execution to maximize effectiveness);
o New Product Development (Market knowledge, consumer need states, sales potential and commercialization planning).

2. Business Objectives/Strategies – lead development and implementation of brand go-to-market strategies and devise channel differentiation strategies for a portfolio of products/segments. Work closely with sales manager to support the achievement of both business and sales objectives. Analyze sales and retail performance to contribute to gap closing and revenue growth.

3. Marketing Programs and Budget – allocate marketing effort and budget in relation to long-term profit potential of the targeted segments, plan and execute local advertising, marketing programs/ activities; administer A&P budget and maximize return on marketing investment.

4. Marketing Agencies – manage agencies/design houses/media owners for all advertising and promotional activities, branding initiatives, media scheduling and buying, PR activities, research, etc.

5. Sales/Marketing tool – ensure accurate and proper sales kits to support the sales team in their distributor/trade sales pitches and sell-in processes. Effectively communicate product and channel strategies via internal selling tools and presentations.

6. Market Research – determine market research needs and support execution of the appropriate studies to support product development activities as well as broader strategic consumer research. Collate information on consumer needs and wants in well-defined market segments as well as product categories that the company is competing. Continuously gather and evaluate ideas for new products, product improvements, and services to meet consumer-centric needs.

7. Trade Show – work in conjunction with Trade/Sales teams on trade and consumer events/road shows, coordinating overall set up and other requirements.

8. New Products – explore and recommend new product innovation needs for India, manage new product launches across all channels and coordinate cross-functional activities in preparation for customer line reviews.

Project Tasks
The Project Scope and Tasks as well as goals / expectations will be established and agreed on a “as needed” basis when necessary.

Years of Experience:
* At least 8 years of hands-on Marketing management experience at both strategic and tactical levels, in consumer packaged goods, preferably from a company strong in branding.

Competencies:
* Proven skills in launching consumer products and new brands across multiple Japan cities
* Leadership experience
* Understanding of research methodologies, good grounding in marketing communication and branding fundamentals
* Proven experience in implementation of A&P programs
* Ability to work across and influence a complex high-matrix organization, and third-party business partners e.g. distributors

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