Product Marketing Manager

This role is responsible for supporting Head of Portfolio Management to translate business and marketing objectives into strong product portfolio (Merchandise & CPG) to meet the needs and preferences of customers and maximize profitability. This role also assists in the identification of emerging consumer trends and partner with Product Innovation to create a pipeline of delicious, good value for money, profitable, branded products that address key opportunities.

Responsibilities:

Product Portfolio Management (Merchandise & CPG)

• Analyze sales data and market research to build understanding of competitors’ activities, customers’ need & preferences, support Product Marketing Senior Manager to propose interventions, develop strong product portfolio to deliver sales target, increase customer satisfaction and loyalty.

• Assist in developing product roadmap to ensure they align with the overall product strategy and brand positioning.

• Regularly review, consolidate, and analyze performance of individual products and the overall product mix to propose which products to keep, which to replace, and which to add to optimize sales and profitability

Commercial

• Assist in building plans, calendars, and budgets for all product categories including product positioning, target audience identification, pricing strategies.

• Understand competitors’ activities, customers’ need & preferences based on sales data and market research, propose value proposition for all product categories to drive commercial success, achieve profitable product, category, and market share growth.

• Coordinate product specific marketing campaigns, track and analyze product campaign effectiveness, utilizing metrics and analytics tools, and provide recommendations for continuous improvement.

Cross-functional Collaboration

• Build and maintain strong relationships with key stakeholders, including internal teams, external vendors, and industry partners, to support product marketing initiatives

• Ensure Product Innovation team is briefed to deliver right variety of products that deliver to our product experience goals

• Work closely with Supply Chain to ensure Merchandise products provided by vendors are in accordance with the product strategy, quality standards, and customer expectations.

Consumer Market Understanding

• Understand competitors’ products, marketing strategies, target audience, positioning within the market to identify market gaps or opportunities

• Stay abreast of industry trends, market dynamics, changes in consumer behavior and regulatory requirements related to Merchandise & CPG and incorporate relevant insights into marketing strategies and product development efforts.

Yêu Cầu Công Việc

Job Requirements:

• 07+ years of experience in multi-unit retail, restaurant, food & beverage industry, with an emphasis on Merchandise & Consumer package products.

• Experience across consumer insights, product marketing, product development, store marketing.

• Proven track record of building strong product portfolio and driving business results

• Product roadmap development and menu management

• Ability to move products from ideation to commercialization

• Strong analytical skills with the ability to interpret data and market research to drive strategic decision-making for Merchandise & Consumer package items

• Excellent communication skills, both written and verbal, with the ability to craft compelling marketing messages and presentations for tea & others products

• Ability to build trust and influence broad range of stakeholders – internal, external

• Demonstrated ability to manage multiple projects simultaneously and meet deadlines in a fast-paced, dynamic environment

• Highly collaborative with the ability to work cross-functionally and build relationships with stakeholders at all levels for Merchandise & Consumer package marketing initiatives