The Brand Manager – Malaysia leads the branded business agenda for First Pride and Tyson, with responsibility for brand strategy, communications, NPD pipeline, and marketing spend. The role drives consumer relevance, portfolio growth, and commercial performance through clear brand plans, disciplined execution, and strong cross-functional collaboration.
Key Responsibilities
Brand Strategy and Portfolio Growth
- Develop annual brand plans for First Pride and Tyson, including positioning, target consumers, portfolio priorities, growth objectives, and key activation platforms.
- Translate consumer, shopper, category, and competitor insights into brand actions that strengthen awareness, penetration, repeat purchase, market share, and profitability.
- Partner with Sales and Trade Marketing to convert brand priorities into effective retail, e-commerce, customer, and shopper activation plans.
Marketing Communications and Campaign Management
- Lead integrated communication plans across digital, social, PR, influencer, partnership, shopper, and below-the-line touchpoints.
- Manage campaign briefs, agencies, content, media planning, execution tracking, and post-campaign evaluation.
- Ensure all communication is consistent with brand positioning, business priorities, consumer needs, and Tyson Foods standards.
Innovation and NPD Pipeline
- Lead the branded NPD pipeline from opportunity identification through concept development, business case alignment, launch planning, and post-launch review.
- Work with R&D, Operations, FSQA, Supply Chain, Sales, Trade Marketing, and Commercial Finance to deliver consumer-relevant, feasible, and profitable innovations.
- Manage launch toolkits, packaging, claims, product communication, activation plans, and post-launch performance tracking.
Marketing Spend and Performance Management
- Plan, phase, track, and evaluate marketing spend for First Pride and Tyson.
- Recommend investment allocation across media, creative, partnerships, sampling, shopper activation, and trade-support activities based on strategic priority and ROI.
- Work with Commercial Finance to monitor budget utilization and ensure marketing investment supports sales, margin, AOI, VCM, and brand objectives.
Cross-Functional Leadership
- Collaborate with Sales, Trade Marketing, Category, Commercial Finance, R&D, FSQA, Supply Chain, Procurement, Operations, and regional marketing teams to deliver business objectives.
- Act as the brand champion for Malaysia, representing consumer and shopper needs in commercial decisions.
- Lead agency partners and external vendors to deliver quality work on time, within budget, and aligned with Tyson Foods standards.
Qualifications and Experience
- Bachelor's degree in Marketing, Business Administration, Commerce, Communications, or related field; MBA is an advantage.
- Minimum 5 years experience in brand management or marketing, preferably in FMCG, food, frozen food, retail, or consumer goods.
- Proven experience in brand planning, campaign management, NPD launches, agency management, budget ownership, and cross-functional project delivery.
- Strong understanding of consumer insight, shopper marketing, category dynamics, digital marketing, media planning, and brand performance measurement.
- Commercially minded, with ability to interpret sales, share, margin, and ROI data into practical recommendations.
- Consumer-centric, commercially driven, and able to balance brand-building with business results.
- Strategic thinker with strong project management, analytical, communication, and influencing skills.
- Collaborative, proactive, detail-oriented, and comfortable working in a matrix organization.
- High ownership mindset, integrity, and commitment to Tyson Foods standards and values.
