Brand Manager

Role Purpose:
The Marketing Brand Manager is responsible for building and strengthening the brand through integrated Brand Marketing, Communication and Retail Marketing initiatives.
This role owns the end-to-end brand marketing process - from brand strategy, positioning, communication planning and campaign development to execution and performance evaluation - while working closely with Product, Commercial, Retail, E-commerce, CRM and external partners.
A key responsibility of this role is to build the Brand Marketing function, including team structure, working processes, planning frameworks, agency/vendor management and cross-functional collaboration models, ensuring the organization can execute brand activities consistently and effectively at scale
Key Responsibilities:
1. Brand & Communication
Develop and execute annual / seasonal Brand & Communication Content & Strategy aligned with business objectives.
Define brand positioning, consumer insight, communication platform and key messages.
Lead integrated campaigns across Digital, Social, KOL/KOC, Content, Store & Activation
Ensure consistent brand expression across all consumer touchpoints.
2. Sales & Commercial Ownership
Take ownership of sales performance and growth of assigned brand / product portfolio.
Develop marketing plans that directly support sales targets, traffic, conversion and customer acquisition.
Work closely with Commercial, Product and Retail teams to build sales plans, product launches, promotions and key trading moments.
Monitor sales performance and identify opportunities / issues by product, channel, season and campaign.
Balance brand building, sell-through and short-term commercial results.
Be accountable for marketing investment and its contribution to revenue, margin and overall business growth.
3. Retail Marketing
Lead and build brand visibility on all platform from online (FP, Website, ...) to offline (Store, Activation, Event)
Translate brand strategy into retail campaigns, store activations and consumer experiences.
Be a close partner with Product, Trade, Sales (online & offline) to connect Connect Brand → Product → Communication → Retail → Consumer → Sales.
Support key product launches and commercial moments with strong brand storytelling.
3. Build Team & Process
Build and develop the Brand Marketing team, including roles, capabilities and KPIs.
Establish effective planning, briefing, execution, approval and post-campaign review processes.
Build and manage the agency / partner ecosystem.
Create clear ways of working across Marketing, Product, Sales (online & offline), Finance and other functions
4. Performance & Business Impact
Own Brand Marketing budget and campaign effectiveness.
Track both brand health and commercial impact, turning insights into better marketing decisions.
Balance long-term brand building with short-term/long-term business results.