Foods Thailand Cooking Aids Lead

Job Title:Foods Thailand Cooking Aids Lead

Function: Marketing

Based in Unilever Thailand HQ

About Unilever

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Job Purpose

As a Foods Thailand Cooking Aids Lead, the person is responsible as the brand owner the Cooking Aids brands (Knorr).

Knorr is one of the Unilever Global Power Brands but filled with vast opportunities of local-for-local innovations in the market that we serve.

Cooking Aids in Thailand has been steadily shown turnaround in recent years with local core focus and demand creation. This is a category that forms close to 50% of our Foods Thailand portfolio, in both the formats of cubes and powder.

Main Responsibilities

1.              Using breakthrough thinking and category, consumer, brand & customer understanding to create a clear and ambitious growth vision and strategy for the portfolio of brands:

• Develop the Marketing Plan including the full 6P’s of Cooking Aids Thailand
• Lead for a detailed understanding of brand performance in market and lead the portfolio through IBP, and development of the key brand strategy and JTBD, aligning cross functional stakeholders to deliver the brand/portfolio ambition
• Liaise with Category brand developers to ensure suitability of mix for category growth drivers and against global/local trends for Breeze Thailand
• Oversee the Cooking Aids Thailand portfolio P&L ensuring investment in key growth drivers, and maximisation of the brand mix to deliver GM and PBO targets (Ruthlessly prioritizing A&P choices)
• Adjust Cooking Aids brand plans in the light of new category understanding, competitor activity or changes in mix
• Determine and build the channel and range architecture
• Understand broad consumer trends and specific consumer issues with the brand.
• Assimilate and interpret the Brand Health Check and other Quantitative data

2.              Building Market Leading Marketing Plans and leading the Brand Managers to deliver against the key growth plan, building long term brand equity for Cooking Aids Thailand

• Build media plans with relevant media manager / agency & implement integrated above and below the line brand plans
• Develop and implement innovative social-first strategies that drive engagement and conversion across all digital platforms
• Drive ROI on media & all brand investment inc. Print, TV, Digital, Promo
• Ensuring we put people first, and champion the consumer in all our brand planning and execution
• Communication Channel Management- Planning and implementing an integrated programme of brand communication, which uses all available channels to communicate the brand’s messages to targeted consumers in the most cost effective way.

3.              Building relationships with the Regional and Global brand building teams

• Jointly building brand strategies and vision to unlock the Breeze Thailand under category growth driver and category vision
• Identify innovation ideas / opportunities and feedback.
• Ensuring that NPD and core mix development reflect Thai consumer needs Delivering mixes which are market disruptive in Thailand and have leading market claims and deliver superiority.
• Liaise with Global/Regional Business Development Team to land mix for local market
• Ensuring excellent execution and deployment of assets against key market JTBD

4.              Leading Talent and Building Teams to focus on external Orientation

• Keeping a close eye on our key competitors and scenario planning the strategy to defend our brands, and drive our growth these include Media/Promo/In-store/Channel etc.

Candidate Criteria

Experience & Qualification & Skill

• Minimum of 5-7 years of experience within Brand Management, which includes category management experience - preferably from FMCG/relevant industry
• Demonstrated people management capabilities
• Good in presentation and negotiation
• Strong analytical skills and a choiceful mindset to manage total brand P&L

Leadership

• An optimistic and resilient team player. Confident to voice opinions leading with consumer insight, and debate and stress test the plans to ensure success.
• Highly articulate and able to influence internal and external stakeholders (in person and in presentations). Ability to lead a complex, and large team driving a close “team grip” across the full cross functional network.
• You are energized by delivering fantastic results. You are an example to others – both your results and your resilience. You are constantly on the lookout for better ways to do things, engaging and collaborating with others along the way.
• As an individual you are the one responsible for your own wellbeing and delivering high standards of work. You must also focus on the Consumer and what they need. You are humble and have your head up, looking around to interpret evidence and data smartly, spot issues and opportunities to make things better.

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