返回查询:GTM Manager / 上海

该职位来源于猎聘 Company Overview
Jamieson is Canada's famous health and wellness company that is on a mission to become the world's most successful and trusted health and wellness player.

Established in 1922, Jamieson is Canada's famous consumer health brand and is broadly recognized for category growth combined with an industry commitment to quality, exemplified through award-winning innovations and meeting rigorous manufacturing certification standards.

Furthermore, Jamieson is no longer just a Canadian success story as the brand is now established and growing rapidly in more than 45 countries around the world.

China is one of our top performing Global markets and we are in the process of building upon exceptional growth over the past 3-years by expanding our focus, team, and business in this key market. Jamieson's combination of 100 years of quality & trust, regulatory expertise, and the breadth and flexibility of portfolio offerings makes us confident that we can become a famous health and wellness brand in China.

Overall Responsibilities

We are looking for a highly motivated and passionate GTM Manager to plan, project-manage, execute, and optimize our shopper-focused activities such as off-line brand /product events, in-store roadshows/super demo, EC customized digital campaigns, POSM design and production.

In this role, you will create localized brand awareness. You will work closely with fellow marketers, as well as the retail trade marketing, EC trade marketing, product/innovation marketing, QA, education, finance, Supply chain.

Ensure alignment between marketing and commercial team. Responsible for leading activities planning, processing, submissions, and tracking for performance. Manage liaison with external vendors, event organizers, production house etc.

Measure campaign effectiveness based on appropriate KPIs, obtain valuable, data-driven insights, and present program results to international and local team leads. The Manager acts as a liaison between the operational (Trade Marketing managers, Sales managers, etc.) and strategic (Brand development, Portfolio Strategy, sales channel strategy, Finance, etc.) arms of the organization.

Assessments and recommendations cover a host of areas including but not limited to:

  • Translate shopper insights, brand/portfolio/NPI objectives and channel strategy into an effective shopper conversion plan and activations.
  • Analyze brand & sales trends in the channels and customers.
  • Activation calendar for EC/Retail activities with planning, getting alignment, and execution.
  • EC, retail channel marketing spending tracking.
  • Customized activities based on EC and Retail request.
  • Brand Offline events, shopper campaigns, industry tradeshows, or co-branding projects. The Manager works closely with Retail trade marketing, EC trade marketing, Finance, and supply chain personnel.

Specific Key Responsibilities & Duties & Workload

Channel marketing activation calendar planning & execution

  • Translate shopper insights and brand/portfolio objectives into effective marketing activation calendars by Channel, deployment, and measurement.
  • Detail selling strategy, including item specifics, supplemented by portfolio insights, strategic rationale, selling points.
  • Co-build and execute a customer plan in line with brand and channel objectives. Build trade promotional and trade management modeling to maximize customer profitability.
  • Design and publish collateral material and get aligned with commercial team.
  • Customized activities such as co-branding, promotion, display on EC or Club channel

Shopper Marketing

  • Translate shopper insights, brand/portfolio objectives and channel strategy into an effective shopper conversion strategy.
  • Shopper Behaviour Understand how shoppers shop pre-intra-post purchase and how to optimize our shopper campaign.
  • Understand and influence communication tools/platforms and retail operations across top China customers including retail and EC .
  • Plan and execute shopper marketing campaign and develop assets for all partners, such as roadshows and skirts, EC PDP in alignment with brand strategy and communication message, VI guild-line.
  • Liaise with local and global marketing teams to ensure alignment of programs and to leverage global campaigns or assets if are relevant for China shoppers.
  • Assist in category and shopper development initiatives with the customer.

Brand offline events

  • Brand/PR Offline consumer connection events
  • Industry tradeshows
  • Cross-over co-branding/IP collaborations

Analysis & reports

  • Mine and organize POS, Shopper Intelligence, and additional data to track health of our assortment.
  • Mine and organize POS, Shopper Intelligence, and additional data to build and/or optimize promotional plans that maximize category growth and brand/customer profitability.
  • Activities effectiveness evaluation
  • Spending tracking

Key Performance Metrics

  • Brand awareness growth
  • Consumer engagement
  • Activation conversion and ROI
  • Product Launch execution and tracking
  • Strengthen relationship with cross-functional partners Knowledge, Skills & Abilities Requirements
  • Bachelor or above degree in an industry-appropriate field such as marketing or business administration
  • At least 5 years of working experience in marketing department with or within a multi-national corporation in FMCG or health-related industry. Event, Creative, digital agencies experience will be a plus.
  • End to end experience from portfolio optimization or lead new product launch to communication and activation execution.
  • Strong business acumen and passion for delivering results and continuous improvement.
  • Multi-lingual (English and Mandarin) with excellent communication, conflict resolution and analytical skills. International study background will be a plus.
  • Excellent time management skills (ability to multitask and manage deadlines and multiple stakeholder demands) with a strong sense of urgency and achievement
  • Highly effective project management, good capability of independent learning and collaborative spirit, able to work in levels of high stress and pressure
  • Consumer focused with interest in Health & Wellness and marketing field

Our values At Jamieson, our values are the guiding principles as to how we want to conduct ourselves and the behaviours we value as an organization. Accountability We do what we say.

We take personal ownership for our work and actions and its impact on others and the business.

Respect We do it together authentically and inclusively. We actively listen and engage each other, including diverse perspectives. Excellence We drive to a high standard for product, people and planet. We challenge the status quo and bring forward innovative ideas in the continuous pursuit of quality.

Agility We embrace change and act with flexibility.

We welcome new ideas and feedback, swiftly incorporating them to improve our performance.

External Focus: We continually seek understanding of forces that affect our business, customers, consumers, government, technology, competition and suppliers; We proactively solicit the views of the outside world on how we're doing and what to improve; We foster relations with outside influencers to gain proactive insight in the latest developments that could affect our business; We review and discuss necessary change regularly to incorporate it into our strategy.

职位:GTM 市场营销经理

部门:市场营销

汇报对象:市场营销总监,中国

工作地点:中国上海办事处

修改日期:2023年8月

公司概况

健美生是加拿大知名的健康和保健品公司,致力于成为全球最成功、最值得信赖的健康和保健品牌。

成立于1922年,健美生是一个值得信任的百年传承品牌,产品遍布全球50多个国家,并被认可为加拿大全民认可的消费保健品品牌。公司拥有包括Progressive、Precision、Iron Vegan、Smart Solutions 和 You-theory等品牌,主要产品为运动营养品和补充剂。欲了解更多信息,请访问公司官网.

中国是我们全球重点发展的市场之一,在过去三年出色增长的基础上,我们不多扩大并进一步聚焦中国团队的业务发展。健美生秉持100年的品质与信任、专业的监管以及全面灵活的产品组合,让我们有信心成为中国领先的健康和保健品牌。

总体职责

我们正在寻找一位积极进取,充满热情的市场推广(GTM)经理,负责规划、项目管理、执行和优化我们以购物者为中心的活动,包括线下品牌/产品活动、店内路演/超级展示、电子商务定制数字广告、陈列物料设计和制作。在这个角色中,您将创造本土化的品牌知名度。您将与其他团队成员以及零售渠道营销、电商渠道营销、产品/创新营销、质量、培训、财务和供应链等同事密切合作。

确保市场和营销团队的一致性。负责领导活动规划、流程、交付和绩效追踪。管理与外部供应商、活动组织者、制片厂等的联系。

基于适当的关键绩效指标(KPI)衡量活动效果,获取有价值的、数据驱动的见解,并向总部和本地团队领导展示活动结果。

该经理充当组织运营(渠道营销经理、销售经理等)和战略(品牌发展、产品组合战略、销售渠道战略、财务等)之间的联络人。评估和建议涵盖多个领域,包括但不限于:

  • 将消费者洞察、品牌/产品组合/NPI目标和渠道策略转化为有效的消费者转化计划和活动。
  • 分析渠道和客户的品牌和销售趋势。
  • 为 电商/零售活动制定活动日程表,并进行规划、协调和执行。
  • 跟踪电子商务和零售渠道的市场营销支出。
  • 根据电子商务和零售的需求定制活动。
  • 品牌线下活动、购物者活动、行业展览或联合品牌项目。

该经理将与零售渠道营销、电子商务渠道营销、财务和供应链人员密切合作。

具体职责

渠道市场营销激活日历规划和执行

  • 将消费者洞察和品牌/产品组合目标转化为有效的渠道、部署和测量营销活动日程表。
  • 详细说明销售策略,包括商品详情,并辅以产品组合见解、战略理由和卖点。
  • 与品牌和渠道目标一致,共同建立并执行客户计划。构建渠道促销和渠道管理模型,以最大化客户的盈利能力。
  • 设计和发布宣传材料,并与销售团队取得一致。
  • 定制活动,如联合品牌推广、促销活动、电商或会员渠道展示。

消费者营销

  • 将消费者洞察、品牌/组合目标和渠道战略转化为有效的购物者转化战略。
  • 消费者行为:了解消费者在购买前和购买后的购买行为,以及如何优化我们的消费者营销活动。
  • 了解并影响中国顶级客户(包括零售和 EC)的沟通工具/平台和零售运营。
  • 计划和执行购物者营销活动,并为所有合作伙伴开发资产,如路演和裙装、符合品牌战略和传播信息的EC PDP、VI指导线。
  • 与本地和总部市场团队联系,确保项目的一致性,并利用全球活动或资产(如果与中国购物者相关)。
  • 协助客户开展品类和消费者开发计划。

品牌线下活动

  • 品牌/公关线下消费者联系活动
  • 行业展会
  • 跨界联合品牌/IP合作

分析与报告

  • 挖掘并整理 POS、消费者情报以及其他数据,以跟踪我们的商品种类的健康状况。
  • 挖掘并整理POS、消费者情报和其他数据,以制定和/或优化促销计 我们的价值观 在健美生,我们的价值观是我们想要如何开展自己的行为,以及我们作为一个组织所重视的行为的指导原则。 责任感 我们说到做到 我们对自己的工作,及其对他人和企业的影响负责。 尊重 我们以真实和包容的方式共同开展工作。 我们积极倾听并相互包容,理解不同的观点。 卓越 对产品,人类和地球,我们始终追求最高的标准。 我们挑战现状,提出创新理念,不断追求质量。 敏捷 我们拥抱变化,灵活应变。 我们欢迎新的想法和反馈,并迅速整合以提高我们的绩效。
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