DUTIES AND RESPONSIBILITIES

Marketing Strategy & Execution

• Develop and execute comprehensive, integrated marketing plans in alignment with company objectives, market conditions, and brand goals.
• Lead annual marketing planning processes, including budget development, campaign calendar, and ROI tracking.
• Define and implement brand positioning strategies to differentiate the company's product offerings in the market.

Brand Management

• Oversee all brand-building activities including advertising, media buying, PR, digital, and in-store activations.
• Ensure brand consistency across all customer touchpoints (packaging, communication, promotions).
• Collaborate with cross-functional teams (Sales, R&D, Production) to ensure alignment of brand messaging and product delivery.

New Product Development & Launches

• Lead go-to-market strategies for new product development: market research, packaging design, pricing strategy, launch planning, and promotional execution.
• Work closely with product development teams to ensure consumer insights and market needs are addressed in innovation pipelines.

Market Research & Consumer Insights

• Conduct and analyse qualitative and quantitative market research to understand consumer behaviour, trends, and unmet needs.
• Monitor competitor activities and provide strategic recommendations to maintain a competitive edge.
• Use data and insights to refine marketing strategies, optimize product offerings, and drive customer acquisition and retention.

Campaign Management & ROI Analysis

• Plan, execute, and monitor all marketing campaigns – ATL, BTL, digital, and experiential.
• Evaluate campaign effectiveness through KPIs and post-campaign analysis.
• Optimize marketing spends to maximize ROI.

Team Leadership & Stakeholder Engagement

• Manage and mentor a small marketing team and external agencies.
• Collaborate with sales and distribution teams to ensure marketing strategies are effectively translated into revenue growth.
• Present marketing updates, performance metrics, and strategic recommendations to senior leadership.

KEY REQUIREMENT SKILLS AND QUALIFICATION

• Degree in Marketing, Business Administration, or related field
• Minimum of 10 years of progressive experience in FMCG marketing, with at least 3 years in the beverage industry (tea, coffee preferred)
• Demonstrated success in leading brand strategies, product launches, and market penetration initiatives
• Strong understanding of both traditional and digital marketing channels
• Proven experience in budget management and campaign ROI analysis