Product & Brand Manager

Role Purpose
Own and build the Product & Brand function and business performance - from consumer insight, product & design development and factory execution to brand strategy, communication and retail activation - with direct accountability for sales growth and commercial results.
Key Responsibilities
1. ProductRole Purpose
Own and build the Product & Brand function and business performance - from consumer insight, product & design development and factory execution to brand strategy, communication and retail activation - with direct accountability for sales growth and commercial results.
Key Responsibilities
1. Product & Design Ownership
Identify consumer needs, market trends and product opportunities to build a competitive product portfolio.
Lead the end-to-end product development process, from concept, product brief and design direction to final product launch.
Work closely with designers to develop product design, aesthetics, functionality, packaging and overall product experience.
Build product concepts that are commercially viable while strengthening brand differentiation.
Manage product development timeline, costing, MOQ and quality in collaboration with relevant teams.
2. Factory & Manufacturing Ownership
Work directly with factories / suppliers throughout the product development and production process.
Lead product sampling, quotation, negotiation, material selection, quality review and production follow-up.
Ensure products meet required cost, quality, design and timeline targets.
Resolve production issues and coordinate with internal teams / factories to ensure smooth product launches.
Continuously identify opportunities to improve product quality, cost efficiency and manufacturing capability.
3. Brand & Communication
Develop and execute annual / seasonal Brand & Communication strategy aligned with product and business objectives.
Define brand positioning, consumer insight, communication platform and key messages.
Lead integrated campaigns across Digital, Social, KOL, PR, Content, Retail & Activation.
Ensure consistent brand expression across all consumer touchpoints.
4. Sales & Commercial Ownership
Take ownership of sales performance and growth of assigned brand / product portfolio.
Develop product and marketing plans that directly support sales targets, traffic, conversion and customer acquisition.
Work closely with Commercial and Retail teams on product launches, promotions and key trading moments.
Monitor sales performance by product, channel and season, and translate insights into product / marketing actions.
Balance product innovation, brand building, sell-through and profitability.
Be accountable for marketing and product investment and its contribution to revenue, margin and overall business growth.
5. Retail Marketing
Translate product and brand strategy into retail campaigns, store activations and consumer experiences.
Connect Product → Brand → Communication → Retail → Consumer → Sales.
Support key product launches and commercial moments with strong product storytelling.
6. Build Team & Process
Build and develop the Product & Brand Marketing team, including roles, capabilities and KPIs.
Establish effective product development, marketing planning, briefing, execution and post-launch review processes.
Build and manage the agency, designer and factory / supplier ecosystem.
Create clear ways of working across Product, Marketing, Commercial, Retail, E-commerce and Supply Chain.
7. Performance & Business Impact
Own and track key business KPIs across sales, gross margin, sell-through, inventory productivity and marketing effectiveness.
Evaluate product and campaign performance to identify what to scale, improve or stop.
Use consumer, sales and market data to continuously optimize product portfolio, pricing, marketing investment and commercial plans.
Develop clear performance reviews and translate insights into actionable business decisions.
Ensure every major product / marketing initiative has clear business objectives, KPIs and expected ROI.
Drive continuous improvement across the full cycle: Insight → Product → Launch → Sales → Learn → Improve. & Design Ownership
Identify consumer needs, market trends and product opportunities to build a competitive product portfolio.
Lead the end-to-end product development process, from concept, product brief and design direction to final product launch.
Work closely with designers to develop product design, aesthetics, functionality, packaging and overall product experience.
Build product concepts that are commercially viable while strengthening brand differentiation.
Manage product development timeline, costing, MOQ and quality in collaboration with relevant teams.
2. Factory & Manufacturing Ownership
Work directly with factories / suppliers throughout the product development and production process.
Lead product sampling, quotation, negotiation, material selection, quality review and production follow-up.
Ensure products meet required cost, quality, design and timeline targets.
Resolve production issues and coordinate with internal teams / factories to ensure smooth product launches.
Continuously identify opportunities to improve product quality, cost efficiency and manufacturing capability.
3. Brand & Communication
Develop and execute annual / seasonal Brand & Communication strategy aligned with product and business objectives.
Define brand positioning, consumer insight, communication platform and key messages.
Lead integrated campaigns across Digital, Social, KOL, PR, Content, Retail & Activation.
Ensure consistent brand expression across all consumer touchpoints.
4. Sales & Commercial Ownership
Take ownership of sales performance and growth of assigned brand / product portfolio.
Develop product and marketing plans that directly support sales targets, traffic, conversion and customer acquisition.
Work closely with Commercial and Retail teams on product launches, promotions and key trading moments.
Monitor sales performance by product, channel and season, and translate insights into product / marketing actions.
Balance product innovation, brand building, sell-through and profitability.
Be accountable for marketing and product investment and its contribution to revenue, margin and overall business growth.
5. Retail Marketing
Translate product and brand strategy into retail campaigns, store activations and consumer experiences.
Connect Product → Brand → Communication → Retail → Consumer → Sales.
Support key product launches and commercial moments with strong product storytelling.
6. Build Team & Process
Build and develop the Product & Brand Marketing team, including roles, capabilities and KPIs.
Establish effective product development, marketing planning, briefing, execution and post-launch review processes.
Build and manage the agency, designer and factory / supplier ecosystem.
Create clear ways of working across Product, Marketing, Commercial, Retail, E-commerce and Supply Chain.
7. Performance & Business Impact
Own and track key business KPIs across sales, gross margin, sell-through, inventory productivity and marketing effectiveness.
Evaluate product and campaign performance to identify what to scale, improve or stop.
Use consumer, sales and market data to continuously optimize product portfolio, pricing, marketing investment and commercial plans.
Develop clear performance reviews and translate insights into actionable business decisions.
Ensure every major product / marketing initiative has clear business objectives, KPIs and expected ROI.
Drive continuous improvement across the full cycle: Insight → Product → Launch → Sales → Learn → Improve.