Brand Manager (Singapore & Malaysia)

The Brand Manager is responsible for driving profitable brand growth across Malaysia and Singapore by translating global brand strategy into locally relevant and commercially effective plans.

This role owns the end-to-end brand and product management process, including annual planning, integrated marketing execution, portfolio strategy, forecasting input, and performance tracking to deliver revenue, market share and margin objectives. The Brand Manager works cross-functionally with Sales, Finance, Inventory Planning, Digital, Trade Marketing, and Regional Brand Teams to ensure aligned execution and strong in-market results.

What You’ll Do:

Brand Strategy & Annual Planning

• Develop and execute annual brand plans aligned with global strategy and local market opportunities
• Translate consumer, retail and competitive insights into clear growth strategies
• Define measurable objectives and KPIs for each campaign and initiative
• Present brand plans internally to local and global stakeholders and externally to customers and partners as required

Portfolio & Line Management

• Review global line plans and assess local market potential
• Select and manage product assortments for Malaysia and Singapore
• Develop pricing strategies aligned with brand positioning and margin targets
• Drive SKU productivity through ongoing performance analysis and rationalisation
• Support country forecasting inputs and collaborate on S&OP processes

Commercial Performance & Forecasting

• Own monthly brand performance reviews and recommend corrective commercial actions
• Monitor sell-in and sell-through performance at category and SKU level
• Identify risks and opportunities early; develop corrective action plans
• Partner with Sales to align promotional strategy with commercial objectives
• Work closely with Inventory Planning to manage stock allocation, ageing inventory and closeouts
• Manage A&P budgets responsibly and track ROI effectiveness

Integrated Marketing & Campaign Execution

• Develop and execute integrated campaigns across digital, retail and PR touchpoints
• Prepare clear media, PR and agency briefs aligned to campaign objectives
• Ensure strong retail and in-store execution in partnership with Trade Marketing
• Collaborate with Digital teams to optimise product presence across e-commerce platforms
• Monitor campaign performance and conduct post-campaign evaluations

Cross-Functional & External Partnerships

• Build strong working relationships with Regional and Global Brand teams
• Partner closely with Sales, Finance and Inventory Planning to ensure alignment
• Manage external agencies and drive high-quality creative output
• Maintain relationships with key entertainment and licensing partners
• Collaborate with key customers to align marketing initiatives and maximise in-market impact
• Support Consumer Services with timely and accurate product information

What You’ll Bring: 

• 5–7 years of brand management or product marketing experience, preferably within FMCG, consumer products, entertainment, or related industries
• Experience developing and executing marketing campaigns with measurable commercial impact
• Exposure to portfolio management, forecasting and budget ownership
• Experience working with regional or global stakeholders is preferred
• Strong commercial acumen and analytical capability
• Ability to translate data into actionable insights
• Clear and persuasive presentation skills
• Strong project management and prioritisation skills
• Ability to manage multiple initiatives in a fast-paced environment
• Bachelor’s degree or higher in Marketing, Business or related discipline

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