Portfolio & brand growth strategy and implementation – devise, align and implement a clear portfolio and brand growth strategy based on consumer understanding and needs, market dynamics, profit pools, ‘white space’ opportunities, competition and system capabilities. Impact on country OBPPC and innovations in pack and product
Communication and connections strategy and implementation – based on portfolio and brand growth strategy, create communication and connection strategy and implement them with the most effective and optimal mix and connection plans. Track and review the effectiveness and efficiencies and productivity and ensure we continue to build Brand Edge and quality leadership in Nepal and Bhutan.
Agency management and capability building – Appoint and manage creative agency, digital agency, event agencies, research agencies, shopper agencies, audit firms (tracking media and activation spends). Continue to invest in building agency partner capabilities and create an ecosystem that can drive the right consumer engagement and loyalty.
Internal and external stakeholder engagement – Regular interaction and co creation of execution of brand plans with Bottling Partners – with a clear understanding of each Bottler’s strengths and team capabilities. Constsant interaction with the SWA corporate team, PACS team, BU Brand Team and other internal stakeholder alignment for smooth planning and execution. Interaction with media channels, colleges, youth forums and key customer partners to drive stronger partnerships and engagements.
Team management and capability building – leverage the network organization to build local capability within the organization and our agency partners.
COMMUNICATION COMPLEXITIES:
Frontline Marketing is a Category lead + Connections lead + Contant Excellence lead + Agency Management lead wrapped into one – which means not only is he responsible for brand campaign launches but also managing multiple stakeholders that are normally managed by specialists. Hence, from signing annual agency agreements to managing their KPIs, to negotiating the retainer fees and the bonus fee to building capability to help them deliver on the business and brand objectives.
- Frontline Marketing has to constantly align with the Bottler to understand his priorities, overlay that with the brand and BU priorities and then plan to drive an aligned marketing calendar that is consumer contric, aligned with both BU and Bottler priorities.
ANALYSIS:
- The biggest challenge is that at a country level (in Nepal and Bhutan), the marketing and media community needs a huge investment in building capability and finding the right talent in content (especially digital) and connections (on air and on ground) to drive quality execution at the point of consumer engagement. The same investment of time and effort is required for even the research agencies.
- Multi layer coordination and alignment with Bottler, Country team, SWA team, BU team and Global team for all key campaigns.
Education Requirements:
MBA in Marketing
Related Work Experience:
7-10 yrs exp in Sales & Marketing