Join a fast expanding organization as a Regional Brand Manager and lead the charge in shaping a bold, digital-first brand across Southeast Asia and beyond.
If you&aposre a strategic thinker with a passion for innovation, market expansion, and cross-functional leadershipthis is your opportunity to make a global impact.
Key Responsibilities
Brand Strategy & Positioning
- Define regional brand positioning, communication framework, and brand architecture.
- Develop a 35 year strategic growth roadmap aligned with the companys global vision.
- Lead portfolio strategy including innovation pipeline, SKU optimization, and pack-price architecture.
Marketing & Communications
- Design and implement annual marketing plans across ATL, BTL, digital, and trade marketing channels.
- Oversee integrated campaigns with a TikTok-first approach, retail activations, influencer engagement, and PR initiatives.
- Ensure consistent brand identity and messaging across all regional markets.
Commercial & P&L Ownership
- Own and drive topline revenue and bottom-line profitability targets.
- Collaborate with sales teams to develop trade terms, promotional strategies, and channel plans.
- Monitor and report on brand performance metrics including revenue growth, market share, consumer penetration, and conversion rates.
Innovation & Product Development
- Partner with the product team in Hangzhou to leverage consumer insights for product claims and packaging design.
- Translate market trends into actionable innovation briefs for new product development.
- Manage the full product lifecycle from launch through growth, maturity, and discontinuation.
Cross-Functional Leadership
- Lead a cross-functional brand team comprising social media, trade activation, creative, and sales functions.
- Serve as a liaison between creative, performance marketing, product development, and supply chain teams.
- Align brand priorities with finance, HR, and distribution partners.
Market Development & Expansion
- Manage brand growth in initial focus markets (Malaysia and Singapore) with plans to expand across Southeast Asia and global distribution channels.
- Build and nurture consumer communities via social media, KOL/KOC networks, and trial initiatives.
- Support international market entry (e.g., US and China) with tailored brand positioning strategies.
Key Requirements
- 58 years of experience in brand or marketing management within FMCG, beauty, lifestyle, or household care sectors
- Experience in successfully building and scaling brands with cross-market and global exposure.
- Strong expertise in digital-first brand building, including TikTok, Instagram, influencer/KOL engagement, and e-commerce.
- Solid commercial acumen with experience in pricing strategy, P&L management, and driving market share growth.
- Proven leadership capabilities with the ability to inspire, coach, and align cross-functional teams.
- Strategic mindset combined with a hands-on, entrepreneurial approach.
- Fluent in spoken Mandarin
- Applicants should possess the necessary work authorization for Malaysia.
If you wish to send a direct message kindly send an email to [Confidential Information]
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