Jill Yeap Xi Mun

Roles & Responsibilities P&L and KPI Ownership - Drive financial performance, ensuring profitability and KPI achievement across MYSG - Oversee marketing budget management, optimizing resource allocation and ROI Strategic Marketing Leadership - Define and steer the long-term brand vision, identifying strategic opportunities for category expansion - Lead and develop annual and long-term brand strategies align with consumer/market trends and business priorities, shaping portfolio growth and refining 4Ps Integrated Communication & Campaign Development - Lead omnichannel campaign planning, collaborating with agency partners to ensure seamless execution and encourage innovation/differentiation in marketing strategies - Maintain consistent brand messaging, ensuring alignment with business objectives Media Strategy & Consumer Insights - Leverage market intelligence, competitive benchmarking, and consumer research to inform strategic marketing decisions - Continuously refine advertising, media investments, and brand-building strategies based on evolving trends Cross-Functional Collaboration & GTM Execution - Work closely with global teams, trade marketing, sales, and supply chain to execute category plans, GTM strategies, and innovation launches - Ensure seamless integration of marketing initiatives within broader business operations Innovation & Category Growth - Identify and drive innovation opportunities, ensuring competitive differentiation and market expansion - Collaborate with key stakeholders to ensure new product developments align with growth objectives Performance Tracking & Continuous Optimization - Monitor campaign and brand performance, fine-tuning media investment, promotional strategies, and execution effectiveness - Conduct business reviews, driving measurable impact while adapting to market shifts People Leadership & Team Development - Develop high-performing teams, fostering a culture of collaboration, innovation, and continuous learning

Roles & Responsibilities Strategic Category Leadership - Drive innovation roadmap for the Home Care category, identifying emerging trends and unmet consumer needs. - Develop and execute long-term category strategies, ensuring alignment with business objectives and market dynamics. - Lead portfolio optimization, balancing core product performance with breakthrough innovations to maximize growth opportunities. Innovation & Product Development - Spearhead new product development (NPD), collaborating with R&D, supply chain, and marketing teams to bring disruptive innovations to market. - Oversee concept ideation, feasibility studies, and commercialization, ensuring seamless execution from idea to shelf. Market Intelligence & Consumer Insights - Leverage data analytics and consumer research to identify whitespace opportunities and refine innovation strategies. - Translate insights into actionable strategies, ensuring innovations resonate with evolving consumer behaviors and preferences. Cross-Functional Collaboration & Stakeholder Management - Ensuring alignment on innovation priorities and execution excellence with key stakeholders - Lead cross-functional collaboration with R&D, procurement, regulatory, and commercial teams to accelerate innovation pipelines. - Manage relationships with external partners, suppliers, and agencies, fostering co-development opportunities and strategic alliances. Financial & Commercial Acumen - Oversee P&L management, ensuring innovation investments drive sustainable profitability. - Develop business cases for new innovations, securing leadership buy-in and investment approvals. Execution Excellence & Go-to-Market Strategy - Lead end-to-end innovation execution, ensuring timely product launches and effective market entry strategies. - Monitor post-launch performance, refining strategies based on market feedback and sales analytics.

Roles & Responsibilities Strategic Brand Planning - Develop annual brand strategies align with consumer/market trends and business objectives to unlock growth Data-Driven Decision Making & Market Intelligence - Oversee the evaluation and optimization of the marketing mix, leveraging data insights from Nielsen, Kantar, Brand Health Track, Euromonitor, Mailer Track, consumer research, and digital analytics to inform strategic direction - Champion a data-led marketing culture, embedding analytics into decision-making to improve brand performance and ROI Brand Campaign Leadership - Lead the development and execution of brand campaigns from creative brief to media planning, ensuring regional alignment, effective agency collaboration, and seamless cross-functional coordination - Ensure consistent brand messaging and positioning across all touchpoints Business Performance & Portfolio Management - Lead monthly and quarterly business reviews, identifying gaps and growth opportunities - Responsible for P&L management, optimizing A&P expenditure to ensure commercial efficiency and investment prioritization Cross-Functional Influence & Commercial Collaboration - Working closely with sales, supply, regulatory, finance, and regional marketing teams to align on business strategies and execution excellence Financial Acumen & P&L Management - Oversee budget allocation, maximize ROI for brand-building initiatives - Analyze financial performance metrics, translating insights into actionable strategies that improve revenue and cost efficiency Stakeholder & Leadership Engagement Collaborate with key leadership/stakeholders to align brand strategies/objectives

Roles & Responsibilities Brand Strategy & Growth - Support and execute brand strategies to drive growth and strengthen brand equity. - Continuously refine the marketing mix, leveraging insights from internal and external data sources (e.g., Nielsen, Kantar, Millward Brown Brand Health Track, Euromonitor, Mailer Track, Home Visits, FGDs) to optimize performance. Campaign & Product Launch Execution - Lead the development and implementation of brand launches and integrated marketing campaigns, collaborating with regional teams, key agencies, and cross-functional departments to bring impactful big ideas to life. - Ensure seamless execution of marketing initiatives, maintaining alignment across creative, media, digital, and promotional strategies. Performance Evaluation & Optimization - Monitor and analyze brand, new launches, and campaign performance, providing actionable recommendations to enhance future planning and maximize ROI. - Identify emerging trends and consumer insights, translating them into strategic adjustments that reinforce brand relevance and market competitiveness. Business Reviews & Opportunity Identification - Lead monthly and quarterly business reviews, pinpointing market gaps and business opportunities while collaborating with cross-functional teams to implement solutions. Marketing Execution & Stakeholder Collaboration - Oversee day-to-day marketing activities, ensuring the smooth execution of advertising and promotional strategies, managing agency relationships, and optimizing selection, briefing, and evaluations for marketing needs. - Cultivate strong partnerships across sales, production, regulatory, and regional marketing teams to drive synergy and efficiency. Financial Management & P&L Oversight - Manage the brand portfolio P&L, maintaining financial discipline while monitoring A&P expenditure to align with fiscal objectives and maximize profitability

Roles & Responsibilities Strategic Brand Planning - Develop short- and long-term brand strategies (3 to 5 years) to unlock growth opportunities and strengthen category presence. Marketing Execution & Performance: Drive both day-to-day operations and long-term strategic marketing efforts to achieve brand, profit, and market share objectives. Cross-Functional Leadership: Lead collaborative initiatives across Sales, Production, Regulatory, and other departments to ensure seamless execution of marketing strategies. Agency & Partner Management: Spearhead partnerships with creative, media, digital, and promotional agencies, ensuring alignment on annual brand plans and impactful marketing initiatives. Category & Regional Collaboration: Maintain constant engagement with category marketing and regional teams to facilitate brainstorming, strategic alignment, and performance tracking. Marketing Mix Execution: Oversee the end-to-end implementation of i360 marketing campaigns, including TVC, PR, Events, Digital, Expert engagement, Trade promotions, and packaging development. Budget & Forecast Management: Develop and control monthly expenditure budgets to ensure alignment with financial plans. Participate in monthly SKU forecasting, optimizing demand planning within business processes. Innovation & Product Development: Work closely with regional and category teams, production, and key stakeholders to identify new product opportunities and develop launch strategies. Manage cross-functional coordination to ensure successful execution of product launch milestones. Performance Monitoring & Sales Alignment: Continuously track brand performance, analyze sales data, and collaborate with Sales Management to refine brand strategies and drive sustainable growth. Advertising & Promotions Execution: Lead the day-to-day implementation of marketing campaigns, ensuring timely execution of planned advertising and promotional activities.