Description
Job Role Summary
Drive end-to-end marketing strategy and commercial performance for the Singapore portfolio, with a strong emphasis on data-driven decision making, digital transformation, and omnichannel execution. Own the full consumer journey across online & offline touchpoint, translating insights into integrated campaigns, innovation pipelines, and market activation strategies that deliver sustainable brand growth, profitability, and market relevance. Ensure all campaign and initiatives are executed timely, within budget, and aligned with overall brand strategy and company objectives.
Area of Responsibility
Strategic Brand Planning & Portfolio Leadership:
Strategic Planning & Development: Develop integrated brand growth strategies brand across digital, retail, and emerging channels and apply the modern 5P framework to create and sustain market demand in line with business objectives.
Portfolio Growth & Innovation: Build the portfolio strategy and innovation pipeline, leveraging consumer data, trends and predictive insights, that aligned with the business and market needs. Work cross-functionally with Global team, R&D, QA, and SCM to develop the design and development of NPD, product packaging, ensuring they are consumer-centric, commercially viable, and profitable.
Brand Governance: Ensure consistent brand governance across all category touchpoints.
Market Positioning & Competitive Insights: Monitor and analyse competitor activities and market trends to ensure POKKA’s product positioning remains relevant and competitive, identify risks and opportunities, enabling effective and timely brand responses.
Commercial Performance & Business Analysis:
Business growth & P&L: Achieve own Category Sales targets and market share objectives (Nielsen Volume/Value MAT) for the Singapore market.
Consumer Insights & Advanced Analytics: Champion a data-driven culture using Nielsen, retail data and digital analytics. Translate consumer, shopper and market insights to develop integrated marketing plans across pre-store and in-store touchpoints. Identify and lead growth opportunities by converting market, consumer and customer needs, internal sales data, and competitive information into actionable growth levers to drive opportunities for category growth.
Budget & Portfolio Investments: Optimise A&P investment using ROI modelling and attribution tools to ensure all expenditures are effectively planned, tracked, and optimised in alignment with overall marketing objectives.
Reporting & Analysis: Evaluate campaign performance through post-campaign analysis and business reviews, deriving key learnings to inform future strategies. Monitor sales and market share performance (e.g. Nielsen data) to assess the effectiveness of marketing initiatives.
Business Enabler & Stakeholder Engagement:
Campaign leadership: Plan, develop and implement marketing campaigns and promotions including both ATL and BTL across the portfolio, providing strategic oversight to the team while owning key initiatives. Drive product innovations, and commercial projects on time, within budget, and aligned with brand strategy.
Cross-Functional Collaboration: Work on cross-functional collaboration with internal stakeholders (Sales, Global marketing, Trade Marketing, SCM, Finance, and R&D) to ensure smooth planning and execution of brand plans.
Agency Partnership: Establish and lead strong partnerships with external stakeholders (Creative/Media agencies, Media owners, regulatory bodies) to deliver brand campaign solutions.
Education and Experience
Bachelor’s degree with minimum at least 6-8 years of brand management experience. Experience with FMCG Marketing and commercialisation work will be a plus.
Track record in being an effective team player in managing projects, managing both internal & external stakeholders, multi-country/ market cooperation, cross-culture communication, project management & issue resolutions.
Must have strong marketing competencies beyond Traditional Marketing, Digital Marketing knowledge is critical, through to Shopper Marketing – able to lead both Agency Partners in developing Strong Brand Plans from Pre-Store to In-Store.
Aptitude and Skills
Possess analytical capability with proficiency in Microsoft Office and Nielsen data interpretation.
Experience with AI enabled marketing tools is a strong advantage.
Strong commercial acumen, P&L ownership mindset and dependability.
Able to thrive in fast-paced, data rich environments.
Effective multitasker with ability to manage complex projects with a flair for creative thinking.
Strong interpersonal and communication/coordination capability.
A highly motivated team player to with ability to mentor the team.
Ability to perform under pressure.