The Senior Product Manager shall be responsible in identifying, analyzing, and translating product, brand, consumer and competitive information into the development of marketing plans that will drive achievement of sales, margin and share objectives of Brand / Category.
He / she will be the steward of strengthening the Brand’s equity through development and implementation of programs that builds value to the Brand.
The Senior Product Manager must be able to foster collaboration with cross-functional teams and external partners for development and execution of marketing programs with particular focus on digital campaigns aligned to consumer’s journey and engage them in relevant platforms, from top social and video sharing platforms to e-commerce sites.
Direct Reports : 0
Key Areas of Accountability :
Development of Marketing Strategy and Execution of Plans
Understands brand components including brand essence, values, position and key messages and ensures alignment of marketing strategy and campaigns to brand equity
Develops insights-based plans and tactics that will lead to achievement of business goals. Lead execution of marketing initiatives for own Brand / Category and ensures standard measures are in place to assess results and impact of initiatives
Collaborate with cross-functional teams and secure support in delivering timely execution of programs
Leads the creative development process for Brand. Writes creative brief and partners with agencies and reviews proposed execution to ensure alignment to Brand character & message
Leads the digital transformation of the brand, ensuring strong footprint thru continuous optimization of owned assets and developing digital-first or digital-optimized communication campaigns, working closely with agency partners to deliver timely execution and achievement of KPIs.
Develops strategic direction for continuing medical education programs to support the Brand marketing plan and cultivates collaborative relationships with Key Opinion Leaders
Research and Market Insights
Understands market research, interpret findings, draw appropriate insights based on results and identify implications for Brand / Category.
Identifies learning plan to support Brand strategies, develops appropriate research brief and partner with research agencies in implementation & analysis of research initiatives
Responsible for the delivery of sales, margin and share objectives of the Brand
Generates appropriate assumptions for use in sales and share forecasting
Analyzes and interprets different types of financial data and understands the relationships among different financial measures
Manages budgets for the Brand and develops contingency plans to minimize impact of potential budget shortfalls
Demonstrates understanding of the Financial Planning process and ability to provide support
Work with affiliate support team and regional / global innovation team in planning, preparing, executing and monitoring innovation projects.
Knowledge, Experience and Desired Qualities :
7 10 years in brand management with proven track record in building a strong franchise and delivery of sales and share growth in current work.
Ideally from Fast Moving Consumer Goods (FMCG) and must-have a strong background in digital strategy development and execution.
Strong communication skills. Demonstrates effectiveness in communicating to both upper management and cascading directions down to fieldforce.
Externally-focused : Knowledge of consumer insights, competitors and trends and has demonstrated implications to strategy development
Proven track record in executional excellence : keen eye for detail from planning to monitoring of results
Strong sense of ownership and commitment
Competencies required :
Competence in capturing mind-opening insights and translate to meaningful communication either direct to consumer (including digital) or to HCP in detailing exercise
Competent understanding of PRODUCT and OPERATIONAL knowledge required to deliver standard brand management functions related to Finance Management, OEC Compliance, NPI Processes, Demand / Forecasting.
Anticipation / Problem Solving and Business Analysis :
Competent critical thinking skills in using data to drive right decisions / investment justification for the business
Strong collaboration, project management, and tracking skills on programs involving the support of other functional teams
Good base judgment on understanding on aligning programs to priorities and articulating business rationale of programs to meet business objectives.
Must be able to demonstrate influencer and stakeholder management to gain support from leadership team in getting resources, directions or approvals.