Job Summary

 Responsible for developing and executing  a clearly defined Marketing
Plan (see attached guidelines) that is aligned with approved medium to
long term Corporate Strategic Plans for each of the three ABUs’/ markets
to support their growth & development
 Responsible for planning, organizing, staffing, training and managing all
marketing functions to achieve the ABUs’ objective of sales, growth and
profitability.
 Responsible for managing Advertising and Promotions, Market Research &
Business Intelligence, Market and Product Development and for defining
the appropriate Marketing Organizing considering the Group’s maturity and
size.

Specific Duties
and
Responsibilities

A    ADVERTISING & PROMOTIONS
 Together with the sales Head, develops and implements the ABUs’
communications plans and strategies that are aligned and consistent with
approved medium to long term  Corporate Strategic Plans including
advertising, promotions, public relations, merchandising & below-the-line
activities like trade shows, exhibits and other related events.
 Together with the sales Head, develop and recommend Public Relations
Program to maintain and improve lasting relationship with existing
customers and to develop new customers
 Oversees the preparation of a comprehensive and cost effective annual
budget to fund the proposed marketing plans/activities. This includes the
necessary recording and tracking of the budget and expenses and the
preparation of the necessary reports.
 Develops selection criteria and identifies ad agencies and promo service
providers who meets these criteria for selection by top management  for
the execution of the various advertising, promotions, programs and events
to be undertaken by the Group
 Oversees the timely development, preparation, approvals, and distribution
of all Media, Merchandising, Promotions and below- the-line programs
materials and supplies.
 Develop and track measurements and success criteria for all Marketing
programs and activities. This includes monitoring of effectiveness of the
various campaigns and programs.
 Assures that all Ad and Promo personnel maintain a high degree of
integrity and honesty.

B.   MARKET RESERCH AND & BUSINESS INTELLIGENCE
 Responsible for the management of all market research and business
intelligence activities of the company. This includes gathering of all
pertinent data, statistics and market information to determine market
penetration and potential, competitive strategies, customer attitudes and
preferences.
 Oversees the selection of the appropriate research methodology and
supporting techniques to meet the defined business objective. He also
oversees the design of qualitative and quantitative research plans and the
design of research questionnaires and moderator guides.

 Initiates the review, interpretation, and analysis of collected data, prepares
the necessary reports makes business- oriented actionable
recommendations to Management
 Reviews all existing Marketing and Sales reports to assess their
effectiveness for decision making. If not effective, make the necessary
modifications or amendments.
 Performs market analyses to determine the Group’s market share and
positioning, by product category and market segment.
 Responsible for the selection for the reliable and cost effective market
research and business intelligence partners to ensure implementation of
the various activities and programs.
C.  MARKET AND PRODUCT DEVELOPEMENT
 Responsible for the Brand Management of the various products of the
company. This includes Branding, product range planning, sales planning,
force casting and monitoring.
 Responsible for the development and introduction of new products  and
determination of the company’s Product Mix based on Market Research
and Market Intelligence analysis, competitive analysis, strategies and
tactics.
 Oversees Product Management including market and customer research
for market and product requirements, interface with TECHNICAL & SALES
 for product development, product pricing product lifestyle management,
Obtain managerial information to make correct Product, Competitive and
Pricing decisions.

 Handles specific Branding strategies for the various company products
 Oversees new product marketing including product launch management,
New Product Knowledge Training, Presentation, Sales, Tools, Competitive
Analysis and general Sales Support.
 
 Oversees product selection, market sampling and testing to determine
product strength, acceptability and potential
 Continuously search the Internet, Industry papers, Reports, Magazines and
Publications as well as attend International Trade shows and Sales Events
to spot new, innovative, and revolutionary products for possible
introduction in the Philippines market.

Competencies A. Functional/Technical

 Must possess Knowledge and competence in the areas  of Market
Research, Ad and Promo, Marketing Plan Development, Business
Development  and conduct of Feasibility Studies.