Key Responsibilities
Visibility & Activation
- Lead the development, production, and rollout of visibility across channels.
- Develop and deploy toolkits and playbooks to enable consistent nationwide implementation.
- Partner closely with Trade Marketing, Sales, and Procurement to ensure design intent, feasibility, and executional consistency.
- Conduct reviews of execution quality, gather insights, and identify opportunities for improvement.
Local Affluent & Sponsorship Platform
- Lead the strategy and deployment plan for local affluent and sponsorship platforms, including sports, cultural, and authority-led partnerships.
- Partner with Trade Marketing and Sales to translate sponsorship into impactful BTL programs and commercial opportunities.
- Lead experiential and value-added consumer gifting strategies to reinforce premium relevance and brand consistency.
Experiential Platforms, Activations & Events
- Shape and deliver multi-year experiential platforms across campaigns, activations, events, pop-ups, and sponsorship activations.
- Translate communication ideas into immersive on-ground brand experiences that drive engagement, salience, and premium perception.
- Continuously explore emerging trends, formats, and technologies to enhance consumer engagement and elevate experience quality.
Governance, Capability & Continuous Improvement
- Manage project timelines, budgets, and cross-functional alignment across BTL & Experiences initiatives.
- Track effectiveness, consolidate learnings, and apply insights to continuously improve future executions.
- Act as a brand guardian across touchpoints.
Job Requirement
- Bachelor's or Master's degree
- Strong experience in Brand Management Consumer Experience within FMCG
- Attuned to premium consumer culture, design, and contemporary trends, with a keen eye for aesthetics and a passion for crafting distinctive brand experiences, is a plus
- Solid knowledge of premium and modern trade environments, with ability to turn consumer insights and learn from other categories into impactful design and experience solutions
- Skilled in managing projects end-to-end: concept, prototyping, deployment, and scale-up
- Excellent collaboration with cross-functions, agencies, and suppliers to deliver premium quality on time and budget
- Strategic thinker and strong commercial acumen
- People-oriented and transversal leadership with ability to lead agencies and projects with complex stakeholders and operational challenges
- Integrity, transparency, and open-mindedness
- Advanced fluency in English (spoken and written)
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