| DESCRIPTION & REQUIREMENTS: |
Position Overview:
Accelerate Minute Maid Dairy VAD growth with successful innovation and effective marketing.
The position will be responsible to lead the Minute Maid Dairy VAD business for China Mainland Market with capability covering both brand building and business development. Focus on accelerating VAD innovation to capitalize in nutrition need state from a combination of understanding wide ranged dairy category/product knowledge; capturing innovation trend and distilling in depth consumer understanding.
This position need to work closely with KO cross function teams (K&I, Finance, R&D, Commercialization, etc) to establish strong business case for innovation. Also he/she need to have good partnership with Creative Excellence and Integrated Marketing Communication team to develop effective marketing campaign, building incidence through new launch ; also cooperating on other marketing activities. All business/marketing initiatives need to be well communicated throughout the whole system with bottler key stakeholders.
Key Result Areas
Minute Maid Dairy (15%)
Support Minute Maid dairy brand SBP and EBP with contribution as
- Conduct fact based and comprehensive business analysis covering dairy category/segment dynamic, cluster/market performance and competitors’ intelligence.
- Provide insight on product innovation and business profit improvement initiatives based on experience and knowledge collected from internal or external resource.
- Recommend initiatives/projects priority for short term and long term respectively.
Performance Management (15%)
- Utilize Scorecard system to continuously measure (monthly process) and monitor respective brands’ volume performance and performance across key brand equity and operational measures.
- Utilize Brand Rolling Estimate system to measure volume by brand and for the portfolio, collect understanding on variances versus budget and identify risks and opportunities and identify the appropriate corrective actions to be taken to minimize risk.
Product, Package Development & Supply Chain (20%)
- Execute new product development process to identify opportunities to build a strong portfolio via use of the BAM stage-gate process.
- Collect information about market trend including latest industry product knowledge.
- Identify and develop relevant new product or package propositions to be executed in the marketplace.
- Set up preliminary business case, full launch plan with region/bottler alignment.
- Execute product formulation and package development work through R&D and technical functions.
- Work with Consumer Insights team to refine and optimize product formulations, packaging and positioning and communications developmental work.
- When necessary, develop and execute optimal business system models including the development and execution of successful toll-packing, selling and distribution, joint venture and or royalty models with 3rd parties.
- Analyze and develop operational strategies including understanding basic production and packaging processes and costing parameters. Manage the co-ordination and execution of operational activities including the development of operational timelines and capital plans related to supply chain management, equipment installation, production, capex investments.
- Work with relevant functions on commercial related financial activities including value chain development, retail pricing and margin analysis, detailed product and business system costing, new equipment capital estimates and IRR, payback and NPV analysis.
Communication Strategy Development (10%)
- Work with MC team to develop effective advertising which truly leverage on superior consumer insights.
- Partner with Town/Village team to co-develop tailored made effective T/V communication.
Media (5%)
- Work closely with in-house media team and Agency to develop effective media plan for each respective brand.
- Drive innovative media ideas.
Promotions (5%)
- Drive creative promotion ideas for each respective brand
- Lead IMC team and counterparts in Bottler to ensure excellent execution of promotion work with channel marketing team, key account team and Public Affairs to ensure a fully integrated promotion across all channels and Public Affairs activities
- Supervision of executional details
Channel Marketing (5%)
- Work with Commercial Team, Franchise Team and Bottling Partners to drive for a fully integrated marketing programs across BTL channel activities and ATL advertising
- Approve tactical customer promotions in line with promotion strategy
Bottler Interaction (10%)
- Work with bottler to analyze, develop and execute sales and distribution plans including developing business strategy, channel specific packaging strategies, merchandising standards, pricing strategies and distribution targets
- Act as co-ordination point between different functions of bottler to cascade brand activities information and ensure alignment
- Supervision of executional details
DME Control (5%)
- Manage DME based on allocation
Job Requirements / Qualifications
Core Competency (Leader of Self):
Accelerates Growth
- Drives Innovative Business Improvements (Excel)
- Balances Immediate and Long-Term Priorities (Excel)
Drives Execution
- Delivers Results (Excel)
- Imports and Exports Good Ideas (Excel)
Unleashes Potential
- Develops and Inspires Others (Excel)
- Lives the Values (Excel)
Functional Skills:
Builds Brand Value
- Understands the external environment (competitive and market) and identifies new sources of opportunity
- Interrogates data to identify core business levers
- Balances facts with intuition to distill complex opportunities into compelling business cases
- Understands the operational fundamentals of our Bottling System
- Leverages analytical rigor to prioritize and allocate resources effectively
- Measures financial and equity impact of investments and institutionalizes learnings
- Deploys discipline and process to improve impact and speed to market
Builds Brand Love
- Seeks understanding of fundamental human needs and behaviours
- Pursues innovation and change with a mindset of continuous improvement
- Balances intuition and fact to distill complex thought into compelling ideas
- Demonstrates judgment to define a compelling core creative idea
- Crafts a vision for what the brand / category / market could be
- Persuades and inspires others (consumers, agency, system, suppliers, rights holders, etc)to create belief
- Anticipates future trends to engage and delight consumers
Independent Judgment:
Typically receives assignments in the form of projects and results expected but has freedom to decide on priorities and how to accomplish assignments.
Knowledge & Experience:
5 years above marketing experience in multinational FMCG companies
Education & Professional Qualification:
Bachelor degree or above, preferably in Marketing or related field
Language Requirements:
Excellent written and oral English & Chinese skills
Travel Requirements:
Travel up to 15% of work time under normal conditions
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