The Marketing Director of the Singapore Domestic Market holds a dual role of Head of the marketing function for the Singapore Domestic Market and of Marketing Lead for the APAC region.
In his/her capacity of Head of Marketing of the Singapore Domestic Market, he/she reports to the Country Manager of the Singapore Cluster. He/she is responsible for growth impact, brand building and consumer centricity, measuring performance based on four major KPIs: market share gain, value leadership (volume, price, mix), brand equity (awareness, consideration, advocacy), asset/activation effectiveness and Point of Sales execution excellence.
His / her role is to champion local Consumer & Demand, focusing on formulating and optimizing the value of the portfolio strategy. He/she drives integrated consumer-centric brand planning and activations from awareness to shelf and e-shelf (covering 15-20 brands). He/she ensures execution excellence at every relevant touchpoint both ATL and BTL. He / she is the owner of resource allocation and accountable for brand P&L.
He/she is responsible for providing strong and inspiring leadership that contributes to the overall success of Pernod Ricard Singapore’s vision and ambition. Part of the management team of the Singapore Cluster, he / she will play a pivotal role in shaping the organization's growth strategy and culture. Strong knowledge or interest for the industry, leadership acumen, strategic vision and ability to stay grounded and close to the market (field and consumers) will be essential for succeeding in this role.
In his/her capacity of Marketing Lead for the APAC region, he/she reports to the CEO APAC and is responsible for providing coordination of marketing strategies with relevant internal stakeholders across APAC markets and global teams (brand companies, HQ) and for animating a community of marketing talents across APAC. He/she will be part of the APAC Executive Leadership Team and part of the Group’s global marketing leaders community.
Growth Strategic Planning & Portfolio Strategy:
- Formulate and implement comprehensive marketing and portfolio strategies that align with the organization's overall objectives and growth targets.
- Drive strategic proposals to build sustainable business growth through Growth Equation model, quarterly brand planning and S&OP meetings.
- Stay close to the market (through market and consumer data analysis and field visits) to anticipate market trends, identify opportunities, and make data-driven action plans.
- Actively lead discussions on category sizing, consumer opportunities, competitive white space, and financial projections to build and sustain a portfolio strategy adapted to changing market and consumer trends.
Portfolio and Brand Management: with support of the Brand Manager & his/her team
- Translate portfolio strategy into impactful brand plans covering all consumer touchpoints, and define clear business and operational objectives for developing brand equity for the key brands identified.
- Oversee the usage and/or development of marketing collateral and creative assets to ensure consistency, quality and avoid duplication vs existing assets from global teams or other markets
- Initiate data-driven recommendations on product assortment, including new product launch, local development, delisting; and engage actively with relevant internal stakeholders for informed decisions.
- Direct the planning, execution, and optimization of marketing campaigns across various channels and all types of media.
- Create long-term brand plans, PR, events, and sponsorships, defining the most relevant passion-points and targeting the right communities by brand.
- Launch, implement and ensure team’s full adoption of Marketing Mix Modeling tools from Global to ensure marketing spent effectiveness.
Trade Marketing Management: with support of the Trade Marketing Manager & his/her team
- In strong collaboration with the Head of Sales, translate portfolio strategy into impactful brand visibility and consumer activations plans, and define clear business and operational objectives for developing PVA of the brands by channel.
- Build visibility and activation programs curated for top selected retail outlets.
- Manage tools driving consumer engagement and conversion to sales across all L3F consumer touchpoints: sourcing of POSM (Points Of Sales Materials), management of branded visibility and merchandising units, management of promoters and of digital engagement tools
- Design consumer BTL activations at specific moments of consumption adapted to each relevant channel.
- Develop tracking reports to monitor and optimize Sales & distribution, visibility and activation achievements in points of sales.
- Manage staff purchase platform: ensure assortment available to staff is refreshed and in tune with the company’s and portfolio strategy, develop staff engagement plan in collaboration with HR and communication teams, with the aim to create stronger affinity with our brands and products and positive engagement among all our staff Develop and ensure correct implementation of the relevant digital initiatives & tools from the Group
Prestige Marketing Management: with support of the Prestige Marketing Manager and his/her team
- In strong collaboration with the Head of Sales, translate portfolio strategy into impactful brand visibility and consumer activations plans, and define clear business and operational objectives for developing distribution, visibility and activation of the prestige brands in relevant channels and selected accounts.
- Build visibility and activation programs curated for top selected outlets.
- Manage tools driving consumer engagement and conversion to sales across all HNW consumer touchpoints.
- Develop tracking reports to monitor and optimize Sales & distribution, visibility and activation achievements in points of sales.
- In strong collaboration with the Senior Sales Manager Private Clients, design a refreshed growth strategy for the Private Clients channel to boost prestige equity and Ultra-Prestige sales of our prestige brands: actions include but are not limited to elevating HNWI recruitment and clienteling practices, improving brand education and story sharing in all engagements with HNWI, develop partnership opportunities and strategic alliances to enhance the prestige offerings and experiences, create and execute prestige-focused marketing campaigns, create a prestige-focused mindset across the organisation.
Performance Marketing:
- Roll-out and ensure on-going adoption of relevant Global digital programs adapted to the needs of the market and ensuring efficient use of resources (money and people).
- When relevant and efficient, utilize advanced data analytics tools and metrics to measure the effectiveness of marketing campaigns.
- Generate strategic data dashboards for senior management, providing insights and recommendations for improvements.
- Monitor and track consumer activation and direct client interactions, sales performance, and client feedback.
A&P (Advertising & Promotion) Allocation Strategy:
- Manage the marketing budget effectively and in a dynamic manner, in alignment with overall group guidelines and ways of working, allocating resources to maximize ROI, achieve marketing goals, finding the right balance between short and long-term needs.
- Monitor expenses, track performance against budget, and adjust strategies as needed.
- Provide overall A&P clarity (including A&P managed by sales teams) enabling informed decision on comprehensive investment behind the portfolio and the brands.
Market & Consumer Data Analysis: in collaboration with relevant internal teams
- Develop and implement a structured consumer/market intelligence process and cascade actionable findings regularly with key stakeholders.
- Generate reports and provide insights to the organization, to understand customer behavior, competition, and industry trends.
- Utilize market insights to inform marketing strategies and new category/product launch. translate into action plans to drive brand performance.
- In strong collaboration with the Head of Sales and the Snr Mgr Private Clients and their teams, present market/consumer insights analyses supporting continuation or adaptation of established strategies and plans
Team Management and cross-functional collaboration:
- Lead and manage a team of 11 marketers, providing guidance, setting clear goals, managing information flow effectively.
- Foster agility and adaptability in a fast-changing market environment.
- Champion collaboration with other departments in the Singapore Cluster (especially sales, finance, operations teams) but also beyond (especially APAC teams, global teams, other SEA/APAC marketing teams)
- Develop a high-performance, caring, inclusive and collaborative culture.
Change Management:
- Actively embed and drive changes as and when relevant
- Deploy and implement common tools, frameworks, and processes aligned with ways of working from the company and/or the Group
Multi-market Project Lead:
- As and when relevant, lead the implementation of pilot transformation projects in Singapore Domestic Market
- Actively drive sharing of Singapore best practice with other SEA markets and coordination between relevant SEA markets and relevant global teams.
APAC Marketing Lead:
- With guidance from the CEO APAC, actively engage with all marketing directors of SEA in priority and APAC to find common marketing topics and drive synergies and efficiencies in engagement with internal stakeholders, primarily brand companies
- Create an engaged community of marketing talents through monthly calls, sharing of best practices & HQ guidelines and tools, and active engagement of Marketing Directors & Heads across the APAC region.
- Co-lead on Marketing Workstream, continue to drive efficient new Marketing organization blueprints and principles. Defining R&R and WOW for APAC ME, align and implement with HQ, ME and MCOs to ensure effective engagements and RACI.
- Global MLT engagement: Support proper roll out of Global strategies in market, actively involve in MLT community to gain learnings & resources across MEs, contribute to HQ-led marketing initiatives and implement in APAC ME.
- Participation in monthly MLT meetings and workstreams. HQ/BCO/MCO coordination: Marketing functional animation across APAC markets and provide ad hoc expert resources. Shape the most important marketing topics for the ME, synergize tools / enablers / common needs among MCOs.
- APAC ME expertise: Gain APAC MCOs business understanding and marketing priorities to enable meaningful dialogue with Global functions and BCOs.
- Participation in QBRs, APAC ELT and APAC Functional meetings.
- Work closely with Business Development and Transformation team on research and insight
