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Regional Marketing Manager - Kinder

Job Location: ​Shanghai​


Company description

Ferrero is a family-owned company with a truly progressive and global outlook and iconic brands such as Nutella®, Tic Tac®, Ferrero Rocher®, Raffaello®, Kinder Bueno® and Kinder Surprise®. As the love for our brands continues to grow, so too does our global reach. Represented in more than 50 countries, with products sold in more than 170, the Ferrero Group is loved by generations around the world. The secret to our global success? 38,767  dedicated employees who celebrate care and quality to craft a business, careers and brands we are proud of. Join us, and you could be one of them.

Diversity Statement

Ferrero is committed to building a diverse and inclusive culture in which all employees feel welcomed and appreciated and have the same opportunities. We believe all of our people are equally talented in their own way. In nurturing the curiosity and natural abilities of our employees, we provide them, generation after generation, the means to succeed personally and professionally, enabling them to craft their journey at Ferrero. The diversity of our talents is what makes our work environment multicultural, innovative and highly rewarding.

About the Role:

In this role you will be responsible to lead the China regional team to perform and implement Kinder brand activities (e.g. advertising, promotion, Brand Public Relations, campaigns), working together with local key stakeholders. You are expected to build a strong brand P&L to drive sustainable business growth. As a team leader, you will also be responsible to develop the regional marketing team, building up strong talent pipeline and facilitating individual career development.

Main Responsibilities:

•Analyse and build a country specific expertise on the long term brand performance, competitors, trends and consumer understanding etc.
•Provide targeted and country specific input to the definition of the strategy included portfolio strategy, writing of strategic copy, definition of research needs
•Provide inputs to the strategic plan and budget to achieve optimal setting of country specific targets with respect to volumes, P&L, investments and the global activity plan

•Evaluate existing and new SKU’s relevance within the set country / region marketing strategy
•Provide local perspective in process of defining appropriate list prices / price increases
•Coordinate the local input to the processes of creating new / changing existing SKUs, i.e. PDP processes, artworks and documentation management (RDP processes)
•Coordinate the local process of externalized customization of consumer and trade units within strict boundaries of global guidelines 

•Sales / Consumer KPI monitoring and follow-up, e.g. monthly / regular analysis of market / panel data and proposal of the action plan;
•Contribute to S&OP process by providing the detail of activity grids (e.g. campaigns) to tune sales forecasts assessing, understanding and analyzing the P&L and the effect driving it to ensure overall budget constraints
•Drive the gap analysis versus budget targets under year and suggests corrective measures and budget reviews

•Coordinate the development of proposal, implementation plan and project follow-up of  innovation initiatives in the region based on local market opportunities through direct market expertise (projects defined and approved from Area Marketing Manager Category)
•Propose and decide packaging modification (CU), flavor management suggestions, product range strategy

•Provide input to communication, advertising and media strategies, incl. identification of target audiences and participation in definition of media mix (including sponsoring) to maximize impact of advertising campaigns
•Guarantees the communication development from the copy brief to ‘on air’, within budget constraints, and ensures the Area Marketing Manager Category approval at the required gates
•Design, approve and implement region / market brand Public Relations and campaigns within Group / Area brand guidelines

•Definition of the promotion strategy and promotion planning
•Local promotion development (e.g. agency briefing, developments, concept evaluation and corrections, etc.)
•Oversee promotions’ follow up and effectiveness analysis through the elaboration of available data (e.g. impacts on sales, distribution, market penetration, etc.)

• Proposal, implementation (e.g. brief) and follow up of strategic projects, e.g. studies which deal with strategic issues such as Exploratory subjects, Uses & Habits, Insights, Brand positioning
•  Proposal, implementation (e.g. brief) and follow up of operational improvement projects follow-up, e.g. studies which deal with operational issues such as pre and post test, performance of new packaging, market data monitoring, commercial quality, assortment, pricing

•Is accountable for managing the team, ensuring a management system based on Group values, motivation, competence development and empowerment

Who we are looking for:

Relevant FMCG experience and expertise of Chinese market are a MUST. 

Fluency in both English and Chinese is required.

*Local Chinese contract will be offered for this position

** Native proficiency in Mandarin Chinese is required

How to be successful in the role and at Ferrero:

Consumers, quality and care are at the heart of everything we do. So, to be successful at Ferrero, you’ll need to be just as consumer and product centric as we are - dedicated to crafting brilliant results for consumers around the world. 

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