Marketing Manager

Position Summary

The Marketing Manager (Adult Diaper) is responsible for leading and driving category growth to support the company’s business and brands’ objectives. The incumbent manages Brand Marketing, driving the development of marketing and brand strategies for assigned category/categories in Singapore, while working closely with regional and local commercial and cross-functional teams to ensure strategic and timely inputs are provided to meet business objectives. Additionally, they partner with the eCommerce team to drive growth in market shares and increase consumer acquisition.

Working location: JEM Office Tower, Singapore

You will play an essential role to:

Manage and ensure a smooth running of the Brand Marketing operations within the assigned category/categories.

1) Brand Management

• Establish brand objectives and brand strategy in support of company’s business and overall brand objectives.
• Lead the development and execution of marketing, promotions and business plans, briefs, and budgets with respective direct report/s.
• Digital marketing strategy inclusive of campaign planning and management, and promote the brand on various social media and eCommerce channels.
• Collaborate and align with Sales to provide regular channel insights, shoppers' trends, promotion effectiveness, to deep dive and drive better tactic execution across all channels, using the right insight to guide the refinement of brand strategies.
• Drive all integrated category plans within department functions. (Annual marketing plan, 360 plan inclusive of communication strategies and plan, media, sampling, channel and shopper marketing, KOL marketing, consumer relationship management – recruitment, retention and loyalty, digital touchpoints including but not limited to the internet, brand website, social networks, mobile, email)
• Measurement and reporting of performance for all marketing activities, digital and eCommerce campaigns, against goals (ROI and KPIs).
• Ensure the team’s adherence to the brand’s platform and expression guidelines as well as work with stakeholders to drive revision of the brand platform whenever the need arises.
• Responsible for leading and providing an overview of category and business performance during Monthly Commercial Meetings, Quarterly Business Reviews, and Annual Business Planning.
• Provide conclusion of findings and course of action during the quarterly Brand Health and Consumer Panels reviews.
• On a monthly report of the Brand Health and Consumer Panel, proactively make recommendations or follow-up actions.

2) Consumer, Competitor and Market Analysis

• Lead in analyzing and drawing insights from available data on category trends, encompassing market, consumer, product and competitors, and recommend changes to marketing strategies.
• Drive profound consumer understanding to develop concepts that can better address consumers’ needs and attitudes in our products, services, or communications.
• Drive competitors’ analysis with the team quarterly or on a need basis for any change in plans or pre-emptive actions.

3) Partnership with Agencies

• Responsible for efficient relationships with all agencies and partners i.e. creative, media, promotion, PR, event, agencies contracts, agencies remuneration packages, and KPIs.
• Support and manage the agency pitch process with the appointed agency (where relevant) and key stakeholders.
• Conduct bi-annual ACE evaluations with agencies to finetune relationships and achievement of key targets / KPIs.
• Work closely with KOLs, associations, and community agencies/societies for brand building and education advancement.

4) Budget

• Manage and maximize total category budgets, continuously aiming for improved efficiencies and cost savings while maintaining budget effectiveness to achieve objectives and plans.

5) Management and Leadership

• Provide leadership on brands’ guidance and direction.
• Build a high-performance and creative culture through effective performance management, communication, and coaching of staff and across all stakeholders.
• Manage assigned projects, prioritize work, and balance strategic and tactical issues.
• Provide clear leadership that establishes high personal ethics, walk in line with one and demonstrate leadership values consistent with Vinda Values, establish high credibility with key stakeholders, and promote and foster a team’s culture consistent with the company’s values.
• Drive collaboration of the team with all other cross-functional departments which has an impact on the marketing strategies or execution of plans.
• Ensure development of existing marketing team and oversee recruitment of appropriate skilled staff for new positions as and when required.
• Establish appropriate KPIs for the marketing team in line with the company’s business and brand objectives.
• Develop and manage improvement initiatives including the way of working / processes within the category.
• Support and drive any cross-categories continuous improvement key initiatives assigned by the line manager.

To be successful in this role, you will need to have:

• Degree in Business, Marketing, or relevant discipline from a notable university.
• At least 10 years of working experience with a multi-national company within the FMCG industry with a strong marketing background.
• At least 5 years in a leadership / middle management position.
• Experienced in the healthcare / medical industry is an added advantage.
• Excellent communicator and collaborator.
• Exposure to leading partnerships with external agencies.
• Strong knowledge and understanding of the local media environment.
• Well-versed in Brand, digital, channel, and shopper marketing.
• Essential to possess experience & knowledge in E-commerce platforms i.e. Shopee, Lazada
• Highly analytical with the ability to guide the department in going through complex data and coming out with consumer, category, and channel insights.
• Able to engage in productive discussion despite encountering strong opposing views then influence opinion and overcome adversity professionally.
• Strong business management, effective teamwork, strong initiative follow-through, good communication and listening skills and command of selling processes.
• Experience with Execution Focus – very hands-on to develop, motivate and enhance the skills and in leading a team of managers and executives. Has the ability to remove obstacles from the team.