Regional Brand Manager

JOB SUMMARY

KEY ROLES AND RESPONSIBILITIES

• Support the Regional Brand Lead to shape annual brand strategy, priorities and brand plans for assigned brand(s) across APAC.
• Translate consumer, shopper and market insights into clear positioning, communication territories and activation ideas.
• Develop and execute integrated marketing campaigns (Offline/Online) with optimized media and channel mix, in partnership with agency and markets.
• Track performance using brand and business KPIs (e.g., share, penetration, equity, campaign effectiveness) and recommend optimizations.
• Manage brand budget for assigned projects/activities and ensure compliant, efficient spend and timely PO/invoice processing as required.

• Manage innovation and renovation projects for assigned brand(s) from concept to launch, including business case inputs, timelines and risk tracking.
• Coordinate cross-functional stakeholders (R&D, Packaging, Supply, Sales/Category, Finance, Legal) to deliver agreed scope, quality and cost targets.
• Develop launch toolkits and ensure readiness across markets (claims, pack, pricing guidance, content assets and activation plans).
• Capture post-launch learnings and share best practices to continuously improve ways of working and future plans.

• Partner markets and Sales/Category teams to identify growth opportunities (channels, occasions, packs, formats) and translate them into actionable initiatives.
• Provide brand guidance, toolkits and content adaptations to support market execution with speed and consistency.
• Monitor competitor and category trends and proactively share implications and recommendations with the Brand Lead and markets.

• Support development and rollout of brand communication assets and messaging (key messages, claims guidance, Q&A, FAQs) across markets.
• Coordinate with internal stakeholders and external agencies on content creation, adaptation and approvals to ensure brand consistency and on-time delivery.
• Prepare communication materials for key regional moments (campaign launches, innovation launches, leadership updates), including simple performance summaries where needed.

QUALIFICATION AND EXPERIENCES REQUIREMENTS

• Bachelor’s degree in Marketing, Business or related field
• Minimum 7 years of relevant experience in Brand Management / Marketing (FMCG preferred)
• Experience developing integrated marketing campaigns and working with creative/media/digital agencies
• Hands-on project management experience across innovation/renovation and cross-functional stakeholders
• Strong analytical capability and ability to synthesize insights into clear recommendations; comfortable with Nielsen/IRI, panel and digital performance data
• Strong stakeholder management and influencing skills; able to work effectively in a multi-cultural, regional environment
• Solid budget management skills and attention to detail on processes and compliance
• Clear communication and presentation skills with strong storytelling capability
• Agile, proactive and resilient; thrives in fast-paced environments and manages ambiguity well