Job Title:  Brand Manager

Job Number:  16072

Country: Korea, Republic of
Function: Marketing & Sales
Level: Experienced Professional
Appointment Type: Permanent

Purpose Statement

  • Lead the development and implementation of consumer engagement activities for respective brand(s) in line with marketing strategy.
  • Ensure alignment of brand(s) programmes with business objectives and consumer segment requirements.


Key Accountabilities

i. Operations/ Professional/ Business

- Develop and implement the brand plan to ensure that brand objectives are achieved

- Identify respective brand issues / untapped consumer opportunities, and develop responsive actions based on thorough analysis of market data & consumer insight working with the agency & the SP&I team

- Ensure all briefs are clear and timely issued for each brand programme

ii. Management

- Monitor & track agreed goals & KPIs, and report its progress

- Manage the impact of cost elements on brand profitability

- Manage brand support expenditures properly & smartly as planned

- Manage the agency to deliver utmost quality output proactively responding to the brief

- Ensure product quality and evolution according to metrics (e.g.: MASQ, FPI and consumer complaints)

- Investigate opportunities for product differentiation, which can support brand positioning

- Ensure that product quality meets expectations of regular smokers and is consistent over time


iii. Leadership

- Lead and drive development of team members through coaching to ensure they are well developed & motivated in the work

- Demonstrate leadership as brand guardian ensuring key brand programmes are well understood & aligned cross functionally – Trade marketing, SP&I, Lex, marketing finance, Operations

iv. Relationship

- Build / maintain constructive cross-functional relationship internally to ensure agreed brand programmes are well implemented

- Manage external agencies to ensure all brand programmes are in line with the requirement of the brief

v. Innovation

- Employ innovation in products and processes in order to achieve competitive advantage


Contextual Information

i. Context

The jobholder is a member of brand marketing team within the marketing department, and is responsible for the management of the brands / brand group owned or licensed by the company. This includes the packaging, product, communications, price and image positioning. He/She is also responsible for the identification of new opportunities, and the initiation, development and deployment of new brands within existing brand families.


The brand marketing team is essentially commercially driven and consumer led.

With licensed brands / brand group, the team is responsible for implementing agreed strategies and reporting on performance.

The brand marketing team is responsible for achieving sales, contribution and value targets for the brands / brand group. This is a shared responsibility with trade marketing team.



iib. Other Knowledge, Skills and Experience

­    Experience

  • Ideally, more than seven years of experience in tobacco or a similar FMCG category is necessary. The job holder should have been previously a Brand Executive. Prior experience in Trade Marketing would be an advantage.
  • The jobholder must be able to demonstrate experience in and understanding of business management, product development, trade and consumer insights, copy strategy and ATL/BTL communication.
  • The principal skills required are in motivating/developing people, communication/interpersonal skills, thinking/operating strategically and decision making, together with an appreciation of functions other than Marketing.


­    Functional Knowledge & Skills

  • Consumer communication
  • Trade & consumer insight
  • Brand development & management
  • Product development
  • Brand programme development
  • Research


­    Managerial & Interpersonal Skills

  • Motivating, coaching and developing people
  • Developing and maintaining relationships with external suppliers
  • Effective communication and presentation
  • Negotiation and influencing
  • Project management
  • Budget management

iii. Key Success Factors

-       Brand vision and strategy clearly developed, communicated and executed

-       Brand volume and value share growth (this is a joint responsibility with trade marketing)

-       Recognises issues requiring action

-       Generates relevant feasible proposals acceptable to senior management

-       Committed, motivated and high-performing team

-        Brand support budget spent in effective way to achieve brand contribution objective


iv. Working Relationship



Internally, good working and reporting relationships must exist with a Group brand manger &  Head of Brands, and managers within Lex, Trade Marketing, Marketing Finance, Product Development and Operations.


Supervision and direction of direct reports requires strong relations with all members of the team.


Good relations and management of the external agencies is required to brief, direct and then monitor their work in order to improve brand communication.


Market/customer visits will be important in gaining an insight into brand performance.


Regular communication with regional brand group is required to report on progress and contribute to strategic direction.


Regular communication with regional product / packaging centre to drive implementation of brand programmes


British American Tobacco is one of the world’s leading multinational companies, with brands sold in over 200 markets, made in 44 factories in 42 countries.

We are proud that we are consistently among the top 5 companies on the London Stock Exchange.

Our portfolio includes our world-famous Global Drive Brands – Dunhill, Kent, Lucky Strike, Pall Mall and Rothmans – along with many other leading international brands, such as Vogue, Peter Stuyvesant and State Express 555.

Alongside our traditional tobacco business, we are also developing products that offer consumers potentially less risky alternatives to regular cigarettes. Our Next Generation Products are already leading the way in the Industry of vapour and tobacco heating devices. We continue to develop a solid portfolio of consumer solutions which already include well known global brands like Vype, glo and Voke.

Contractual Legal Entity: BAT Korea Ltd (KR10)

Job Segment: Brand Manager, Branding, Marketing Manager, Manager, Product Development, Marketing, Management, Research

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