【滴滴出行】数据分析实习生

阿里巴巴｜上海

保乐力加

As a senior leadership role within the PRC business, this role is expected to coach, manage and develop future leaders of the business in key marketing roles.  It’s required to identify key consumer trends and insights and influence the commercial agenda through having a deep understanding of the commercial business & category drivers. This role reports to Brand Director, Martell.

1. Work with the Brand Director, define the long-term Consumer Driven strategy that will achieve the brand vision and champion the internal Strategic Planning process for the brand/portfolio.
2. Distil and drive consumer demand map approach in all brand planning and activity.
3. Define the strategic direction and lead the development of the consumer connection model and the recruitment and retention strategies that fuel it.
4. Oversee the optimisation of digital channel, meal and wedding channel and New Retail.
5. Empower and guide team members to own the preparation, development, implementation & evaluation of Brand Plan activities including:
   1. Managing and developing Communication strategy and the lead activation platform.
   2. Lead activation and ensure all activation is fully embedded into Consumer Connection model.
   3. Develop the NPD pipeline and define all elements of the marketing mix for China: Positioning, price, promotion plus launch and channel activation and integration into consumer connection model
   4. Challenge the team on consumer insight rigor and work closely with the Insights team to develop insights into opportunities, strategy and actions.
   5. Ensure all the team are ‘experts’ for their brands through the discussion of detailed monthly brand, market & competitor reports.
   6. Conduct regular meetings with all key agencies to ensure we are getting the optimal performance, with particular focus on Agency of Record.
   7. Conduct quarterly reviews with all our partners. Negotiate yearly contract.
   8. Work closely with all Brand Owners ensuring PRC are providing relevant information on our local market conditions & needs.

1. Lead local advertising projects development through following internal marketing procedure and coordinate with brand companies if the projects are co-developed by PRC and brand companies together
2. Lead the team to work with and supervise media agency to develop mid-year and full year media review, strategic direction and annual master plan for each brand. Timely adjust the master plan to fit the dynamic market environment and brand strategic changes
3. Develop digital strategies including websites, social media and other digital media of the whole category
4. Lead, or provide team strategic direction and supervision, to develop marketing campaign ideas, concepts and action plans through effectively leveraging resources of agencies, trade marketing, regional sales, research managers and brand companies, etc.

1. Lead activation team to develop channel by channel marketing activities, covering products, packages, merchandising and promotion methodologies as well as tool kits under the frame of brand strategy
2. Supervise project implementation at market level through establishing evaluation system. Build common understanding and consistent implementation in line with budget and brand plan
3. Encourage frequent communication and collaboration, guide and enforce execution excellence to respond market needs

1. Manage the overall profitability of the brand/portfolio (P&L), ensuring direct reports carefully monitor, control and reconcile A&P spending.
2. Challenge the team to spend efficiently and effectively to get the best value from our suppliers and agencies.
3. Drive significant efficiency gains year-on-year always improving the cost effectiveness of the brand activates and media buys.

1. Lead activation team to develop channel by channel marketing activities, covering products, packages, merchandising and promotion methodologies as well as tool kits under the frame of brand strategy
2. Supervise project implementation at market level through establishing evaluation system.
3. Build common understanding and consistent implementation in line with budget and brand plan
4. Ensure that the ilead process is fully embedded for the team including development plans and career planning.
5. Coach the team to deliver their individual objectives and personal development plans.
6. Conduct weekly WIPs and quarterly performance reviews.
7. Develop and coach direct reports, leveraging areas of strength to address development areas with consistent, direct and constructive feedback.
8. Manage change in the department and maintain team motivation/positivity
9. Encourage frequent communication and collaboration, guide and enforce execution excellence to respond market needs

1. Champion the brand/portfolio within the business, ensuring they get sufficient focus & resource.
2. Represent the portfolio at key business meetings and ensure all key stakeholders are bought in to our portfolio’s plans.
3. Drive the team to work more closely with the activation team, community manager, consumer connections and insights teams.
4. Develop and lead cross-functional teams to achieve key business objectives and prioritise initiatives across categories.
5. Work closely with the Brand Director to deliver departmental vision, aims & objectives.
6. Be a key influencer of the marketing departmental culture – leading by example.
7. Work on best practice models; identify training needs and other such requirements with the Brand Director.
8. Make decisions autonomously and challenge the way things are done, suggesting alternatives to make an active & constructive contribution to the direction of the business.

1. Extensive brand management and marketing experience, preferably in a FMCG and/ or drinks environment.
2. 8-10 years in consumer marketing function.
3. Thorough grasp of the entire Marketing mix.
4. International experience either working/ studying abroad and/or working on global brands is preferred.
5. Proven people management experience with the ability to manage multiple developmental agendas.
6. Demonstrated experience in conducting business across multiple, complex projects & strategies.
7. Proven track record of working on big local and/or global brands.
8. Exceptional strategic & analytical thinking; creativity; commercial understanding & business acumen; written & verbal communication skills; presentation skills.
9. Tertiary qualification (marketing, commerce or business)
10. Fluent English and Mandarin both in written and spoken.

1. A professional, inspiring & motivational team leader
2. Enthusiastic, highly driven, self-motivated & passionate marketeer
3. Strong team player and ability to engage & influence key stakeholders & agencies
4. Well organised to be able to manage heavy workload & prioritise effectively
5. Flexible & adaptable with calm approach
6. Ability to help shape & define the departmental culture and live the company values

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