Position Snapshot

Nestlé Purina Petcare AOA

Location: Changi Business Park, Singapore

5+ years of experience

Position Summary

At Nestlé Purina Petcare, we are passionately committed to enriching lives of pets and the people who love them. Our dedication to pets, and their owners, directs everything we do, every day, everywhere. Today, Nestlé Purina Petcare is one of the world’s leading pet care companies. We offer an attractive and dynamic work environment with a high focus on developing people.

As a Brand Manager, this role will lead for FRISKIES Cat portfolio across AOA, including master brand strategy, communications, and packaging development. The Brand Manager will also be the I/R Lead for FRISKIES Dry Cat & Wet Cat across AOA – covering established (AU, NZ) and emerging markets (ASEAN, MENA, IN, KR, TW, HK). Brand Managers must be able to engage and inspire others both cross functionally and in the local markets.

Key Objectives / Deliverables during Mission :

• Deploy ‘Always More to Explore’ master brand communications toolkit for emerging markets and adapt for ANZ, making recommendations with BLS results.
• Roll-out packaging refresh aligned with US design across portfolio, under Projects Panthera (Dry), Party Fever (Snacks), Fantasia 2.0 (Wet).
• Deploy shopper toolkit to support launch of FRISKIES Lil’Lickables in emerging markets.
• Execute market-aligned plans to deliver 2027 ICP ambition : +15% OG in emerging markets, 1-2% OG in ANZ. Key Projects : Fantasia, Panthera, Party Fever, Mofu, Futago.
• Develop 3-5 year Dry & Wet pipeline to accelerate growth in emerging markets.

Key Learning Outcomes from Role :

• Support delivery of integrated regional communications toolkits, working with : Regional Media & Creative Agencies, CMI, local markets.
• Brand lead for regional I&R projects, working with : Factory (Product & Packaging Technical Applications Group),  (CMI), Packaging Agencies, CMI, Supply Chain, Finance.
• Lead Regional ICP for FRISKIES Cat, integrating market insights / trends, performance challenges, and opportunities, to build a solid Regional ICP.

A day in the life of a Brand Manager… 

1. Develop Brand Strategy: Analyse business and consumer trends, identify key issues affecting your brand, build and execute innovative brand plans. Demonstrate above average consumer insight/strategic brand building capability and posess effective project management skills.
2. Build Great Brands : Implement growth strategies via 3 year brand plan and yearly implementation plan (ICP). Develop or apply (locally aligned or global) brand essence, vision and manifesto. Create strategies to win at the first and second moment of truth (product and packaging). Create effective brand strategies in collaboration with category to delight shoppers.
3. Develop Compelling Communications : Responsible for developing the Big Idea, Campaign Idea, engagement strategies,  implementation and tracking effectiveness with support and guidance from the Marketing Manager.
4. Deliver Growth Through Innovation And Renovation: Responsible for the delivery of a 3 year consumer and technically validated category innovation plan (risk adjusted). Identify new, consumer insight driven, innovative ideas to drive brand growth. Develop new product ideas, renovation to current products and strategies. Demonstrate vision and leadership in building of long-term I&R Pipeline.
5. Team Leadership: Key leader of cross-functional internal (and external, including agency) teams in the development and execution of marketing plan strategies. Identify gaps and opportunities for markets and find synergies to create win-win situations to ensure needs of the markets are delivering to overall business objectives. Deliver cross functional alignment to aligned brand strategies and implementation plans.

What will make you successful...

1. 3-5 years experience in marketing and/or generating demand functions at Nestlé or equivalent FMCG
2. Experience working in cross functional teams
3. Successful experience in project management.
4. Successful experience in achieving goals through working with others (ie not sole contributor).
5. Brief writing, agency management, and successful creative campaign execution.