MAPS Foods Marketing Lead

Overview

• To lead and own end-to-end MAPS (Malaysia, Singapore, Pacific Islands) Snacks and Quaker (and adjacent portfolios) strategy development, acting as its chief growth officer, applying a consumer-centric, insights-driven approach as you work with local teams across the MU.
• To ensure snacks and Quaker acceleration, harmonizing both MU and local strategies, translating them into clear, actionable plans to support the achievement of volume, NR, and share growth ambitions.
• To lead and develop Snacks and Quaker Marketing team members across PhilMAPS markets, building a strong marketing talent pipeline to ensure continued business success.

Responsibilities MAPS Foods Brand-Building/Marketing Strategy Development: Work with PhilMAPS Foods Marketing Head, MAPS Commercial Head, and local Snacks/Quaker marketing teams to create both short and long term brand and business goals. Develop and execute in-year action plans to win in the Snacks & Oats categories. Own Snacks & Oats learning agenda, laying out key business questions to guide insights team in securing data needed for the business to build consumer-centricity while at the same time allowing PEP to capitalize on key market opportunities. MAPS Foods Marketing Team Capability Development: Ensure clear learning plan set for all MAPS Foods marketing team members, with appropriate support and key milestones, to improve marketing capability and upskill overall team while driving consumer-centricity. Act as a role model, open and eager to learn new skills and try out new ways-of-working, especially with the ever-evolving marketing and overall business landscape. MAPS Foods Innovation Roadmap: Develop brand expansion roadmap for PEP Snacks and Oats including relevant innovations- product & packaging to drive profitable growth. Quickly test alternative options to identify which innovations work best for local markets. MAPS Foods Market Share and Brand Health Analysis: Analyze Volume, Value shares and Brand Equity Scores (where available) to understand market & consumer trends and inform decision making. Develop holistic action plans (4P’s) to grow consumption, gain share, and improve brand health. MAPS Foods Commercial Planning: Lead MAPS Foods Annual Operating Plan (AOP) and Joint Business Plans (JBP), aligning with internal teams to ensure seamless continuity from planning to execution. Support MAPS Commercial Lead and guide local Foods marketing teams to pinpoint new commercial opportunities to drive additional business. Coordinate with Regional Commercial Team, Hub Team, and/or Export Managers (of source country) to identify possible products to be imported. MAPS Foods Marketing Campaign Development and Execution: Lead the development of communications and content around key brands to influence consumer behavior. Lead advertising development, from identification of consumer insight to testing of final assets and deployment. This includes working across MAPS to find efficiencies in spend and project management, as well as localizing any global/regional content which is available and meets brand’s strategic imperative. MAPS Foods New Product Innovations and Limited-Time-Only Launches: Coordinate with the Hub and local teams to identify new products to be launched locally, leading commercialization, working with cross-functional stakeholders to seek both approval and execute on-time and in-full launch. MAPS Foods A&M Budget and EMFAR Management: Lead Snacks & oats A&M Management for MAPS, developing spend calendar for Malaysia, Singapore, and Pacific Islands and supporting local Snacks & oats marketing teams to create their respective country calendars, ensuring alignment with AOP and JBP. Execute Monthly EMFAR Tracking to check total spending progress vs plan and budget. Develop and manage Media Plan and work with agencies to deliver highest efficiency based on Marketing Objective. MAPS Foods Promotional Calendar: Work with MY/SGPac Marketing Marketing Managers and to develop a consumer promotion calendar, driving profit accretive, incremental growth for PEP. Leverage our scale to drive time and spend efficiency across markets while at the same time ensuring on-time and in-full execution. Monthly Business Review: Lead MAPS Foods Monthly Business Review with Commercial Lead, Marketing Managers, and Sales teams, to collect and analyze relevant data (ie offtake, distribution, support plans, etc) to continuously strengthen country plans and ensure AOP achievement. Lead MAPS Foods Monthly Business Review, assessing per market and total MAPS Foods performance, including clear articulation of priorities to be focused on to drive the business, and appropriate action plans moving forward. Ensure objectives are communicated using S.M.A.R.T (Specific, measurable, achievable, relevant, and time-bound) principles to properly align with both local teams and senior leadership, allowing the team to move in one direction. Qualifications

• University degree, Marketing/Business degree is a preference
• At least 8 years work experience (strong marketing management background) in an FMCG environment with at least 3 year experience at a Senior Product Manager level
• Knowledge of Marketing Fundamentals is a must (Brand Communications, Brand Strategy, Innovations, Media Planning, Insights Mining, and etc.)
• Analytical Skills - Can work comfortably with numbers and developing assumptions based on findings and ability to work with ambiguity
• Project Management - Can develop and manage overall project plans (identifying & monitoring resources: budget and people) ensuring seamless implementation
• Communication Skills - Can present data/insights in clear, concise and impactful way (crafting of presentation decks and articulating research findings); Attains alignment from key stakeholders
• Capability Building- Can develop skills or coach performance of partner distributors

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