Assistant Brand Manager - Still Beverages - The Coca-Cola Company - Hong Kong

Job description
Job Objective:

As the brand owner for the assigned Still beverages and assist line manager to consistently build the brand and grow the Company’s Still business.

Develop and Build the Brand:

Thoroughly understand the brand and implement brand-building programs tailored to target consumers.
Identify relevant market and consumer insights on the category and turns those insights into opportunities to satisfy the need of consumers.
Identify and prioritize market place opportunities that deliver transformational volume and value for company.
Identify, quantify and prioritize growth opportunities for the brand in order to deliver financial objectives for sustainable system growth.
To create product, pack, and equipment solutions to delivery brand strategy.
Develop marketing programs which is able to build and expand the reach and relevance on the brand.
Foster consumer interactions that constantly reinforce the business objectives.

Drive the Business:
Deliver the brands’ volume and market share objectives and ultimately grow the Still business and profit

Key Result Areas:

Marketing Planning

Assist line manager in developing and executing sound brand strategies
Daily volume tracking and recommend cross-corrective actions when necessary
Support line manager in developing the overall strategic brand plan which is effective in delivering the market share, volume and profit objectives, and building the brand equity measured via consumer tracking.
Identify the growth opportunities based on market environment and consumer insights.
Employ consumer insights and global learning in the development of Integrated Marketing Communication strategy that link to the brand’s position and objectives
Monitor competitors’ activities and defend against competitive initiatives
Work with in-house and external research teams to continuously deepen the understanding of consumer needs
Explore in depth the consumers’ perception towards the brand personality and brand imagery for the Brand and the competitors
Validate the execution issues, product concept and brand positioning
Cascade the consumer learning to the Advertising Agency, Bottler and within the System
Build sound relationship and alignment with SCCHK to ensure effective formulation and execution of brand strategies

New Product, Packaging Development & Supply Chain Management

Monitor consumer trends and beverage trend to identify new opportunities in HK
Push for new ideas and innovations to develop new products/ flavors and package
Support line manager in launching of new products / flavors / packages by working in close collaboration with multi-functional team from Technical / SRA / Legal / PAC / Research and Finance Departments
Assist line manager in monitoring the commercialization process by interacting with Technical and Logistic to ensure sourcing and prompt arrival of ingredients, BB base, mixing instruction and packaging materials for new product launches

Integrated Marketing Communication Strategy

Push for new creative / innovative ideas to build the Brand
Lead Advertising and media Agency to think strategically and focus on developing innovative and effective IMC strategy that links to the brand proposition and fully capitalizes on the knowledge of consumer insights
Lead Advertising Agency to develop effective advertising based on the IMC strategy. Ensure production of high-quality advertising which truly executes the copy strategy.
Work closely with Media Agency to develop effective media plans based on the IMC strategy and drive innovative media ideas
Work with the Advertising Agency to develop relevant promotional / event ideas based on IMC strategy
Lead the Advertising Agency, Promotion Agency and counterparts in Bottler from concept development to execution and to ensure total integration of marketing plans.

Operational Programs

Work closely with Bottler to drive for a fully integrated marketing programs across BTL channel activities and ATL advertising
Assist in development of individual channel / customer program.
Supervision of execution details

DME Control

Effective allocation of DME
Budget Management and marketing expenses control

Core Competency:

Accelerates Growth

Drives Innovative Business Improvements (Limited)
Balances Immediate and Long-Term Priorities (Limited)

Drives Execution

Delivers Results (Proficient)
Imports and Exports Good Ideas (Proficient)

Unleashes Potential

Develops and Inspires Others (Limited)
Lives the Values (Proficient)

Functional Skills:

Understanding consumers and develop insights (Proficient)
Understanding of how to define brand positioning and architecture and build brands & brand equity (Proficient)
Brand and business health analysis (Proficient)
Creating consumer marketing objectives, strategies & plans (Proficient)
Create locally relevant brand communications (Proficient)
Seeking innovative platforms/plans to connect w/ consumers (Proficient)
Financial analysis (Proficient)
Revenue management / OBPPC (understand channel, pack, price dynamics, etc.) (Competent)
Portfolio management (Proficient)
New product development and innovation competencies (Proficient)
New packaging development and innovation competencies (Proficient)
Media management (Proficient)
Understands how to utilize marketing assets and strategic alliances to create stronger connections w/ consumers (Proficient)
Create profitable volume driving promotions (Proficient)
Understand how to leverage & best manage agencies (briefs, leading, evaluations, etc.) (Proficient)

Independent Judgment:

Typically receives assignments in the form of results expected, due dates & general procedures. Work also consists of a variety of tasks / responsibilities where specific procedures do not exist.

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