Senior Brand Manager (&COE) - Aquarius Malaysia
Singapore and Malaysia are going through a significant change as we have transitioned from a bottling partnership of 74 years with F&N to a new start up bottling operation with BIG. As part of this journey as we rapidly move through 100MUC to 150MUC within the SBP period, we are re-building our brands and entering significant new categories that until now we have been unable to access do to F&N’s participation.
The single biggest opportunity for portfolio expansion is to enter the massive Isotonic market that is the second biggest category in the region dominated by 100Plus which is equivalent in size to Coca-Cola. This role will be responsible for launching our new brand, Aquarius, into this highly strategic category in both Singapore and Malaysia, and most importantly, as Centre of Excellence, leading the strategy and planning for wider roll-out across Pacific group
The task for launching Aquarius in the region is highly complex and requires a strong strategic operator with excellent communication / leadership skills. The brand challenge is to take on a giant brand in the region with very strong equity. This challenge requires us to compete aggressively to source volume, but at the same time start to “re-frame the Isotonic category” away from classic Sparkling territory. Its important to also note that the regional responsibility covers 2 significant and diverse categories with Singapore a high income “model market” in Asia with developed beverage behaviours, whilst Malaysia is an under developed beverage market with strong potential for growth (hence the bottler transition and investment plan).
As the Centre of Excellence lead, this role is responsible for the strategic leadership of our Isotonic roll-out across the Pacific. The particular challenges for this COE is to understand and adapt to the very diverse market situations with Isotonics spanning from highly developed to essentially new categories. From a skill-set perspective this requires the incumbent to be able to lead the markets, engaging them and adapting to their differing challenges, as well as leading the strategic discussion with the multiple senior stakeholders who wish to influence this new category for our business in Asia
This will be delivered via collaboration and engagement with (internally) the Brand teams, Customer and Commercial Leadership teams, Market Strategies and Insights (MSI),Finance, PAC/L+, Legal, Technical, COEs, regional/global marketing teams and management and with the Bottler Commercial Planning team to the Bottler Management.
1.) Strategic leadership of Enhanced Hydration for Asia Pacific (COE lead)
• Responsible for the development of our Pacific Enhanced Hydration Centre of Excellence. This includes:
o Stakeholder engagement for the strategy (branding, product development, market adaptation, category creation for new markets, “reframing category” for others)
o Leading the market team and COE team to ensure the launch into each geography is engaged and given the best chance to win
o Working with Technical team to develop optimised formulation chassis that can be adopted across all markets
o Collaborate with IMC / Creative Excellence to create relevant toolkits that meet the differing needs of the markets but realising the efficiencies of the COE approach
2.) Lead all facets of the Brand Management for the launch of Aquarius into Malaysia
• SBP and EBP leadership
• Franchise leadership to inspire and lead the system launch
• Collaborate with IMC team to develop world class launch plan
• Strong analytics to drive strategic decisions and to ensure we lead the performance evaluation and course correct quickly
• Lead the “Re-framing the category” workstream with the objective of re-educating Malaysians that the Isotonics are for “sweat occasions” rather than an alternative to Sparkling – critical for our aspirations in Sparkling in Malaysia
3.) Manage the establishment of Aquarius in Singapore (launching in June)
• SBP and EBP leadership
• Franchise leadership to inspire and lead the system launch
• Collaborate with IMC team to develop world class launch plan
• Strong analytics to drive strategic decisions and to ensure we lead the performance evaluation and course correct quickly
4.) Collaborates with IMC, Commercial, Bottler, Technical to execute the plans above
The single biggest opportunity for portfolio expansion is to enter the massive Isotonic market that is the second biggest category in the region dominated by 100Plus which is equivalent in size to Coca-Cola. This role will be responsible for launching our new brand, Aquarius, into this highly strategic category in both Singapore and Malaysia, and most importantly, as Centre of Excellence, leading the strategy and planning for wider roll-out across Pacific group
The task for launching Aquarius in the region is highly complex and requires a strong strategic operator with excellent communication / leadership skills. The brand challenge is to take on a giant brand in the region with very strong equity. This challenge requires us to compete aggressively to source volume, but at the same time start to “re-frame the Isotonic category” away from classic Sparkling territory. Its important to also note that the regional responsibility covers 2 significant and diverse categories with Singapore a high income “model market” in Asia with developed beverage behaviours, whilst Malaysia is an under developed beverage market with strong potential for growth (hence the bottler transition and investment plan).
As the Centre of Excellence lead, this role is responsible for the strategic leadership of our Isotonic roll-out across the Pacific. The particular challenges for this COE is to understand and adapt to the very diverse market situations with Isotonics spanning from highly developed to essentially new categories. From a skill-set perspective this requires the incumbent to be able to lead the markets, engaging them and adapting to their differing challenges, as well as leading the strategic discussion with the multiple senior stakeholders who wish to influence this new category for our business in Asia
This will be delivered via collaboration and engagement with (internally) the Brand teams, Customer and Commercial Leadership teams, Market Strategies and Insights (MSI),Finance, PAC/L+, Legal, Technical, COEs, regional/global marketing teams and management and with the Bottler Commercial Planning team to the Bottler Management.
1.) Strategic leadership of Enhanced Hydration for Asia Pacific (COE lead)
• Responsible for the development of our Pacific Enhanced Hydration Centre of Excellence. This includes:
o Stakeholder engagement for the strategy (branding, product development, market adaptation, category creation for new markets, “reframing category” for others)
o Leading the market team and COE team to ensure the launch into each geography is engaged and given the best chance to win
o Working with Technical team to develop optimised formulation chassis that can be adopted across all markets
o Collaborate with IMC / Creative Excellence to create relevant toolkits that meet the differing needs of the markets but realising the efficiencies of the COE approach
2.) Lead all facets of the Brand Management for the launch of Aquarius into Malaysia
• SBP and EBP leadership
• Franchise leadership to inspire and lead the system launch
• Collaborate with IMC team to develop world class launch plan
• Strong analytics to drive strategic decisions and to ensure we lead the performance evaluation and course correct quickly
• Lead the “Re-framing the category” workstream with the objective of re-educating Malaysians that the Isotonics are for “sweat occasions” rather than an alternative to Sparkling – critical for our aspirations in Sparkling in Malaysia
3.) Manage the establishment of Aquarius in Singapore (launching in June)
• SBP and EBP leadership
• Franchise leadership to inspire and lead the system launch
• Collaborate with IMC team to develop world class launch plan
• Strong analytics to drive strategic decisions and to ensure we lead the performance evaluation and course correct quickly
4.) Collaborates with IMC, Commercial, Bottler, Technical to execute the plans above
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