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Senior Category Marketing Manager

LOCATION: 

Guangzhou, 44, CN

JOB CATEGORY:  Marketing
REQUISITION NUMBER:  144061

A mutually rewarding experience.

Work. Realize your ambitions. And realize there’s more to being in business than just making a profit. That’s the Mars philosophy. And the opportunity we offer every one of our Associates. An opportunity to take what you do and make it mean more for you, for those around you and for the planet.  What you get here is challenging, interesting work. You get the tools you need to do a great job and you get to have the best possible people on your side to help you do it. And at the same time as getting to find ways to do business better today than we did it yesterday and driving a great career, you also get to build a more enlightened business and drive sustainability.

Because it’s never just about a single person, a single project or a single brand. It’s about how you can grab everything that’s within your reach here and use it to pursue mutual, long-term gain. It’s about having ideas. And ideals. Being prepared to risk failure because the promise of success means we’ll all be a little better off. It’s that mix of integrity and ambition that makes Mars such a special place to work. And why working here is always about more than just a job.

Mars has net sales of more than $33 billion, operates six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 75,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.

Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, BANFIELD® Pet Hospital, CESAR®, SHEBA®, DREAMIES® and NUTRO®; Chocolate – M&M’S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® AND LIFESAVERS® mints. Food – UNCLE BEN’S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA® and WISDOM PANEL®.

 

Purpose of the Role

A brand custodian for the larger brands in the portfolio with responsibility and accountability for recommending and executing the brand strategy and marketing activity that is designed to achieve specific brand objectives, including NSV and penetration targets. The senior brand manager must have the experience, expertise and skill set to

  • Contribute effectively and shape the development of brand strategy
  • Initiate and lead the media strategy and plan development for their brand
  • Ensure outstanding implementation in market
  • Working closely with other functions to ensure effective in-market delivery

 

Duties and Responsibilities:

  • Brand Management
  1. Collect and analyze segment, consumer and brand data to support creation and shaping of brand strategy
  2. Analyze and review brand performance recommending revisions to brand strategy and plans
  3. Identify and recommend value initiative for the brand
  4. Connect with cross functional teams to support creation of an integrated business plan that supported by on-going performance analysis and regular brand reviews, implement agreed brand plan and the marketing activity calendar in market:-
  5. Translate Brand Compass into brand activity that tells the consistent, engaging brand story and build distinctive brand assets
  6. Undertake product development on agreed innovation projects
  7. Create, develop and deploy effective CFB and BPI initiatives and other key brand activations that continuously drive penetration and enhance the brand DMS
  8. Undertake post activity evaluation
  9. Manage allocated budgets effectively

 

  • Brand and Communication Strategy
  1. Where appropriate, represent own market on Global Brand Board
  2. Work with Global to identify and specify key marketing initiatives and, on behalf of the Global Brand Board, manage development as directed
  3. Ensure TMAR approval
  4. Work with Global and local Brand Innovation Manager to develop and deliver a 5 year innovation pipeline

 

  • Media
  1. Working closely with Media Managers:-
  2. Develop brand media strategy that aligns with media key beliefs and supports brand objectives
  3. Develop the brand media plan including digital/ social media, leading a continual effort to maximize reach and increase ROI on media spend
  4. Analyze results and media channel opportunities and make recommendations for future strategy and plans
  • Segment Leadership
  1. Support the Marketing Director as required in following:-
  2. Identification and delivery of segment value initiatives
  3. Connect segment strategies to key business strategy processes through cross functional teams and support development of an integrated business operational plan
  4. Contribute to local brand reviews and consolidate brand reviews into portfolio/ segment reviews to feed into S&OP reviews

 

REQUIREMENTS:

  1. 5-8 years of experience, ideally in Blue Chip FMCG companies
  2. Fluent in English and Mandarin, both written and oral
  3. University degree, ideally in marketing
  4. Knowledge of the China market (media, trade, consumer etc.) or very strong evidence of high learning agility
  5. Experience in a challenging and competitive environment

Successful experience in developing fully integrated campaigns with several agencies and functions

Mars is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law. If you need assistance or an accommodation during the application process because of a disability, it is available upon request. The company is pleased to provide such assistance, and no applicant will be penalized as a result of such a request.

 


Job Segment: Manager, Senior Brand Manager, Category Manager, Brand Manager, Management, Marketing, Retail

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