Overview
Main Purpose:
- To manage end to end Marketing for TBC Brand Portfolio in Indonesia by executing winning brand activation programs working closely with the Commercial and Marketing Lead.
- To translate TBC brand strategies into well-defined Channel & Category programs & activities to support achievement of volume growth and share ambition & bring to life PepsiCo’s in-store picture of success per channel, per product category.
Accountabilities:
- Brand-Building/Marketing Strategy Development: Working with Category lead to set long term brand goals and working closely with Commercial Lead to plan and execute in-year action plans to win in Category.
- Market Share and Brand Health Analysis: Analyze Volume, Value shares and Brand Equity Scores (if available) to understand market & consumer trends and inform decision making. Develop holistic action plans (4P’s) for winning share improving Brand Health & growing consumption.
- Marketing Campaign Development and Execution: Development of communications and content around TBC brands that influence consumer behavior. Coordinate advertising development, from identification of consumer insight to testing of final assets and deployment. Also, localize any global/regional content which is available and meets brand’s strategic imperative.
- Commercial Planning/Execution: Support Commercial Lead with new commercial opportunities to drive additional business. Facilitate building of Joint Business Plans (JBP) and Annual Operating Plans (AOP) and align with internal team to ensure flawless planning and execution.
- Promotional Calendar: Development of consumer promotion calendar which drives profit accretive incremental growth for TBC Portfolio by utilizing local agencies and partners. Ensure the execution of the calendar On-Time & In-Full.
- Innovation Calendar: Develop brand expansion roadmap for TBC category products including relevant innovations- product & packaging to drive profitable growth.
- A&M Budget and MFAR Management: Recommend proper A&M budget based on AOP initiatives to Head of Marketing. Execute Monthly MFAR Tracking to check total spending progress vs plan and budget. Develop and manage Media Plan and work with agencies to deliver highest efficiency based on Marketing Objective. Strive to deliver higher Working A&M.
- Imported Portfolio Range: Coordinate with Regional Commercial Team and/or Export Managers (of source country) to identify possible products to be imported. Work with regulatory and legal re import requirements, finance for P&L, pricing & develop launch plans for shortlisted products with Sales and Distributor and create channel programs to ensure consistent availability, visibility and accessibility of PepsiCo products in-store.
- Shopper Marketing: Develop shopper activities to increase baseline sales over previous years. Manage the development of merchandising strategy/direction, including permanent POSM (point-of-sales material) display recommendations, and planogram solutions in line with POP Vision & Objectives and brand vision & objectives.
- Collect and integrate sales execution data, vis-à-vis approved budget, and analyze them by channel & brand and share it with relevant stakeholders on a regular basis to inform monthly business decision making.
Key Requirement
Knowledge & Experience
- University degree, Marketing/Business degree is a preference
- 10+ years work experience (strong marketing management background) in an FMCG environment with at least 3 year experience at a Senior Product Manager level
- Knowledge of Marketing Fundamentals is a must (Brand Communications, Brand Strategy, Innovations, Media Planning)
- Analytical Skills - Can work comfortably with numbers and developing assumptions based on findings and ability to work with ambiguity
- Project Management - Can develop and manage overall project plans (identifying & monitoring resources: budget and people) ensuring seamless implementation
- Communication Skills - Can present data/insights in clear, concise and impactful way (crafting of presentation decks and articulating research findings); Attains alignment from key stakeholders
- Capability Building- Can develop skills or coach performance of distributor partners
- Thinks consumer-first and has displays consumer empathy
- Has a creative bent of mind and thinks of innovative solutions
- Quick at making decisions and giving direction/focus
- Comfortable in fluid/ambiguous and dynamic situations
- Mature with strong people leadership skills – ability to work with different individuals exerting good organization impact with confidence
- Strong negotiator and people person
PepsiCo