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
.
Requirements
3-5 years in Brand Marketing / IMC / Marketing Communications.
Strong experience in
Retail, FMCG, Consumer, Lifestyle or Kids
is preferred.
Strong combination of
strategic thinking + hands-on execution
.
Proven ability to
build teams, processes and cross-functional collaboration
.
Strong commercial mindset, communication and stakeholder management skills.
Creative, proactive, highly accountable and comfortable working in a fast-moving environment.
Proficiency in English