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Purpose of the Role

The Marketing Manager – Energy Segment Brands is responsible for driving growth, brand strength and execution excellence across the Energy segment within the Beverage Business Unit. This role owns the day-to-day marketing leadership for assigned Energy brands and translates BU and Group strategy into brand plans, campaigns, consumer activation, trade execution and innovation delivery. This is a highly commercial and execution-driven role. The Marketing Manager must understand Myanmar's energy drink market, GT channel realities, youth culture, consumption occasions, competitor activity, pack-price dynamics and brand switching behaviour. The role is accountable for building awareness, driving trial, strengthening repeat and improving brand performance in-market.

Responsibility

Brand Strategy & Planning

• Develop annual brand plans for assigned Energy segment brands, aligned with BU and Group strategic direction.
• Define brand roles within the Energy portfolio, including mainstream, premium, student, female, coffee-energy and activation-led propositions.
• Support Energy segment portfolio review, including pack-price strategy, SKU prioritisation, brand architecture and innovation pipeline opportunities.
• Identify growth opportunities by occasion, consumer segment, region, channel and competitive weakness.
• Work with Sales and Trade Marketing to translate brand priorities into channel-specific plans for GT, wholesale, MT, CVS, and event-led channels.

Brand Building & Consumer Activation

• Lead full-funnel campaign execution across ATL, BTL, digital, OOH, POSM, events, sampling, sponsorships and retail activation.
• Develop sharp creative and activation briefs based on clear consumer tension, brand role and occasion strategy.
• Manage creative, media, digital, event, activation and production agencies to deliver work that is distinctive, executable and commercially relevant.
• Build stronger consumer association for Energy brands across relevant demand spaces such as stamina, confidence, courage, youth culture, work energy, study energy, gaming, night occasions and refreshment.
• Ensure consistency of brand assets, logos, packaging cues, POSM, OOH, event visibility and digital content across consumer touchpoints.

Commercial & A&P Management

• Track assigned brand performance, including volume, NSR, market share, distribution, offtake, pricing, promotion and competitive activity.
• Manage assigned A&P budgets, including campaign phasing, monthly tracking, spend discipline and ROI review.
• Partner with Sales and Trade Marketing to develop channel investment priorities, promotional mechanics, visibility plans and activation standards.
• Participate in monthly brand performance reviews and provide clear diagnosis, corrective action and next-step recommendations.
• Ensure brand activities are linked to commercial outcomes such as trial, repeat, distribution gain, outlet visibility, rate of sale and volume delivery.

Innovation & Insights

• Support consumer research for Energy brands, including usage & attitude studies, concept testing, product testing, post-launch evaluation and campaign evaluation.
• Develop innovation and renovation briefs for new variants, new packs, new claims, new occasions and new consumer segments.
• Work with R&D, Sales, Trade Marketing, Supply Chain, Finance and agencies to execute NPD from concept to launch.
• Translate consumer and shopper insights into actionable implications for brand positioning, flavour, pack, price, claim, communication and channel strategy.
• Monitor energy drink competitors, including pricing, promo mechanics, sponsorships, OOH, retailer visibility, youth activation and new product launches.

Execution Discipline

• Convert Energy brand plans into practical execution toolkits for field sales, distributors, agencies, event teams and trade partners.
• Ensure all campaigns and activations are POSM-ready, channel-ready and field-ready before launch.
• Conduct regular market visits to assess distribution, visibility, pricing, competitor activity, retailer feedback and activation quality.
• Identify gaps between strategy and execution, then work quickly with cross-functional teams to close them.
• Drive a test-and-learn approach across sampling, event activation, consumer promotion, digital content and retail visibility.

People & Cross-functional Leadership

• Coach junior marketers, agency teams and activation partners supporting the Energy portfolio.
• Work closely with Sales, Trade Marketing, Finance, R&D, Supply Chain, Procurement, Legal and external partners.
• Influence cross-functional teams through clear diagnosis, commercial logic and practical execution plans.
• Support stronger marketing standards, faster decision-making and better brand discipline within the BU.

Experience: 8 - 11 years of progressive FMCG marketing experience.

Category Exposure: Experience in beverages, energy drinks, CSD, coffee, youth brands, tobacco-alternative categories, personal care or other high-velocity consumer categories.
Market Exposure: Strong understanding of Myanmar GT-heavy retail structure, fragmented distribution, youth culture, media habits and local activation landscape.

Functional Exposure: Experience in campaign development, event activation, sponsorships, sampling, digital content, agency management and retail visibility. Exposure to NPD, variant launches, pack-price strategy and consumer research is strongly preferred.
 

Skills & Competencies 

• Energy Category Understanding: Understands occasions, need states, flavour expectations, pricing, pack formats and competitive codes in energy drinks.
• Brand Building: Able to develop clear brand propositions, campaign briefs, activation ideas and portfolio roles.
• Commercial Acumen: Comfortable reading sales trends, distribution, market share, pricing, promo, A&P spend and ROI indicators.
• Execution Discipline: Strong ability to turn strategy into visible market execution across GT, OOH, events, POSM and digital.
• Consumer & Culture Fluency: Understands youth behaviour, local culture, digital trends, music, sport, gaming, work-energy occasions and social influence.
• Agency Management: Able to manage creative, media, digital, event, activation and production partners effectively.
• Cross-functional Influence: Able to align Sales, Trade, Finance, R&D, Supply Chain and agencies without relying only on authority.
• Myanmar Market Fluency: Understands Yangon vs. upcountry differences, GT outlet influence, wholesaler dynamics, retailer execution and price sensitivity.

What Makes This Role Different

This is not a brand maintenance role. The Marketing Manager – Energy Segment Brands is expected to drive stronger brand sharpness, faster execution, better A&P discipline and more effective consumer activation across one of the most commercially important beverage segments. The role requires a marketer who can balance brand building with street-level execution — someone who understands both the consumer idea and the cooler, shelf, signboard, wholesaler, event and outlet reality.