FMCG品牌經理人的一天 - 職場
By Enid
at 2015-05-24T16:57
at 2015-05-24T16:57
Table of Contents
本文為響應104+公益活動【百工的一天】而寫的分享文
各位不妨也去貢獻各行各業的一天噢!
--------------------------------------------------------------------
[為忠實呈現工作內容,本篇有大量中英交雜]
據我踏入職場多年的觀察,很多人都很好奇品牌經理人的工作內容,尤其是FMCG
marketing的相關職缺每到求職旺季總是會被翻出來一問再問,不管是新鮮人或是工作幾
年想轉換跑道的,人人擠破頭想進卻又不得其門而入,彷彿是行銷人的dream job,於是
乎各種神化想像。
我不能否認掛這職銜的beauty是存在的,但大部分時間其實沒有如此光鮮亮麗。
每年都要產出至少兩到三個brand plan/strategy plan,產出前必須吞食各種research
report,從頭檢視brand equity/market trend/consumer insight....,躲不過的
workshop腦力激盪,務求策略精準有憑有本。有了brand strategy才能落實到campaign,
每個campaign背後投入多少心力在籌備,跟多少third parties反覆會議來回fine tune,
從core idea到execution,從KPI setting到ROI review。
我的工作內容包山包海,從ATL到BTL,從廣告媒體公關到通路,別忘了還有當紅的
digital and social media,老實說我根本回答不出「妳都在做甚麼啊?」的這種籠統問
題,更歸納不出甚麼專長。所以我都說我的專長是打嘴砲,我用一張嘴(當然還有腦啦)凝
結眾人,deliver出大家所看到的品牌活動,幸運的話看能不能寫個報告送出國比賽拿個
global best practice這樣。
那麼我的一天到底是怎麼度過的呢?
0900-1000 打開outlook配早餐,檢查各專案進度,寫下本日to do list,享受短暫的幽
靜
雖小的話接下來就是開不完的會,大致可分成internal meeting跟agency meeting兩類
Intermal meeting以與會者類型說明
1) dep. meeting: 行銷部關起門檢視各品牌工作進度及重要議題討論
2) Sales and marketing meeting: 與業務部主管們update未來三個月至半年的品牌活動
3) Channel meeting: 與各通路負責業務討論各活動執行細項,trade marketing亦會列
席
Agency meeting以campaign進度分別說明 (含廣告/媒體/公關/活動)
1) Briefing: 各campaign的開始,brand team說明core idea & deliverables,agency
作筆記
2) Proposal: agency提案,brand team給予feedback,通常會進行數次修提
3) Execution: 執行中通常以電話/信件討論居多,也是brand team必須心理素質最強大
的時刻
4) Review: agency結案報告,是下次campaign的重要參考
但我的一天還包含了講不完的電話跟回不完的信.....有時回過神來簡直一團混亂。
所以說這工作的門檻是高的,working load是重的,一心多用是基本的,EQ高一點比較好
,搭配超脫豁達的人生觀跟天馬行空的創意胡謅(阿不就嘴砲...),會讓一天過得比較快
樂。
至於品牌經理人需要的心理素質? 必要條件? It's another story ....
--
各位不妨也去貢獻各行各業的一天噢!
--------------------------------------------------------------------
[為忠實呈現工作內容,本篇有大量中英交雜]
據我踏入職場多年的觀察,很多人都很好奇品牌經理人的工作內容,尤其是FMCG
marketing的相關職缺每到求職旺季總是會被翻出來一問再問,不管是新鮮人或是工作幾
年想轉換跑道的,人人擠破頭想進卻又不得其門而入,彷彿是行銷人的dream job,於是
乎各種神化想像。
我不能否認掛這職銜的beauty是存在的,但大部分時間其實沒有如此光鮮亮麗。
每年都要產出至少兩到三個brand plan/strategy plan,產出前必須吞食各種research
report,從頭檢視brand equity/market trend/consumer insight....,躲不過的
workshop腦力激盪,務求策略精準有憑有本。有了brand strategy才能落實到campaign,
每個campaign背後投入多少心力在籌備,跟多少third parties反覆會議來回fine tune,
從core idea到execution,從KPI setting到ROI review。
我的工作內容包山包海,從ATL到BTL,從廣告媒體公關到通路,別忘了還有當紅的
digital and social media,老實說我根本回答不出「妳都在做甚麼啊?」的這種籠統問
題,更歸納不出甚麼專長。所以我都說我的專長是打嘴砲,我用一張嘴(當然還有腦啦)凝
結眾人,deliver出大家所看到的品牌活動,幸運的話看能不能寫個報告送出國比賽拿個
global best practice這樣。
那麼我的一天到底是怎麼度過的呢?
0900-1000 打開outlook配早餐,檢查各專案進度,寫下本日to do list,享受短暫的幽
靜
雖小的話接下來就是開不完的會,大致可分成internal meeting跟agency meeting兩類
Intermal meeting以與會者類型說明
1) dep. meeting: 行銷部關起門檢視各品牌工作進度及重要議題討論
2) Sales and marketing meeting: 與業務部主管們update未來三個月至半年的品牌活動
3) Channel meeting: 與各通路負責業務討論各活動執行細項,trade marketing亦會列
席
Agency meeting以campaign進度分別說明 (含廣告/媒體/公關/活動)
1) Briefing: 各campaign的開始,brand team說明core idea & deliverables,agency
作筆記
2) Proposal: agency提案,brand team給予feedback,通常會進行數次修提
3) Execution: 執行中通常以電話/信件討論居多,也是brand team必須心理素質最強大
的時刻
4) Review: agency結案報告,是下次campaign的重要參考
但我的一天還包含了講不完的電話跟回不完的信.....有時回過神來簡直一團混亂。
所以說這工作的門檻是高的,working load是重的,一心多用是基本的,EQ高一點比較好
,搭配超脫豁達的人生觀跟天馬行空的創意胡謅(阿不就嘴砲...),會讓一天過得比較快
樂。
至於品牌經理人需要的心理素質? 必要條件? It's another story ....
--
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at 2015-05-24T12:48
at 2015-05-24T12:48
28日就博會 8千職缺 均薪3.9萬
By Emily
at 2015-05-24T12:05
at 2015-05-24T12:05