Brand Manager (Malaysia, Singapore, and Brunei)

PepsiCo; Petaling Jaya; On-site; MYR 40,000 - 80,000; Full time

Job summary

An established industry player is seeking a dynamic marketing professional to drive growth for its carbonated soft drinks portfolio across Malaysia, Singapore, and Brunei. This role involves developing innovative marketing programs, managing advertising budgets, and collaborating with cross-functional teams to ensure successful execution. The ideal candidate will possess strong analytical skills, creativity, and a passion for brand development. Join a forward-thinking company that values growth and creativity, and make a significant impact in a fast-paced FMCG environment.

Qualifications

• 4-8 years of experience in brand marketing within an FMCG environment.
• Ability to manage multiple, conflicting priorities effectively.

Responsibilities

• Develop marketing programs for CSD brands in Malaysia, Singapore, and Brunei.
• Monitor CSD beverage volume and recommend adjustments based on data analysis.

Skills

Brand Marketing

Project Management

Creative Thinking

Communication Skills

Analytical Skills

Education

Bachelor's Degree in Marketing or related field

Job description

Overview

• Drive volume and share growth for PepsiCo’s Carbonated Soft Drinks (CSD) portfolio in Malaysia, Singapore, and Brunei (MAPS).
• Develop marketing programs for all CSD brands in MAPS.
• Manage and track CSD Advertising & Promotions (A&M) spending.
• Liaise with Etika bottler marketing teams to ensure strong execution of marketing programs.
• Collaborate with the commercial team to deliver innovation on time and with excellence.

Responsibilities

1. Annual Operating Plan (AOP) / Joint Business Planning (JBP)
   • Develop CSD market execution plans: Work with Head of Marketing to create strategies based on market/channel insights.
   • Develop brand-building/marketing plans: Set brand goals and plan ongoing actions.
   • Business fundamentals: Create brand expansion roadmaps including innovations, promotions, and packaging support.
2. Tracking Key Business Elements and Action Recommendations
   • Monitor monthly CSD beverage volume; assess progress vs. plan and recommend adjustments.
   • Analyze Nielsen RI data to evaluate retail market progress.
   • Review digital consumer reaction data in coordination with the agency.
3. Marketing Campaign and Consumer Promotion Development and Execution
   • Create communications and content that excite consumers; oversee advertising development from insight to final testing.
   • Localize global or regional CSD brand campaigns.
   • Develop consumer promotion calendars utilizing local agencies.
   • Evaluate and recommend improvements to current marketing strategies.
   • Support seamless marketing-channel execution with the Head of Marketing.
4. Brand Performance Analytics and Consumer Insights
   • Assess brand performance and identify issues for planning.
   • Analyze market share, brand health, and consumer trends to develop action plans.
   • Understand demographic, psychographic, and behavioral consumer insights to inform business strategies.
5. A&M Budget Management
   • Recommend appropriate A&M budgets based on the AOP initiatives.
   • Track Monthly Marketing Funds Authorization Requests (MFAR) to monitor spending vs. plan.
6. Media Planning and Agency Management
   • Draft agency briefs and plans aligned with A&M strategies.
   • Identify consumer touchpoints and execute comprehensive reach plans.
   • Review monthly media performance against KPIs.
   • Negotiate production costs and agency fees.
7. Alignment
   • Support alignment of CSD marketing plans with bottlers, including innovation and A&M calendars.
   • Coordinate with regional marketing teams to secure strategic alignment.
8. People Management
   • Assist marketing leads to establish effective work structures with bottlers and agencies.
   • Support compliance with GCS standards and drive value to the local marketing team and bottlers.
9. Key Control Accountabilities
   • Ensure compliance with key processes related to A&M budgets, MFAR, and other controls.
   • Conduct periodic key control process tests.

Qualifications

• 4-8 years of experience in brand marketing within an FMCG environment.
• Ability to manage multiple, conflicting priorities.
• Creative thinking, passion for learning and growth.
• Self-motivated, independent, with strong project management skills.
• Excellent interpersonal, communication, and influencing skills.
• Customer-oriented, logical, and able to work under pressure.