Brand Manager, Mac/bb

3 months ago

Thành phố Hồ Chí Minh, Vietnam The Estée Lauder Companies Full time

**Principal Objective**:
Primary accountability for achieving brand sales and P&L (including NOP) targets for brand(s) in country. Works closely with Business Development Manager and Regional Brand Sales and Marketing VP to set goals, develop, and implement plans.

**Accountabilities**:
1. Ensures Customer Growth

2. Manages Operational Effectiveness

3. Improves Business Processes

4. Leads and Develops People

**1.** **Ensures Customer Growth**

**Promotes and Protects Brand Identity**:
q Ensures that brand image and position are properly maintained in people and materials, in accordance with corporate standards.
- Ensures consistent interpretation of brand global objectives and strategies.
- Represents brand in a professional and positive manner when interacting with staff, customers, business partners, and representatives of advertising agencies, the press, and government.
- Monitors for appropriate implementation of brand identity tools. e.g: merchandising guidelines, media positioning, catalog advertising, product assortment, sales staffing, and store/site selection.
- Works closely with PR and Advertising to ensure that brand objectives are clearly understood. Develops and periodically re-evaluates campaign.
- Ensures that regions are provided with ongoing brand training.

q Building business partnerships
- Creates and maintains a network of cooperative relationships with business partners and key customers.
- Negotiates yearly sales targets for brand with distribution.
- Seeks guidance, review, and input from Business Development Manager and Regional VPs to negotiate counter/store site selection with business partners. Final decision lies with the Business Development Manager.

**2.** **Manages Operational Effectiveness**

Achieves budgeted sales and profitability goals for assigned markets

q Developing goals, budgets, and plans
- Works with regional Brand VPs and Business Development Manager to:

- Consider global brand objectives to set challenging yet attainable brand sales and profit goals for the brand
- Consider global brand guidelines and offerings to develop marketing and sales strategies to maximize sell-through

Formulate brand marketing objectives and programs for the brand

Make product selection, assortment, and pricing decisions

Makes decisions on promotions items (including collateral) and creative concepts

Develop marketing and media plans, calendars, and tools

Develop Sales objectives, plans, and programs
- Develop plans for Training, Merchandizing, Store Design, and PR
- Communicates proposed deviations from global marketing guidelines and offerings to Regional Brand VP.
- Collaborates with Regional Brand VP to work with
- Brand Marketing, Product Council, and Labs to develop products exclusive to market
- Brand Marketing, Creative, Visual Merchandizing, and Packaging to develop promotional items, creative concepts, and packaging specific for market
- Global Communication to develop communications specific for market
- Collaborates with Finance Manager, Business Development Manager, and Regional Brand VP to set fiscal plans and efficient budgets.
- Proposes media and advertising choices and collaborates with the Regional VP and Business Development Manager to negotiate rates with business partners. Final decision lies with the Business Development Manager.
- Works with Regional Trainers, Brand Education in New York, and the Regional Brand VP to coordinate development of TR training tools.

q Goal, budget, and plan execution
- Ensures strong execution of brand marketing and media plans/calendars and major launches.
- Prioritizes key issues and allocates resources based on need.
- Leads activities associated with new door and market launches.
- Eg: choosing space and location, registering and forecasting products, ordering testers, designing counters, hiring and training personnel, and developing the marketing calendar and launch plan
- Works with Regional Brand VP to ensure that affiliate receives products, promotional material (including collateral) art work, and other support within timelines.
- Responsible for forecasting new products and promotional materials in coordination with brand Forecasting Manager (NY), Marketing Services (NY), and the Regional Brand VP.
- Interfaces with Regional Forecasting Managers to ensure that correct weighted product mix and current sales objectives are reflected in saleable product forecast.
- Oversees forecasts to ensure planning accuracy and appropriate inventory levels. Develops plans to reduce excess inventory levels.
- Develops sales cycle material (or appropriate materials for support at point-of-sale) for sales force to meet specific distribution channel requirements.
- Assists sales management in key customer contact to follow up promotional efforts and keep informed of sales-force needs.
- Reviews monthly brand data and budget results with Finance and Regional Brand VP to proactively remedy potential problems. Agrees upon adjustment

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