Role Purpose

The Senior Marketing Controlling manager – MU ASEAN plays a strategic role in driving the financial performance of the marketing function. This role partners closely with local Marketing, local Finance and EM teams to ensure optimal allocation of marketing investments, robust financial planning, and informed decision-making. The Senior Marketing Controller provides financial insights, leads budget processes, evaluates marketing ROI, and ensures compliance with financial policies.

Key Responsibilities

• Financial Planning & Budget Management
  • Lead marketing budget and innovation planning processes.
  • Build, challenge, and validate marketing financial forecasts, ensuring alignment with business objectives.
  • Monitor monthly spending, identify variances, and provide actionable insights to marketing team/leadership.
  • Ensure marketing expenditures remain within budget and adhere to company financial guidelines.
• Marketing Performance & ROI Analysis
  • Evaluate financial impact of Launch and Relaunch products.
  • Evaluate financial impacts of marketing campaigns and brand activities.
  • Partner with marketing to prioritize initiatives based on financial performance and strategic value.
• Business Partnership
  • Serve as the primary finance partner for Marketing team and Brand Managers.
  • Influence decision-making by translating financial data into clear commercial recommendations.
  • Support cross-functional teams during product launches, pricing reviews, and category strategies.
  • Guide marketing teams on financial discipline, cost efficiency, and value creation.
  • Guide and coordinate with local finance for Trade Marketing and eCommerce marketing budget.
• Reporting & Performance Tracking
  • Lead monthly closing for Marketing budget related.
  • Prepare monthly performance reports, marketing budget dashboards and category profitability, highlighting risks, opportunities, and corrective actions.
  • Provide post-implementation financial reviews for campaigns and product launches.
  • Track Marketing budget key metrics such as %Digital WM, abs NWM, %ATL to total MB.
• Digitalization & Process Simplification
  
  • Identify opportunities for planning simplification, digital transformation and process automation.
  • Planning, executing, and delivering digital dashboard/process that enhance operational efficiency, and enable data-driven decision-making.
  • Drive change management efforts including training, user adoption, and post-implementation support.
• Compliance & Controls
  
  • Ensure adherence to internal financial control frameworks and external accounting regulations.
  • Maintain accurate financial records and authorize marketing-related expenses.
  • Support audits on Marketing / Media related topics.