Brand & Product Communication Executive

Role:

Responsible for owning the end-to-end product marketing strategy for assigned models from market and segment understanding, product positioning, and go-to-market planning, through launch execution, sustenance, and run-out management.

This role bridges product, brand, digital media, and dealer execution, ensuring that each model is clearly positioned, competitively compelling, and effectively sold through media, content, and showroom activation.

Job Responsibilities:

1. Product Strategy & Market Understanding

Develop a strong understanding of assigned vehicle segments, including:

• Target customer profiles, key purchase drivers and barriers, and price sensitivity/value perception

Analyse the competitive landscape (direct and indirect competitors) to assess:

• Market positioning, pricing bands, and communication strategies across key media channels

Translate product specifications into clear, customer-centric value propositions, and:

• Define model-level positioning, messaging hierarchy, and key selling angles tailored for the Malaysian market

2. Go-to-Market & Campaign Strategy

Own the product go-to-market strategy across the full lifecycle, including:

• Launch, sustenance, and run-out / exit planning

Develop integrated campaign strategies that align:

• Brand narrative, product storytelling, and tactical sales messaging

Clearly define what stays consistent, what evolves, and what stops across different campaign phases, ensuring all executions are:

• Market-relevant, competitively differentiated, and scalable for dealer execution

3. Digital, Media & Performance Strategy

Define how each product is sold through media by clarifying:

• Funnel roles (awareness, consideration, conversion)
• Platform roles (Meta, Google, TikTok, video, search, etc.)

Collaborate with media teams and agencies to:

• Align media strategy with the product lifecycle stage
• Set lead, traffic, and conversion objectives
• Balance performance marketing with brand investment

Use media performance data (CPL, lead quality, conversion) to:

• Optimise messaging
• Refine targeting
• Improve overall sales effectiveness

4. Content & Creative Direction (Strategic Oversight working with agency)

Guide content direction to ensure all assets align with:

• Product positioning, campaign objectives, and funnel role

Oversee the development of key creative outputs, including:

• Product videos, digital ads, launch and sustenance content, and lifestyle/ownership storytelling

Ensure all creative work is strategically sound, delivering impact beyond visual appeal.

5. Budget Ownership & Resource Planning

Manage product-level marketing budgets to ensure:

• Spend aligns with lifecycle priorities
• Investment is justified by performance and sales outcomes

Collaborate with agencies and internal teams to:

• Allocate media and production budgets effectively
• Optimise cost versus impact
• Support planning of quarterly and annual product marketing roadmaps

6. Brand Governance & HQ Coordination

Ensure all product communications adhere to GWM brand and sub-brand guidelines.

Coordinate with regional and HQ teams to:

• Align strategy, secure creative approvals, and maintain product messaging frameworks
• Localise global materials to ensure relevance and effectiveness in the local market

7. Reporting, Evaluation

Track and evaluate campaign and product performance, including:

• Campaign effectiveness, lead quality, dealer feedback, and market response by lifecycle phase

Produce post-campaign and post-launch evaluations, generating actionable insights to refine strategy and maintain momentum from launch through maturity and run-out

Requirements:

• Diploma or Bachelor's degree in Marketing or related field
• 23 years of marketing experience, preferably in the automotive industry
• Skilled in product strategy, go-to-market planning, media execution, and content management
• Proven ability to drive brand-aligned campaigns and improve sales performance