Report to: Marketing Manager- Lay’s
Roles:
Lead development and execution of all Brand-to-Consumer Interfaces.
This includes complete 3D work.
Critical Job Related Function Competencies: Ø
First of all, a good balance of Strategic intelligence (business objectives) and Execution efficiency (project management)Ø
Specialization in the area of Brand Communication:n
In-depth understanding / skill in traditional and emerging media strategiesn
Skill in briefing: writing sound briefs and guiding creative suppliers on business objectives and creative requirements; constantly supervising creative progress to ensure that final creative product meets business objectivesn
Skill in execution management: production, 3D ideas application, etc.n
Ability to distill and prioritize business objectives, in order to define what is most pertinent for Brand Communicationn
Ability to see things from the consumer’s perspective (Consumer Insight driven knowledge)Ø
Working well with different functions/initiative leaders in the team to form a full picture of the ‘bigger picture’ of brand communicationØ
Operations management: managing daily executions to ensure they meet quality and time standardsSpecific Scope of Work for 2008:Ø
2008 3D work – leading the execution:n
Translating the creative ideas (proposed in AOP) into practical, actionable 3D platforms n
Identifying cost-efficient media partners to air the 3D platforms (Online partner / Outdoor partner / etc.)n
Identifying emerging trends / new ways of engaging consumers – non-traditional media and methodsn
Overall time-schedule controlØ
Quality controlling all other consumer-interface elements:n
Still photography directionn
Retail POSM designsn
PR plansØ
Efficient utilization consumer intelligence data to feedback into business growth:n
Overall consumer insights garnered through anecdotal evidence, consumer observation, focus groups and quantitative researchn
6W implications for future positioning developmentn
Link Test implications for future TVC developmentn
Consumer Regard scores implications on future Brand Communication (TVC+3D)Ø
2009 AOP – leading the consumer engagement section:n
Devising a strategic plan to meet the objectives of the businessn
Conducting all required research and arriving at way forwardRequired Experience: n
5 to 7 years experience in communication-related field, ideally including brand managementn
Previous experience crafting 3D strategies, then developing and executing of all Brand-to-Consumer Interfaces (web marketing are especially important)n
Experience in lifestyle brands is highly desirableRequired Skills:n
Outstanding business acumen and professional maturityn
Ability to think out of box and cross functionallyn
Comfort with ambiguity, unexpected challenges, and a fast paced environment n
Fluent in English and basic understanding of Chinese