Brand Manager

The Brand Manager is responsible for building, governing, and amplifying the brand experience for the entire Business & Operations ecosystem, including O2O commerce, fintech/payment experiences, customer care, service operations, loyalty programs, and complaint-handling journeys.
Key Responsibilities:
1. Brand Strategy & Experience Governance
• Develop and execute the overall brand strategy for Business & Operations verticals: O2O, Payments/Fintech, Customer Experience, Operations, Contact Center, Service & Complaint Handling.
• Build and maintain the brand identity framework and ensure consistency across operational, digital, and service touchpoints.
• Translate service processes, operations journeys, and CX standards into a clear, unified brand experience.
• Lead brand messaging, positioning, and communication narratives for service quality, reliability, safety, and customer-centricity.
2. Brand Identity, Guideline & Asset Management
• Own, maintain, and continuously improve all brand guidelines and visual identity systems.
• Manage the full brand asset ecosystem (design systems, templates, icons, operational SOP visuals, CX scripts, service messaging visuals...).
• Ensure all operational and customer-facing teams (O2O, CX, Ops, Fintech services) apply brand standards consistently.
3. Campaigns, Launches & Key Initiatives
• Lead branding for major launches related to operations, payment services, loyalty programs, new service flows, and customer experience enhancements.
• Support major company-wide events (Grand Opening, service center openings, O2O events, operational milestones).
• Work with PR/Comms, Growth, and Business Operation teams on integrated brand and communication campaigns.
4. Cross-Functional Collaboration
• Collaborate closely with Operations, O2O, Fintech/Payment, Product, Growth, PR, Legal, and Customer Experience teams to ensure brand alignment.
• Partner with Ops & CX to embed brand tone, visuals, and identity into operational scripts, training materials, user journeys, and digital flows.
• Work with Product teams to align brand identity with UX, UI, and digital service experiences.
5. Project Management & Agency Leadership
• Manage multiple branding projects in parallel-clear timelines, deliverables, and stakeholder alignment.
• Lead creative and production agencies: briefing, evaluating concepts, ensuring quality and on-brand outputs.
• Identify risks, misalignment, and brand inconsistencies early; work with the Director of Marketing to resolve swiftly.