Consumer Marketing Manager

Job Description

This role is responsible for building and driving the holistic consumer marketing strategy and supporting programs for the brand in line with Global and Regional guidelines. Broadly, this includes all marketing and launch programs, media performance and investment priorities as well as consumer recruitment and retention activations to drive, desirability, purchase intent and ultimately retail sales across all relevant channels and consumer segments.
• Responsible for the development of the brand's Hero Product Strategy, category and sub-category goal setting and delivery
• Lead the marketing strategy for the brand by providing marketing direction to support retail, 360 execution, promotions and events planning
• Ensure the consumer is at the heart of every initiative and owning the omni-channel consumer marketing calendar for all touch points
• Drive the operationalization of brand marketing strategy and responsible for planning and tracking the brand’s A&P budget
• Work with regional and corporate teams to translate consumer insights into actionable strategy and programs to target key consumer segments
• Determine the marketing investment priorities
• Oversee and direct the Consumer Engagement Manager to formulate media strategy of the brand's across all consumer facing programs
• Oversee the brand’s paid media strategy and play an active role with agencies
• Work closely with Online through Unity planning and develop a strong CRM calendar while ensuring the Corporate CRM Manager executes brand CRM programs to achieve consumer KPIs.
• Develop briefing documents for advertising agency and negotiating with advertising agency, media agency and production house on product launches and marketing programs
• Oversee and direct the Retail Marketing Manager to formulate “Where-to-Play, How-to-Play” strategy to drive omni channel activations and new technologies roll-out
• Work closely with Product and Retail Marketing to ensure all plans complement one another
• Work in unity with Commercial and Online departments to ensure execution excellence and maximum ROI across all channels
• In collaboration with the Brand General Manager define and manage the relevant budget lines in P&L

The above statements reflect the general details considered necessary to describe the principle functions of the job identified and shall not be considered as a detailed description of all the work required inherent in the job.

• Bachelor's degree; tertiary or equivalent
• Minimum of 6 years of experience in C RM, online or digital media consultancy/project management
• Ideal candidate will combine operational expertise in social/digital marketing, consumer insights and CRM/loyalty program execution
• Experience from beauty industry or e-commerce will be an added advantage
• In-depth knowledge of search engine optimization, including basic keyword search
• This is an operational and entrepreneurial role, which requires someone with a hands-on approach to business and strong perseverance, as well uphold the highest standards of luxury
• Experience handling marketing budgets and forecasting/reporting results
• Proactive and positive approach to work and tasks
• Confidential, tact and discrete when dealing with people