You will be a key partner to your Managing Director in order to shape the future and growth for the Beam Suntory brands in South East Asia.
You will own, drive and project handle the creation of brand strategy and brand plans based on consumer, customer and shopper insights, build brand equity and manage marketing team across the region.
DUTIES & RESPONSIBILITIES:
- Build, drive and project handle the creation of long-term portfolio strategy for BSI brands, brand strategy and brand plans based on consumer, customer, and shopper insight
- Leads the marketing agenda in SEA markets, via the adaptation and execution of global brand strategies and the definition of more local brand strategies, ensuring full alignment with Global Team
- Actively contributes to the development of Beam Suntory SEA Brand/Market Priorities and strategic plan, annual budget and revised budgeting cycles by bringing his/her marketing perspective
- Leads the development of integrated annual brand plans, in close cooperation with SEA Managing Director and with global marketing organization, balancing brand equity development and commercial results, staying in close contact with SEA Commercial and Country managers for execution follow through.
- Owns the agreed marketing budget and controls the on-going spending in line with the agreed budget
- Reports monthly key achievements or issues against the set KPI.
- Input to brands (volume, mix, pricing, BI investment, etc) in relation to South East Asia markets, ensuring assumptions are validated locally and based on aligned principles globally/regionally
- Lead (as required) on key strategic projects relevant to South East Asia – for example, reviews of our current range performance in Asia markets, pricing strategy, allocation strategy, etc.
- Ensure regular performance analysis for the mix of brands and markets to identify key issues/opportunities. Assess the ‘what and why’ and make recommendations on actions
- Work with insights team to develop consumer centric understanding of the South East Asia markets, ensuring this is understood and embedded into the thinking with both the Global Brand House and the local market teams
- Owns the agreed marketing budget and controls the on-going spending in line with the agreed budget
- Ensures continuous monitoring of the competitive landscape and the evolution of new trends
- Continuously promotes and supports capabilities development within the marketing organization
- Lead the charge in transforming our marketing efforts into a cutting-edge, digital-first approach.
- Harness the latest digital technologies, trends, and platforms to drive brand awareness and consumer engagement.
Digital Strategy Development:
- Develop and execute digital marketing strategies that align with business objectives.
- Stay at the forefront of digital marketing trends, identifying opportunities for innovation and growth.
- Identify best practices, using them to improve our programs/assets and/or inspire local markets
- Build marketing capabilities of the team as well as developing bench strength to fuel Beam Suntory with ready talent.
KEY RELATIONSHIPS:
· Regional Leadership team
· Relevant global brand house team members
· South East Asia Marketing Team
· S&OP Team
· Country and commercial managers
· Compliance and Legal teams
· Innovation
· Global insights
· Prestige Team
· Digital teams
· Finance
· External Agencies: Creative, design, PR
· External Network (Industry Networking, Relevant On/Off Trade Customers)
EXPERIENCE & QUALIFICATIONS:
· University educated (Degree in /Marketing preferred)
· 15+ years marketing experience
· Proven experience in managing multi-dimensional projects with multiple inputs and outputs
· Experience working in multiple countries under South East Asian markets giving an understanding of market/consumer dynamics and behaviours
· Track record of cross-functional team leadership and generating motivation/enthusiasm for break-through marketing
· Alcohol beverage industry experience is a strong plus.
Additional qualifications desired:
· Regional experience (Singapore + other SEA countries)
· Strong business acumen and analytical
· Travel may be required – up to 40% of time
· Prior experience in Luxury/Premium product environment
· Prior experience in eCommerce
ROLE SPECIFIC COMPETENCIES:
• Excellent leadership skills, combined with the ability to drive and deliver change management programs across multiple work streams, within the boundaries of defined strategies and cross functional processes
• Robust technical skills across the main marketing specialties, with outstanding execution skills and the ability to lead new product development / launch
• Strong communication, influencing and networking skills coupled with advanced relationship management and customer facing ability
• Strong conceptual thinking ability with ability to communicate complex issues and information to all levels of the organization across multiple countries and cultures
• Good analytical skills – can use data and identify the implications
• Comfortable travelling where required
