- Define brand vision, mission, and positioning to ensure differentiation in the market.
- Lead and manage the marketing planning and strategy which translated into Business and Brand metrics.
- Translate consumer insights into brand concepts, product workshop ideas, innovation pipelines, concept testing, and consumer validation studies.
- Develop and execute all brand strategies and brand architecture (hero SKUs, product lines, etc.) that directly support annual sales targets and market expansion goals.
- Track brand performance, conduct regular reviews, and provide recommendations to achieve business objectives.
- Manage end-to-end consumer engagement strategy across campaigns and touch points (e-commerce, in store, media, consumer promo, etc.)
- Lead product development, packaging, and innovation to meet market needs and consumer preferences.
- Analyze sales data (sell-in, sell-out), market share, and campaign performance to optimize brand strategy and ROI.
- Develop, manage and monitor Brand Budget - analyze monthly planning & spending.
- Collaborate with a cross-functional team (Business Development, Consumer Insight, Trade Marketing, Sales and agencies) and other marketing team for product innovation, pricing strategy, and promotional plans to strengthen market competitiveness.