COMPANY BACKGROUND

• Worldwide #2 in the Premium Spirit & Wine Industry, Pernod Ricard has a wide portfolio of premium brands, across the whisky, champagne, cognac, and white spirits categories.
• Pernod Ricard Japan K.K. (PRJ) is a company founded in 1990 in Tokyo, Japan, as a fully owned subsidiary of Pernod Ricard Asia S.A. It is importing 30+ brands in Japan.
• Competing with large local players, Pernod Ricard Japan is aiming at being the fastest growing international Premium+ spirits and wine player in the market as defined in its 3-Year plan.
• Hence, while reinforcing investments in leading footholds in key categories (super premium whiskies, ultra-premium gin & champagne), the Company is looking at igniting several additional brands within the next 3 years.
• As a lead market for the Group (within top 10), PR Japan is therefore strongly engaged into the implementation of the Transform & Accelerate Corporate Ambition – with significant impact on Marketing operations, in terms of: increased # of brands activated, scaled-up investment, precision in consumer touchpoints allocation, monitoring of the marketing mix efficiency.

THE PORTFOLIO IN SCOPE

• The Deacon (Scotch Whisky), Bumbu (Rum), Luc Belaire & Café de Paris (Sparkling Wine)

JOB PURPOSE

• Contribute to the growth of the brands, through strong consumer recruitment and equity building

RESPONSIBILITIES

• With the support of the Marketing Manager, the Brand Manager is responsible for the design and execution of the brands' strategies.
• While the top priority is the increase of the brand equity through Experience and Visibility programs, he/she is also in charge of the design & implementation of strong trade programs driving sales and profitability.

Brand Strategy and Planning

• Develop effective and creative annual brand plans in line with the local & global brand strategies and objectives, in close collaboration with the Marketing Manager, Brand Director, PRJ sales team and brand companies.
• Prepare key brand presentations (including pre-budget, quarterly brand plans, business analysis & reviews) to a consistently high level, offering fresh strategic insights and creative thinking to meet our objectives.
• Update Brand Companies on Japan strategies and plans.

Activation planning, implementation & evaluation

• With the support of the Marketing Manager, define the most efficient investment mix across touchpoints to return on sales growth & equity building.

In more details, develop and implement the following:
✓Modern On-Trade (bar) promotion planning (Visibility & Activation) in collaboration with Trade Marketing & Sales teams
✓Off-Trade (Liqour Specialist, super market) & E-Commerce promotion planning (Visibility & Activation) in collaboration with Trade Marketing & Sales teams
✓Consumer events/ experiences - in collaboration with Visual Merchandising team
✓Local Celebrity (Nonen Reina/NON), PR plan and activation, sponsorships for Café de Paris
✓CRM, Consumer and Trade Mentoring programs - in collaboration with Brand Ambassadors
✓Café de Paris SNS account management in collaboration with Digital Team

• Ensure a strong buy-in of Commercial and Trade Marketing teams to the plans, in order to secure a strong roll out.
• Provide qualitative and quantitative evaluations of below-the-line marketing activations both in terms of return on Sales and return on Equity.
• Monitor brand equity evolution, with the support of the Head of strategic planning & consumer insights, in order to ensure any changes are required within the agreed timescale and budget.
• Monitor and control operating costs and A&P expenditures to ensure alignment with agreed budgets/latest estimate.

Project Management

• Build strong relationship with other teams at Pernod Ricard Japan, in particular with Marketing, Trade Marketing, Commercial and Finance teams.
• Build strong relationships with the brand companies to ensure the necessary support for the success of marketing programs in Japan
• Manage suppliers / business partners, ensuring all executions are complient with brand strategy and guideline.

Organization:

• Reporting to the Marketing Manager, Specialty Brands, working very closely with two Brand Ambassadors (The Deacon, Bumbu, Luc Belaire)

Education:

• 4-year university graduate or above

Language:

Native Japanese and fluent English in speaking / reading / writing – must have excellent level of English, as this role requires regular interactions with international stakeholders as well as the preparation / presentations of extensive decks in English.

Background:

• Min 3 years' experience in Marketing as Assistant Brand Manager or Brand Manager with proven success in Brand Building.
• FMCG preferred. Experience in wine and spirits is a plus.

Experience:

• Solid brand building expertise
• Strong media expertise with digital acumen
• Brand event, leveraging celebrities' presence
• Interest / qualification in alcohol, especially in wine is plus

Key Competencies:

• Passionate for brands & brand building
• Strategic, business & transversal mindset, logical / critical thinking
• Result driven and consumer focused
• Strong planning & organising skills
• Creativity, entrepreneurship, pro-activity
• Relationship-building & coordination, team player
• Open-minded, outgoing personality, excellent networking skills
• Interest in luxury and attention to detail

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