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