The day-to-day activities
Summary of job profile:
The IMC Senior Manager is responsible for driving the development & execution of IMC plans that enhance brand power & business performance. This role will collaborate with various functions to ensure a seamless customer experience and impactful brand communication by leading and managing the IMC process from start to finish—encompassing communications plan, creative briefing, full-funnel creative development, production, and creative asset optimization.
Key Accountabilities:
Marketing Communications Planning
- Develop and implement innovative Integrated Marketing Communication (IMC) plans that align with overall business objectives and enhance brand equity.
- Partner with the MKT leadership team to create a rolling 12-month communications calendar that incorporates brand marketing priorities.
- Develop and manage the IMC budget, ensuring alignment with marketing objectives while proactively optimizing resource allocation to maximize effectiveness.
- Continuously monitor market trends and consumer insights to identify opportunities for innovation and improvement, driving strategic enhancements that strengthen communication strategies and plans.
Integrated Marketing Communications
- Lead the development and implementation of above-the-line (ATL) marketing campaigns aimed at enhancing brand equity & driving business performance. Utilize various platforms to maximize reach and impact.
- Establish key performance indicators (KPIs) to assess the effectiveness of marketing initiatives. Conduct thorough analyses post-campaign to gather insights on performance, audience engagement, and return on investment, using the findings to inform future strategies.
- Collaborate closely with the marketing function to develop & deploy IMC plan that aligns with overall business goals. Ensure that the plan effectively communicates brand values and resonates with target audiences.
- Collaborate with product marketing team to seamlessly integrate product messaging into campaigns. Ensure all marketing initiatives are synchronized, reinforcing the overall marketing objectives while promoting individual products.
- Work with Omni-channel team to identify & evaluate the most appropriate communication channels to reach the target audience effectively. Develop comprehensive channel strategies that leverage digital, social, and traditional media to maximize brand exposure and foster deep engagement.
- Stay ahead of industry trends and consumer preferences to continuously innovate and optimize IMC strategies. Implement agile methodologies to quickly adapt campaigns based on real-time feedback and market changes.
Brand Communication
- Assist the CMO in developing Brand Communication Ideas (BCI) in alignment with the Brand Vision, and long-term goals to ensure a strong and consistent brand presence in the market.
- Collaborate with the Marketing leadership team to drive the BCI execution to ensure that all communications efforts are aligned and work harmoniously to deliver a consistent brand message and effectively engaged the target audience across multiple channels, including traditional and digital media.
- Contribute to the development of master brand guidebooks & creative assets that reflect the brand identity, values, visual guidelines, and other brand elements, while ensuring consistent brand positioning, messaging, and visual identity across all touchpoints and channels.
Creative Management
- Translate marketing briefs into creative briefs to initiate the creative development process, upholding high standards to ensure the creative output meets clear business objectives.
- Provide creative direction to agencies and internal teams, ensuring alignment with brand guidelines.
- Build and foster collaborative relationships with agency network related to creative, media, store concept, and in-house studios to develop brand communication campaigns and innovative store concepts.
- Evaluate agency performance and make recommendations for improvements or changes when necessary.
- Evaluate creative concepts and campaigns based on strategic fit, brand consistency, audience relevance, and effectiveness. Provide constructive feedback and recommendations to optimize creative outputs.
- Develop the briefs on store concepts and brief Store Roll-out team and store design agencies. Collaborate with them to ensure consistent implementation of the store concept and clarity in brand positioning.
- Work with the Operations team to ensure store concepts are effectively translated into real-world experiences that delight customers and reinforce the brand identity.
Job requirements
Job Requirements:
Education/ Training Qualifications:
- Bachelor’s degree in Marketing, Communications, or a related field. A master’s degree is a plus.
Experience
- 07+ years of experience in integrated marketing communications or related roles in multi-unit retail, food & beverage or FMCG industry.
- Proven experience in designing and executing ATL marketing campaigns, preferably within the retail, food & beverage or consumer goods industry.
- Proven experience in agency management, including briefing, feedback, and campaign evaluation.
Knowledge of:
- Planning, Budgeting, Marketing ROI Analysis
- USP & Communications Development
- Excellent knowledge of integrated marketing communications strategies and best practices
- Good understanding of brand communication is a plus
- Familiarity with the coffee industry or related consumer goods industry is a plus.
Skills (Ability to):
- Strong strategic thinking and ability to develop and execute IMC strategies across channels.
- Excellent Emotional intelligence, communication and collaboration skills to work effectively with cross-functional teams and external partners
- Creative and innovative thinking
- Proficiency in project management, including managing budgets, timelines, and external agencies
- Ability to build trust and influence broad range of stakeholders – internal, external
- Results focused – ability to deliver in high pressure environment
- Strong Vietnamese & English language skills.