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Evolution of a
Brand Manager
KEYNOTE
Rikhia Chakraborty
REGIONAL CATEGORY MARKETING MANAGER
RECKITT
SINGAPORE ~ SEPTEMBER 15 - 16, 2022
DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
Who am I ? And why am I
relevant?
oManagement Trainee at GSK Middle East
oJunior Brand Manager at GSK Middle East
oRegional Brand Manager GSK SouthEast Asia
oGlobal Senior Brand Manager Reckitt
oRegional Category Marketing Manager SouthEast Asia- Reckitt
Who are we now?
Pre 2014
Traditional
Marketing Focus
2015
Mimicking look-alike
audiences- Facebook*
2018
Can there be a “digital
only” campaign?
2022
No Turning back
https://www.matchnode.com/blog/history-of-facebook-ad-strategy/#:~:text=Rise%20of%20Facebook%20Ads%2C%20Page,marketing%20channels%20available%20to%20brands.
Traditional marketing core values
▪Brand Mission, value and brand personality
▪Being authentic, consistent and relevant
▪Consumer Journey
▪Storytelling differently
>>Product/service: Quality and future proof
Let’s talk about relevance
▪Learn/unlearn skills
▪Agility and data
▪Consumers dictate – live with it
▪Take risks
Bluntly and
simply put -
authenticity
Consumer
Journey-
continuously
improve
The Aha
moment!
To Recap
Evolve:
1)Brand Mission, Personality and tonality →Authenticity is still valued
2) Consumer journey → Continuously scrutinize data, listen in to your
consumers, amalgamate and improve and tell your story
3)Continue refining consumer insights → for new opportunities
Still Holds True
Evolve and Explore
RIKHIA CHAKRABORTY
Evolution of a Brand Manager - Rikhia Chakraborty, Reckitt

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Evolution of a Brand Manager - Rikhia Chakraborty, Reckitt

  • 1. Evolution of a Brand Manager KEYNOTE Rikhia Chakraborty REGIONAL CATEGORY MARKETING MANAGER RECKITT SINGAPORE ~ SEPTEMBER 15 - 16, 2022 DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
  • 2. Who am I ? And why am I relevant? oManagement Trainee at GSK Middle East oJunior Brand Manager at GSK Middle East oRegional Brand Manager GSK SouthEast Asia oGlobal Senior Brand Manager Reckitt oRegional Category Marketing Manager SouthEast Asia- Reckitt
  • 3. Who are we now? Pre 2014 Traditional Marketing Focus 2015 Mimicking look-alike audiences- Facebook* 2018 Can there be a “digital only” campaign? 2022 No Turning back https://www.matchnode.com/blog/history-of-facebook-ad-strategy/#:~:text=Rise%20of%20Facebook%20Ads%2C%20Page,marketing%20channels%20available%20to%20brands.
  • 4. Traditional marketing core values ▪Brand Mission, value and brand personality ▪Being authentic, consistent and relevant ▪Consumer Journey ▪Storytelling differently >>Product/service: Quality and future proof
  • 5. Let’s talk about relevance ▪Learn/unlearn skills ▪Agility and data ▪Consumers dictate – live with it ▪Take risks
  • 6. Bluntly and simply put - authenticity
  • 9. To Recap Evolve: 1)Brand Mission, Personality and tonality →Authenticity is still valued 2) Consumer journey → Continuously scrutinize data, listen in to your consumers, amalgamate and improve and tell your story 3)Continue refining consumer insights → for new opportunities