Kellogg Regional Brand Experience Leader in Singapore

Grow with us as a Regional Brand Experience Leader and influence the business and our well-loved brands. Working in a global organisation, you'll have the opportunity to shape the future for Kellogg's, and work on a variety of exciting legal projects to support the Asia business.

Role is 60% strategic and 40% operational

The role is primarily responsible for driving the Perfect Store / Perfect Service pillar in the global strategic priorities by designing and delivering homogenous brand experience across all brand touch points of the consumer / shopper.

Brand experience covers availability and engagement, ensuring that effective brand engagement with consumers and shoppers is consistent across all the relevant touch points including retail touch points – online / E-commerce, brick and mortar retail channels (Supermarkets, Hypermarkets, Convenience Stores), Away from Home/Speciality Channels – and non-retail touch points – outdoor sampling, pop-up retail and away from home channels (hotels, restaurants, Offices, Cafes etc.)

  • Develop and implement a Brand Engagement Toolkit to serve as an execution guide detailed based on the shopper 5Ps. This covers

  • Insights behind the guidelines on how a touch point influences shopper behaviors

  • POSM guide - Visual look and feel for the Kellogg brand across different touch points and visual hotspots in stores.

  • Shopper Call-to-Action Message differentiated by channel and by customer ( as necessary) based on the touch point placement

  • Customer / Trade Proposition and selling story to aid markets in landing the guidelines

  • Craft a pipeline of sales innovation to ensure future readiness of AP sales capabilities including new technologies and modes of engagement with shoppers to enhance their experience of Kellogg brands across O2O platforms. – eg. VR / AR, online gaming commerce

  • Co-develop the Customer Proposition and JBP plans for the top 17 customers with the BU teams in the market

  • Support markets to build capabilities on

  • Driving brand reach and distribution using and effective RTM and other brand partnerships

  • Customer engagement and JBP development

  • Commercial operations planning and shopper engagement planning

  • No Relocation assistance

As well as a hunger to succeed and grow, you must be able to meet the following;


  • Bachelor's degree and above.

  • Over 10 years Food industry marketing backgournd with NPD experience

  • Solid Marketing experience is essential, expertise in brand equity management, innovation development & marketing execution

  • Proven ability to manage multiple innovation projects from front end discovery & ideation through to excellent in market execution

  • Experience in leading & collaborating with cross functional teams to bring ideas to market.

  • Results orientation with optimistic mindset and strong project management skills

  • Strong analytical skills and financial acumen

  • Ability to build relationships across all levels of the business

  • Excellent presentation skills

  • Knowledge about food / food ingredient, manufacturing process.

Title: Regional Brand Experience Leader

Location: Singapore

Requisition ID: MAR001775

Job Function: Marketing

Job Type: Professional

Closing Date: May 25, 2018, 11:59:00 PM

Relocation Assistance: No