Magelang
Rp2 jt – Rp3 jthari ini
Job Summary
The Head of ATL is responsible for leading the development, governance, and execution of Above-The-Line (ATL) brand communication to ensure consistent, compelling, and compliant brand presence across all mass media and key consumer touchpoints. This role translates brand strategy into high-impact creative assets, safeguards brand identity and messaging integrity, and ensures seamless alignment across media, retail, and activation channels to support brand equity, consumer engagement, and business growth.
Brand Identity, Messaging & Governance
Lead and continuously update brand identity, brand codes, and tone of voice by defining visual systems, messaging principles, and emotional positioning aligned with HQ brand guides to ensure long-term brand consistency and recognition.
Ensure alignment of brand messaging, visual tone, and consumer experience across ATL media, POS, and key touchpoints through structured reviews and governance controls to protect brand equity.
Develop education messages and communication narratives by translating emotional and functional brand benefits into clear storytelling that resonates with target audiences across the consumer journey.
Validate message consistency with brand purpose, positioning, and strategic objectives by reviewing communication materials to ensure coherence and strategic relevance.
ATL Creative Strategy & Asset Development
Develop and manage end-to-end ATL creative assets by translating media briefs into design direction, guiding mockups and storyboards, and finalizing assets per channel format to support effective media execution.
Ensure alignment of creative assets with integrated campaign design and media plans across ATL, digital, and activation channels to deliver a unified brand experience.
Incorporate educational, promotional, and conversion triggers into creative designs to strengthen communication clarity, engagement, and campaign effectiveness.
Design brand presence blueprints and on-ground story arcs by structuring messaging flow from awareness to conversion to enhance campaign impact across consumer touchpoints.
Creative Review, Quality Control & Compliance
Review and approve marketing, sales, packaging, and POSM assets by ensuring compliance with brand guidelines, regulatory standards, and language accuracy to mitigate reputational and legal risk.
Conduct internal reviews and pre-tests including concept testing and copy checks by coordinating with relevant stakeholders to improve creative effectiveness before deployment.
Perform quality control and ensure timely delivery of finalized assets to media partners to support smooth execution and on-time campaign launches.
Cross-Functional & External Collaboration
Engage influencers, partners, and relevant organizations to extend message credibility and authenticity through aligned storytelling and compliant brand representation.
Collaborate with Scientific Regulatory and Corporate Communication teams to implement approved creative changes and ensure aligned execution across functions.
Capability Building & Supporting Responsibilities
Provide training, guidance, and brand governance support to internal teams and agencies to ensure correct application of brand guidelines and consistent execution standards.
Support asset optimization and knowledge management by archiving creative materials in a centralized repository, conducting periodic brand audits, and recommending improvements based on performance feedback and trends.
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