Head of Marketing

<b>Job Purpose</b>
The Head of Marketing is responsible for developing and executing the company’s overall marketing strategy to drive brand growth, consumer demand, market share, product performance, and long-term brand equity.

The role leads brand management, consumer marketing, trade marketing alignment, product launches, digital marketing, market research, communication strategy, and marketing budget management across the company’s FMCG portfolio.

<b>Key Responsibilities</b>
<b>1. Marketing Strategy & Annual Planning</b>
• Develop the annual marketing strategy aligned with company growth objectives.
• Prepare annual marketing plans by brand, category, channel, and campaign.
• Define clear marketing priorities, investment plans, and expected business outcomes.
• Translate company objectives into actionable brand and consumer strategies.
• Monitor market trends and identify new growth opportunities.

<b>2. Brand Management</b>
• Develop and protect the positioning, identity, and value proposition of each brand.
• Establish clear brand guidelines and ensure consistent execution across all communication channels.
• Monitor brand health, awareness, consideration, trial, and repeat purchase.
• Develop strategies to strengthen brand equity and consumer loyalty.
• Ensure marketing communication is consistent with the target consumer and brand positioning.

<b>3. Consumer & Market Understanding</b>
• Conduct and manage market research, consumer studies, and competitor analysis.
• Identify consumer needs, preferences, behavior, and emerging trends.
• Analyze category size, market share, pricing, competitor activity, and consumption trends.
• Translate consumer insights into product, communication, and commercial actions.
• Maintain regular market intelligence reports for management.

<b>4. Product & Portfolio Management</b>
• Manage the performance of existing products and SKUs.
• Evaluate opportunities for new products, packaging, sizes, flavors, and formats.
• Lead new product development and launch planning with relevant departments.
• Review underperforming SKUs and recommend improvement, repositioning, or discontinuation where appropriate.
• Ensure the overall portfolio is aligned with consumer demand and commercial objectives.

<b>5. New Product Development & Launch</b>
• Develop consumer and market rationale for new product launches.
• Coordinate with Sales, Production, Supply Chain, Finance, and external suppliers.
• Prepare launch strategy, pricing recommendations, communication plans, and activation programs.
• Establish launch KPIs and monitor post-launch performance.
• Conduct post-launch reviews and recommend corrective actions.

<b>6. Integrated Marketing Communication</b>
• Develop annual communication strategies for each brand.
• Manage advertising across TV, digital, social media, outdoor, events, POSM, KOLs, and other channels.
• Ensure communication is relevant, consistent, and measurable.
• Manage creative agencies, media agencies, production houses, and external partners.
• Review and approve campaign concepts, artwork, promotional materials, and brand content.

<b>7. Digital & Social Media Marketing</b>
• Develop digital marketing strategies across relevant online platforms.
• Manage social media content, digital campaigns, influencer/KOL programs, and online communities.
• Track digital KPIs including reach, engagement, conversion, traffic, and campaign effectiveness.
• Develop data-driven digital campaigns and optimize performance based on results.
• Monitor consumer sentiment and online brand reputation.

<b>8. Trade Marketing Alignment</b>
• Work closely with Sales and Trade Marketing to ensure strong in-market execution.
• Develop shopper activation programs, promotions, POSM, merchandising standards, and visibility plans.
• Ensure brand strategy is effectively translated into channel execution.
• Review promotion performance and return on investment.
• Support GT, MT, Key Account, Wholesale, HoReCa, and other relevant channels.

<b>9. Pricing & Promotion Strategy</b>
• Support pricing strategy based on market positioning, competition, consumer value, and profitability.
• Evaluate promotional mechanics and consumer offers.
• Ensure promotions support long-term brand health and do not unnecessarily reduce brand value.
• Analyze promotion effectiveness and ROI.
• Coordinate closely with Sales and Finance on commercial implications.

<b>10. Marketing Budget Management</b>
• Prepare and manage the annual marketing budget.
• Allocate investment across brands, campaigns, media, activation, research, and agencies.
• Monitor actual spending against approved budget.
• Evaluate marketing ROI and campaign effectiveness.
• Ensure marketing investments contribute to measurable business results.

<b>11. Agency & Supplier Management</b>
• Select and manage advertising agencies, media agencies, event agencies, research companies, and production suppliers.
• Prepare clear briefs and evaluate agency proposals.
• Negotiate commercial terms and ensure timely delivery.
• Maintain quality standards across all marketing materials and campaigns.

<b>12. Team Leadership & Development</b>
• Lead, coach, and develop the marketing team.
• Set individual and departmental KPIs.
• Conduct regular performance reviews.
• Identify training and capability-development needs.
• Build succession plans for key marketing positions.
• Establish a strong culture of creativity, accountability, discipline, and commercial thinking.

<b>13. Cross-Functional Collaboration</b>
• Work closely with Sales on channel priorities, distribution, and execution.
• Coordinate with Finance on marketing budgets, profitability, and ROI.
• Work with Supply Chain and Production on product launches, packaging, and demand planning.
• Coordinate with HR on recruitment and team development.
• Support senior management with business reviews and strategic recommendations.

语言要求：English (Good)