Regional Brand Manager

MAIN PURPOSE

Reporting directly to the Regional PC Director, he/she will co-develop SEA region-specific strategy and communication mixes for the Hair Care Business Unit, as well as to drive new initiatives for white space brand launches. The team is responsible for driving and delivering brand strategy & communication toolkits with a strong focus to win in EC. The role includes visibility to senior stakeholders.

KEY RESPONSIBILITIES

COMMUNICATION DEVELOPMENT

• Develop digital & E-Commerce communication toolkit and trade proposition for APAC region
• Lead the development of regional integrated (360) brand communication assets with a major focus in Digital and Ecommerce
• Represent SEA interests to Global brand team & ensure that new innovations and communications fulfil SEA needs
• Manage overall brand budget for testing & toolkit development

BRINGING THE BRAND DNA TO LIFE AT REGIONAL APAC LEVEL

• Identify competitor assumptions and responses, Customer/channel priorities, Price/value guidelines, and the optimization of shopper and consumer insight at a regional level and ensures it feeds into the Global Brand Strategy
• Works with 8 Local Affiliates to translate the Brand DNA into Brand Marketing Plans.
• Provides clear execution guidelines to inspire
• Develop brand strategy (product, pricing, place, promotion) for SEA region

WHITE SPACE EXPANSION STRATEGY

KEY INTERFACES

• Reports to Regional Personal Care Director
• Assists APAC CMO / SEA President
• Partners with the 6 Local Marketing teams in the SEA cluster
• Partners with the Global Brand Holder team in Japan
• Overall lead for Project Team: Manage cross functional teams such as Ecommerce, Finance, Supply Chain and R&D/Regulatory, where required
Creative agencies, Digital agencies and other 3rd party suppliers: OTIF mix creations

REQUIREMENTS

• Minimum 5 years-experience in a Brand Marketing Role within FMCG. Preference for beauty/ personal care (especially in hair care) experience
• Experience in Regional or Global Marketing Mix Development for brand(s)
• Experience & knowledge in SEA

SKILLS SET

• Keen eye and passion for beauty / skincare / haircare and brand management
• Interest in developing product concepts, product innovation and brand communications
• Strategic thinking to solve business issues: ability to zoom in and out, sound attention for details with focus on big picture
• Growth mindset: Energized to navigate nuances, competitor trends to deliver business growth
• Entrepreneurial mindset: Strong bias for action, embrace start-up mindset in an MNC Joint Venture environment and comfortable experimenting
• Ability to work well with stakeholders of different nationalities, based in different geographies
• Flexibility to travel when required