Job Description

COMPANY DESCRIPTION
As Singapore’s leading supermarket retail player and a household name close to all, we have grown with you over the years. It is now your turn to grow an exciting new career and fulfil your aspirations with us. Join us as we embark on a journey to make lives better for our customers, community, environment and employees. At NTUC FairPrice, we offer you more than just a job. We are committed in giving our employees a rewarding career through comprehensive development opportunities. We promise a wonderful workplace culture with ample opportunities for growth at different levels of your career. Every of our 10,000 employees across Singapore is important. If the prospect of working in an organization at the forefront of retail technology and innovation excites you, look no further. Grow your career with us today and make a difference. .
DESIGNATION : Lead, Consumer Branding

RESPONSIBILITIES
As the Brand Custodian in FairPrice Group (FPG), the candidate is responsible for developing, managing and maintaining FPG’s consumer brands’ visual identity and brand positioning across multiple channels and corporate assets. The brands include, but not limited to, FairPrice, FairPrice Finest, FairPrice Xtra, Finest Gourmet, FairPrice Xpress, Cheers, Unity, Link Rewards, Kopitiam, Foodfare, as well as FairPrice Group. He/She will be responsible for ensuring that the respective brands’ identity accurately reflects its positioning and business philosophy, which will include implementation, supervision and approval of brand marks in retail outlets, digital assets, and internal and external partner channels. He/She will be responsible for championing internal and external relationships to deliver a consistent brand experience, and also to think strategically about FPG’s brands’ visual identity and design, and how these brands can continue to remain relevant and differentiated in today’s challenging environment. He/she will have to demonstrate enthusiasm, commitment, and high energy in being a steward of FPG’s brands across all customer touch-points. He/She will also need to be digitally savvy and be knowledgeable with retail and branding trends, as well as with consumer research. The scope of work includes:

• Brand strategy, including the setting of brand guidelines, brand vision, style guides and value proposition
• Format development - Lead on branding strategy and execution for new formats (i.e. Finest Gourmet) and product lines (i.e. Live Free From)
• Format reinvention - Lead the branding strategy and execution for existing formats’ re-branding and re-positioning.
• Ensure the correct and consistent application of FPG’s brands in all communications
• Managing the budget for branding and marketing items
• Support the Channels/CX Division through in-store brand storytelling for key new store launches

QUALIFICATIONS
EDUCATIONAL QUALIFICATIONS & EXPERIENCE

• Bachelor’s degree required in Business, Advertising, Marketing or Communications. MBA preferred
• 10+ years of experience in a branding/marketing role, preferably in an FMCG or advertising agency capacity
• Demonstrated experience with branding strategy, design and communications

PERSONAL CHARACTERISTICS & BEHAVIOURS

• Able to lead effectively
• Able to work independently
• Manage and coach the team
• Thrives in an environment without a set playbook
• Excellent organizational skills, with the ability to balance competing priorities
• Effective presenter and influencer
• Team player and ability to collaborate and work effectively with a variety of stakeholders etc

OTHER INFORMATION
Working Location: NTUC FairPrice Hub, 1 Joo Koon Circle