Job Description Summary:
Senior Marketing Manager, aRTD - Philippines
Reports to: Director, Marketing - aRTD
Location: Manila, Philippines
Focus, Scope, & Impact
Develop and implement marketing plans for Alcoholic Ready-To-Drink beverages (aRTDs), with primary responsibility for the Philippines and additional responsibility for Singapore. The company’s current global portfolio of aRTDs includes Jack Daniel’s & Coca-Cola, Bacardi & Coca-Cola, Absolut & Sprite and local brands such as Lemon-Dou.
Lead the development of the socialising ritual in the Philippines to generate value for customers and drive growth for the system, with additional responsibility for planning and activation in Singapore.
Reporting to the Director, Marketing for aRTD in the ASP region, we are looking for a passionate brand builder and strategic thinker who is results-driven, thrives on building strong relationships, and will be proud to represent our brands. The ideal candidate will bring brand management experience within the alcoholic beverages category in the Philippines.
Key Deliverables
Strategy (10% of time)
Work closely with OU (Operating Unit) Emerging Category Marketing Team and provide market input to ensure multi-country brand programs, innovation projects and the overall brand strategy meet local needs
Develop The Plan (30% of time)
Adapt Global and Regional Brand Plans to optimize for local needs – including consultation and alignment with Regional Category Team and Bottling Partners.
Input into End-2-End consumer & shopper engagement strategy and identify market-specific engagement opportunities
Manage brand activation in market: including POS (Point of Sale) activations & promos and experiential marketing and events (using marketing assets), in coordination with bottlers & external partners
Lead transcreation, localization and real-time amplification of campaigns working directly with agencies partners across ATL & BTL
Partner Bottler To Deliver The Plan (50% of time)
Manage bottler alignment on the category marketing plan: portfolio priorities and category / brand strategies and plans, including objectives, DME (Direct Marketing Expense) investments, success metrics and activity calendars, including Innovation projects and IMX Campaigns, in partnership with the Philippines & Singapore Commercial teams and Franchise Leadership.
Support the System (The Coca-Cola Company & Coca-Cola Europacific Aboitiz Philippines) in Customer & Shopper marketing agenda , maintaining strong relationships with key customers
Personal and Professional Development (10% of time)
Key Stakeholders You’ll Work With
Role will interact frequently with Franchise Leadership teams, Philippines & Singapore Commercial teams , Bottling Partners, external parties (activation agencies, media) and other external partners.
Experience required:
Does this sound like you?
You’re an entrepreneurial marketer who likes to push boundaries and challenge the status quo
You love the challenge of scaling up start-up brands & building new categories
You are thrilled to see brand ideas come to life in market and passionate about making things happen - turning ideas from good to great through brilliant activations
You enjoy collaborating with diverse, multi-cultural marketing and commercial experts across our global network to execute never been done before brand ideas
You have a keen interest in the alcohol sector and in the interests and passions of young adults
Ideal Work & Education Experience
Strong marketing and leadership experience (8-10 years) with recent experience in Spirits, aRTD or Beer Categories
Bachelor’s degree
Direct experience working with global brands and with marketing activation is ideal
Experience working in cross-functional teams and cross-geographical teams
Experience with ‘social first’ and ‘experience led’ marketing campaigns
Broad knowledge of the workings of the alcohol and HORECA (hotel, restaurant, and café channel) sectors
Skills:
Analytical Thinking, Brand…