FMCG品牌經理人的一天 - 職場
By Bethany
at 2015-05-25T18:55
at 2015-05-25T18:55
Table of Contents
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行銷類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
夢幻職業,於是乎各種神化想像。
我不能否認掛這職銜的誘因(美麗)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品牌計畫/品牌策略,產出前必須吞食各種相關
報告,從頭檢視品牌資產、市場趨勢、消費者洞察....,躲不過的群體腦力激盪
,務求策略精準有憑有本。有了品牌策略才能落實到活動,每個活動背後投入多
少心力在籌備,跟多少第三方(代理商或廣告公司)反覆會議來回微調,從想法到
執行,從KPI 設定到ROI 檢視。
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
當紅的數位媒體和社群網站,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,規劃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全球最佳企劃這樣。
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,寫下本日應做事項,享受短暫的
幽靜雖小的話接下來就是開不完的會,大致可分成內部會議跟代理商會議兩類
內部會議以與會者類型說明
1) 部門會議: 行銷部關起門檢視各品牌工作進度及重要議題討論
2) 業務協調會(通路行動計畫): 與業務部主管們報告未來三個月至半年的品牌活動
3) 通路會議: 與各通路負責業務討論各活動執行細項,通路企劃課亦會列席
代理商以活動進度分別說明 (含廣告/媒體/公關/活動)
1) 簡報: 各活動的開始,產品課說明產品精神和執行想法,代理商作筆記
2) 初提: 代理商提案,產品課給予回饋,通常會進行數次修提
3) 執行: 執行中通常以電話/信件討論居多,也是產品課必須心理素質最強大的時刻
4) 檢視: 代理商結案報告,是下次活動的重要參考
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,工作內容是重的,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?這就是另一個故事了
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