KEY ACCOUNTABILITIES
1. Brand Strategy & Planning
Development and execution of annual brand plans and support the development of three-year strategic plans
2. Brand Communication & Activation
Development and execution of integrated communication strategies
Develop, plan, and oversee the execution of annual activation and engagement plans across brands with brand managers.
Responsible for interfacing with sales, trade marketing and customers in all relevant marketing related activities to ensure activations are aligned with brand plans and guidelines.
3. Consumer Insights
Development and application of compelling, relevant consumer and market insights
Develop an intimate understanding of consumer & shopper behaviours, to identify insights and trends, to capture sources of business in line with business objectives and brand strategy
Be the lead on all consumer insights development programs and work closely with PR regional & global HQ to run all consumer understanding programs – PRIME, Maestria etc.
4. Brand Advocacy
Lead the team of Brand Ambassadors to build brand love among the trade community & bartenders
Manage the BA team to ensure fair use & deployment across the full portfolio & including the Tet season
5. Team Management
Coach direct reports in development, management, and execution of brand related business.
Ensure a challenging and developmental environment to effectively stretch and grow the capabilities of direct reports & the wider team.
6. Analyses and Reporting
Analysis of the effectiveness of all marketing efforts against strategic objectives
Monitor and track all major brand KPIs and provide scheduled updates on brand plan progress to marketing director and wider teams
7. Creativity, Innovation & digitalization
Inspire and explore new and relevant ideas by thinking out-of-the-box, finding imaginative solutions, and fostering a creative spirit within both the marketing team and external partners
Identify consumer insights, business & other technical opportunities (Innovations at suppliers...), define innovation strategies and concepts to transform them into initiatives and to achieve their implementation
Work closely with digital manager and external agencies to enhance marketing digital transformation and team capabilities
8. Portfolio Strategy
Management and development of the product range strategy including NPD
Assess portfolio opportunities in line with consumers/market needs and lead team on implementation.
9. A&P Management
Effectively assign, manage, and track A&P budgets with monthly reports and analysis for the marketing director.
Track and monitor effectiveness of Marketing programs within budget allocated and brand tool effectiveness and provide regular reports and proposals.
10. Relationship Building
Lead, manage and direct external marketing agencies and closely monitor performance KPIs and deliver annual appraisals
Develop close working relationships with strategic brand companies and regional HQ to ensure the best service and support for local market needs
Develop a collaborative relationship with the trade marketing and sales team.
Build efficient network with opinion leaders (trade, media, influencers) to support brand and business development
11. Project Management
Participate in and occasionally lead diverse tasks in transversal projects, managing and maximizing performance of project teams (internal & external), to achieve objectives in time
12. CSR
Ensure the compliance of Corporate Social Responsibility policies in all marketing activities developed and support the global/local Corporate Social Responsibility platform throughout the fiscal year
JOB REQUIREMENTS
Education & Experience
Graduate degree. Marketing Qualifications preferred.
Extensive experience in marketing – with in-depth experience in digital/ social media
An understanding of both marketing and field sales (trade marketing)
Strong business acumen with analytical and solid influencing skills
Thorough and creative problem-solving abilities, strategic thinking and strong verbal and written presentation skills
Must be able to manage multiple priorities
Leadership Competencies
Strategic Vision
Motivates teams to support change and translates brand & company vision into specific plans.
Maintains strong long-term relationships and incorporates understanding of the connections between business areas into decisions.
Entrepreneurship
Challenges the status quo by thinking out of the box, high commitment to achieve despite obstacles as well as gains commitment by focusing efforts on resolving areas of disagreement.
Result orientation
Measures key business results to assess performance and identifies inefficient processes. Maintains high performance standards in a challenging environment and actively shares knowledge of best practices.
Live the values
Guarantees highest standards by confronting inappropriate behaviours. Demonstrates commitment to CSR priorities, establishes a mutual trust environment and recognises, rewards and celebrates team success.
Team Management
Inspires team members, empowers team members to make decisions and facilitates team performance by understanding the strengths and weaknesses of team members.
Functional Requirements:
Comprehensive understanding of consumer businesses particularly in marketing practices, and related laws
Good presentation, project planning and negotiation skills
Fluent English skills (written/spoken) are mandatory
Good command of MS Office (Excellent excel and PowerPoint)
Digital knowledge – trends, social media
Job Posting End Date:
Target Hire Date:
2026-06-26Target End Date:
2026-06-30