Leader must be able to drive brand

PUBLISHED : Saturday, 20 October, 2007, 12:00am
UPDATED : Saturday, 20 October, 2007, 12:00am

This is a chance to exercise your creativity in this newly created role of brand manager.

Neo Derm, a leading professional aesthetic solutions provider, needs someone to make the brand a leading player in its category and foster business growth with a good balance between sales targets and brand building.

'This is a newly created marketing-driven role as well as a management role,' human resources manager Lucia Wong said.

'We are applying for some new brands and new technologies and this person will have to lead a team and be a team player to foster the business growth of these brands and support its sales and marketing.'

The proactive, mature manager must be sales driven when formulating brand strategies through advertising and PR initiatives that build brand image and awareness, especially for new products.

This is also a highlight of the role.

'In most brand manager positions, the person would be overseeing marketing campaign-related activities. But, in this role, they can treat the new brands like their own,' she said.

'The person would be responsible for all profit and loss, and all marketing related activities, so a good business mindset is important, as well as marketing innovation, so it is a bit different from brand managers outside.'

Other duties include spearheading marketing plans and activities through strategic advertising and promotional campaigns, joint promotions and loyalty programmes for customer acquisition, motivation and retention.

'I think the challenge of the job lies with new products and how to project them in a professional manner in line with existing products and skin-care ranges, and how you carry this product and attract the clientele we want,' Ms Wong said.

'A good marketing sense and good networking is therefore very important.'

The brand manager must expect to do a lot of research and development and, although Neo Derm hosts an entire department dedicated to this, the brand manager must think of 'how to capture a wide audience and educate buyers about the products'.

The degree holder in marketing, business administration or a related discipline with eight years of experience in the field of skin care, beauty, advertising, public relations or fast moving consumer goods, of which three to five years are spent in a managerial position, must be able to identify segment opportunities to drive business growth and boost the brand revenue.

Someone with brand management in a retail industry is preferred.

Neo Derm will ensure that the candidate will be well trained.

'If a product is new, we will send the person to the product's country of origin to go on a training course, and the same goes for new technology,' she said.