Posted by on July 09, 19102 at 02:18:22:
POSITION TITLE: Marketing Director
LOCATION: Beijing, China
REPORTS TO: General Manager, China
THE COMPANY:
The company is an international distributor of alcoholic beverages with a strong market presence in white spirits. If aims to provide the highest quality premium brands to meet consumer requirements, wherever drinks are enjoyed.
It sells more wines and spirits than any other company. Its worldwide sales are over 100 million cases. Within the world’s top 20 spirit brands, it owns 5. Within the world’s 5 major companies, it leads with 12 brands in the Top 100.
Based in Europe, over the last 5/6 years and particularly in the last 3, the company has put a long term vision together for the region and has now entered almost every market. In Asia, the company has done exceptionally well in India and within an 18 months period, is already number one amongst international competitors. It will break even in its second year of operation, there and now has coverage from India through Thailand, Singapore, Malaysia, Hong Kong, Korea, Japan and Taiwan. China is now a top priority.
It has already representative offices in major provinces and will continue to import product through the “grey channels”. The plan now is to transfer is representative offices sales force to the joint venture, and also develop local manufacturing expertise with a range of brands pertinent to the market and desired by consumers, and sell both lines through local partner’s country wide distribution channels.
JOB PURPOSE: To lead and direct the marketing force in China thereby achieving highest possible standards of execution behind the principals brand strategies.
To develop and maintain excellent relationship with key China customers and negotiate contracts with Ceroils, CNDFMC and other key customers in line with agreed objectives and guidelines provided by the Management.
Ensure the achievement of budgeted volumes through specified domestic and duty free channels: wholesaler sales, institutional sales (on-premise) and retail sales on Principal’s key brands.
SUPERVISES: Customer Marketing Manager
Brand Manager (Local Brands and International Brands)
Regional Promotion Manager
Brand Assistant
Export/POS
Secretary
PRINCIPAL ACCOUNTABILITIES:
1. To account for a product portfolio of the company’s imported brands and local brands in the China market.
2. To develop marketing objectives, set up budget, design and implement marketing plan, brand strategy and promotion tactics for both imported and local brands for the China market.
3. To lead and supervise the marketing team in China for the successful achievement of the company targeted market share, brand awareness and sales volume in China.
4. To implement strategic marketing plan and brand strategies with specific reference to:
Promotion quantity and quality.
Distribution of key brands in existing and potential markets.
Merchandising/placement of point-of-sale materials.
Coverage of key outlets, on/off trade, duty free, wholesalers, Ceroils, etc.
New business prospecting
Distribution management
Unified brand presentation
5. To derive advertising strategy, media planning and promotion tactics to maximise media coverage and public relations.
6. To maintain and enhance existing brands and carry out new brand development in China.
7. To build up and maintain contacts and relationships with key customers, various food and catering institutions, retail outlets and other distribution channels.
8. To work and liaise with advertising agencies, promotion companies to increase brand awareness and market share in China, and to work with market research companies for market research project.
9. To recruit and train qualified marketing staff to the highest possible standard and produce succession plans to develop high calibre individuals.
10. In conjunction with General Manager, develop and agree the strategic trade relations plan.
11. To closely monitor competitive activity in terms of organization, local production and corporate activities, and recommend appropriate strategic responses.
12. To assist management in the formulation of policies relating to pricing, terms of trade and promotion activities.
JOB QUANTITATIVE DATA:
1. Budget relating to promotions/trade relations/personal.
2. Responsible of marketing staff in Beijing, Shanghai, Guangzhou and Hong Kong.
3. Market share achievement.
4. Sales figures weekly, monthly, annually.
5. Competitive reports.
DECISION MAKING AUTHORITY:
1. Decision on day-to-day running of marketing force within agree advertising and promotion budgets.
2. Recruitment/training/development of people including salaries, consultation required for positions above salesmen.
3. Changes to structure/headcount in consultation with General Manager.
4. Recommendations on changes in budgets/plans in line with market development.