Alliance Group Limited is a leading billion-dollar food company owned by skilled and passionate Kiwi farmers who produce the finest quality free-range grass-fed lamb, beef and venison. We are a global leader in procuring, processing and marketing the world's best quality red meat products, enjoyed in more than 65 countries across the globe. At home in New Zealand, we are also the largest exporter of lamb. Key brands we own and market world-wide are TE MANA LAMB, Pure South (beef, lamb, venison) and SILERE Alpine Merino Lamb.
1. PURPOSE OF THE POSITION
The position reports to the Marketing Manager.
We are growing rapidly in Asia with breakthrough presence in leading supermarkets and Michelin-starred restaurants in Shanghai, Beijing, Bangkok, Taipei, Hong Kong, Kuala Lumpur, etc. This is a new role with a regional mandate, based in Alliance Group’s Asia head office, to boost our brand-building in Asia via B2C and B2B channels.
A. Elevate brand awareness, consideration and preference.
B. Drive product trial and conversion.
C. Identify insights and trends to optimise marketing campaigns and support new product development.
2. MAJOR KEY OUTCOMES AND CHALLENGES
The role’s key outcomes are to:
Evaluate a digital marketing strategy (website, social media, search engine, e-commerce) for Asia, via a matrix evaluation approach e.g. lining up resources, brand development phase, commercial aspirations, strategic partnerships, etc against markets
Develop and implement a digital calendar for each market with objectives, channel/audience target, performance metrics, etc.
Be the custodian of the global brand charter in Asia. Ensure brand consistency and guideline adherence among partners, vendors and other stakeholders.
Adapt the global brand charter for Asia e.g. messages, packaging designs, etc.
Support the development of a marketing strategy and plan for Asia.
Leverage data and market/consumer/category insights in the planning process
Engage various internal and external stakeholders/business units, including senior management, in the planning process.
Co-elevate and exchange best practices with Alliance’s global marketing community (Europe, the U.S.A, NZ and Asia).
Drive the implementation of marketing programmes in the various markets to achieve brand goals and/or commercial targets.
Drive the delivery of brand materials to support our commercial team and customers.
Project manage creative and design agencies to develop and deliver content, and curate, proof-read or/and verify content.
Keep abreast of marketing techniques, trends, good case studies, as well as, consumer/market insights, that will enhance the effectiveness of our marketing plan.
Pro-active and hands-on attitude. Able to fail fast, learn fast.
The role’s key challenges are to:
Work within budget & resource parameters to successfully deliver the above.
Measure and report the effectiveness of marketing spend.
Keep abreast of the fast-moving digital marketing practices and technologies.
Navigate the complex marketing (social media, search engines, e-commerce, in-store, OOH) landscape across Asia, where there is no cookie cutter approach across countries.
Multi-task various projects and market-driven demands in a fast-paced environment.
3. TALENT DEVELOPMENT SCOPE
Training for key job function will be provided.
Annual budget for up-skilling in areas relevant to key job function.
Exposure to various company functions via brown-bag sessions conducted by head office.
Opportunities to immerse and learn about our businesses in various Asian markets via overseas work trips.
4. KNOW-HOW SKILLS AND KNOWLEDGE FOR THIS POSITION
4.1. EDUCATION, QUALIFICATIONS, TRAINING
Degree/Diploma qualified (or equivalent B2C and B2B marketing experience), a good command of English and Mandarin, intermediate proficiency with Microsoft Word and Powerpoint.
4.2. EXPERIENCE OR SKILLS DESIRED
~ 3 years in a marketing position, preferably in consumer goods industry. Fresh graduates with the right aptitude and attitude are welcome.
Good communication and reporting skills.
Good multi-tasking skills
Good project management skills.
Versatile and creative.
Pro-active and hands-on.
Good to have: Knowledge of Adobe Photoshop, Illustrator, InDesign, Canva, SEO, website, etc.
4.3. OTHER REQUIREMENTS
Prepared to travel overseas. Travel will make up approximately 5% of role.
Singapore Citizens and PRs only