Write short and/or long-term business/brand plans identifying business
objectives, strategies, key initiatives and performance measurements by
using insights collected from situation assessment, marketplace
information, etc. in order to support division/region portfolio and
brand growth targets.
Interact with divisions/customers in order to influence their brand
plans during annual business planning process.
Identify the needs and business objectives of local business units in
order to provide marketing services tailored to meet units’ brand and
Utilize understanding of consumer insights and worldwide trends in
order to identify key issues and opportunities for profitable brand
Develop programs and secure required budget in order to execute brand
Ensure priorities are handled effectively by modifying plans and actions
in your own area of accountability.
Write Situation Assessment in order to identify and prioritize
brand-building opportunities by utilizing data-driven insights (e.g.,
Nielsen, internal cross-functional reports, consumer research reports,
competitive analysis, etc.).
Develop and communicate written briefs for use by agencies or
suppliers (e.g., creative, advertising, packaging, product development,
media, consumer promotions, merchandising, licensed or specialty
merchandise, etc.) to direct their work activities in order to generate
concepts for effective execution of marketing programs and objectives
(e.g., drive trail, increase loyalty).