Brand Manager

Coty; Kuala Lumpur; On-site; MYR 100,000 - 150,000; Full time

Job summary

A global beauty company in Kuala Lumpur seeks a Brand Manager to join its Malaysia Fragrance team. The role requires developing and executing brand and marketing strategies while collaborating with marketing agencies. The Brand Manager will be responsible for budget management, forecasting, and reporting on brand performance. The ideal candidate will have experience in brand management and a solid understanding of market dynamics to drive brand success.

Qualifications

• Experience in brand management with a focus on marketing strategies.
• Strong analytical skills to evaluate market performance.
• Ability to lead cross-functional teams and collaborate with agencies.

Responsibilities

• Develop brand and launch plans aligned with market objectives.
• Execute BTL promotions across various sales channels.
• Manage A&C budgeting and ensure ROI on marketing spend.
• Forecast market trends and adjust strategies accordingly.
• Conduct regular reporting on brand performance.

Skills

Brand strategy development

Digital marketing

Market analysis

Collaboration with agencies

Job description

About the role

We’re looking for a Brand Manager to join the Malaysia Fragrance team. This is a newly added role that will be responsible not only for the commercial success of the business unit under his/her care, but also the acceleration of Coty’s ambitions through impactful marketing strategy and impeccable execution.

RESPONSIBILITIES

Responsibilities:

Brand Marketing, ATL: Digital Communication

• Develop short to long-term brand and launch plans in conjunction with global & ISEA ambition with measurable KPI, aimed at driving sell-out, sales productivity ranking and market share.
• Collaborate with media agencies to craft a strong ATL marketing plan aligned with brand/ launch objectives and budget.
• Make strategic decisions around big bets and priorities, with a view to make big bigger
• Monitoring key metrics (reach, impressions, brand recall, etc.) and evaluate the ROI. Able to adjust strategies with agencies based on consumer insights and campaign performance.
• Lead the collaboration with retailers to ensure consistent and effective execution of brand strategies and mechanics across all sales channels.

Trade Marketing - BTL, Retail & Omni - Channel Marketing

• Plan and execute BTL promotions across Dept Stores, Sephora and Perfumery and Ecommerce channels for in-store, omni excellence
• Develop holistic consumer journey tailored to various customers/channels and end consumers
• Strategize and plan brand animations and podiums with Key Accounts, Visual Merchandising and Retail Operations. Conceptualize and supervise the implementation of brand-building and sales-generating events that express the brand’s heritage, image, and expertise
• Accountable for brand and its related categories including assortment. Possess brand ownership from franchise to channel performance, BA productivity along with Retail Operations and Key Accounts
• Support retail excellence team with monthly sales activation planning, identifying opportunities to maximize performance and mitigate risks.
• Work closely with the Visual Merchandising and Retail Excellence teams to execute product staging, promotional materials, and POS displays that enhance the shopper journey.
• Collaborate on education strategies for Beauty Advisors, ensuring brand messaging, promotions, and customer interactions are executed with excellence.

A&CP Budgeting

• Fully accountable for A&CP including strategically plan, review, allocate, review ROI and manage the A&CP budget to optimize marketing spend and ensure C2 profitability, balancing brand-building initiatives with commercial objectives.
• Own and actively manage brand A&CP including to oversee key financial metrics for key activations such as sell-out to NR ratios.

Demand Planning & Forecasting

• Forecast for new marketing initiatives, and work with key stakeholders to drive global and local ambitions and priorities; rephase forecasts as required and track performance of innovations and key franchises/categories
• Manage salable & collaterals inventory and collaborate with commercial team as required for discontinuations and E&O reduction
• Identify opportunity and risks per-SKU and shape upcoming forecasts based on a review of Commercial sell-out results from NPD and on-shot promotions.

• •Fully accountable for non-sellable forecast, plan, review and track according to market trend or demand.

Reporting & Others

• Weekly, Monthly and Quarterly reporting per brand and APAC requirements, and managing adhoc reporting requests as required
• Analyse sales on per-SKU and per-store basis to ensure that the brand’s tactics are working towards the achievement of total brand targets
• Identify opportunity and provide valuable insights to local, regional and global teams on brand and competitor performance, and using them to enhance brand performance and results
• Pricing and promotional analysis for new product launches, one shot promotions and as of when it is needed