Group Brand Manager

Job Title: Group Brand Manager
Contract Type: Permanent
Location: Kuala Lumpur, Malaysia
Salary: car,mobile
Start Date: asap
Reference: JN -032019-230921
Contact Name: Penny Chong
Contact Email:
Job Published: March 28, 2019 10:53

Job Description

Key Responsibilities and Job-Related Characteristics:

1) Brand strategy & marketing planning

  • Conduct / organize brand review and strategic workshops to identify key brand issues/opportunities and strategic direction.
  • Strategise, develop and implement brand strategies and brand plans to ensure execution is in line with agreed brand positioning, timeline and budget.
  • Detail marketing action plan for implementation (quarterly base) with clear and actionable KPIs
  • Involvement in 4-year strategic planning, global brand positioning and activation platforms in relation with global brand team
  • Localized brand activation platforms development based on local market environment, consumer needs and appropriate translation of global brand positioning

2) Brand activities (ATL & BTL activities)

  • Lead, develop, implement and evaluate creative and effective ATL activities (media, PR and sponsorship) and BTL campaign ideas/concepts activities in line with the brand plan/global brand direction
  • Work with marketing Director to supervise and develop annual media plan. Develop full year media review, strategic direction and annual master plan for key brands to optimize resources
  • Monitor and analyze own brand(s)/competitors brands in order to continuously provide insightful recommendations.
  • Closely monitor agency performance KPIs and deliver annual appraisals

3) Support Sales Development

  • Work closely with sales and trade-marketing function to develop channel by channel

marketing activities covering products, packages, merchandising and promotions

  • Work with Sales to accelerate the development of the various channels
  • Supervise projects implementation on ground with strong involvement at outlet level

and with effective evaluation system

  • Proactively have regular communication with sales team to understand trade, channel

and customer dynamics

  • Allocate ambassador resources (local and global) to support campaign

implementation in the market

4) Market Intelligence & Insights

  • Leverage different resources (agencies, brand companies, sales) to collect market

intelligence and competitive information

  • Participate and deliver sufficient market visits to formulate excellent sense of consumers

and market

  • Frequently and effectively share market intelligence with brand teams, key

agencies/consultants, brand companies and sales

5) Identify and engage consumer communities to generate advocacy

  • Identify relevant communities, strategic targets, crusaders, consumption pool, tribes.
  • Engage with the different targets online through digital tools as well as through offline


  • Set KPIs and measure advocacy building among target groups

6) Consumer A&P Management

  • Monitor and control A&P spend to be in line with the agreed brand plan in
  • cooperation with the finance team
  • Supervise and manage spending effectively through compliance of Standard

Operating Procedures

7) Communication

  • Manage efficient communication to get the best support internally and externally
  • Be a team player to the marketing team and work closely with the commercial team,

as well as other departments in Pernod Ricard

  • Develop a collaborative relationship with the commercial team, wholesalers and key


  • Manage creative/brand/advertising/research companies in delivering quality and

professional services.

  • Build efficient network with opinion leaders (trade, medias, influencers)

8) Team Management

  • Managing, developing and coaching the marketing team to ensure the team

acquires a greater understanding of brand management

Argyll Scott Asia is acting as an Employment Agency in relation to this vacancy.