Current jobs related to Brand Manager - Phaya Thai, Bangkok - FrieslandCampina (Thailand) PCL.

Purpose of job

Lead the development of relevant portfolio, and strong mental & physical availability plans and execution across complete consumer and shopper journey, tailored to brand scale (insurgent vs. at-scale): integrated communications at scale plan for key touch points, right media mix (ATL/BTL, traditional vs. digital/social, multimedia), consistent story telling (linked to brand propellers)

Responsibilities

Brand Strategy & Planning

• Support the development of data-driven Brand Plans, translating brand strategy into annual marketing plans, budgets, and 12Q initiatives.

• Define and evolve brand positioning, identity, and mentality, ensuring consistency across all consumer and shopper touchpoints.

• Develop and maintain brand guidelines and brand books to drive aligned execution across markets and channels.

Marketing & Communication Execution

• Plan, manage, and execute A&P campaigns, media plans, product launches, and brand activations in line with marketing priorities.

• Lead mental availability strategies, ensuring consistent storytelling and use of distinctive brand assets.

• Identify priority consumer entry points (CEPs) and develop touchpoint plans to drive reach, awareness, and consideration.

• Brief, manage, and collaborate with creative, media, and digital agencies to deliver impactful brand communications.

Portfolio, Innovation & Packaging

• Contribute to portfolio strategy by identifying Hero SKUs and priority packs from a marketing and consumer perspective.

• Support innovation and renovation projects by defining consumer propositions, claims, and communication frameworks.

• Lead packaging development with design agencies to ensure strong on-shelf visibility, compliance, and brand consistency.

Consumer & Shopper Activation

• Develop and execute consumer and shopper activation plans that drive trial and repeat.

• Lead the development of POS materials and in-store communication aligned with brand strategy.

• Define promotional communication principles and support promo calendar development in collaboration with Sales and Category teams.

• Support Perfect Store standards from a brand communication perspective (shelf messaging, secondary displays).

Insights & Performance Tracking

• Work closely with Consumer Insights to analyze category, consumer, and shopper data and translate insights into actionable marketing recommendations.

• Track brand health, campaign performance, and activation effectiveness, sharing learnings and optimization proposals.

• Monitor market trends, competitive activity, and cultural insights relevant to the brand.

Cross-Functional & Team Collaboration

• Collaborate closely with Category Development, Insights, Supply Chain, Sales, and Finance to ensure strong brand execution.

• Mentor and support junior marketing team members, contributing to capability building.

Qualifications

• Bachelor's Degree or higher in Business Administration or related field, MBA is a plus.

• Minimum 3 years' overall experience in Marketing / Brand Management-experience, including B2C and B2B exposure in FMCG company preferred.

• Strong Brand management and / or Sales / Business Development knowledge (i.e. category /brand knowledge); plus basic finance knowledge / P&L Management, research knowledge (identifying and turning insights into actionable plans/execution), media tools (especially digital media) and methodologies knowledge, cross-functional knowledge

• Entrepreneurial spirit with strong leadership skills, result-oriented, self-motivated, and pragmatic.

• Data driven with strong analytical & problem solving

• Good presentation and negotiation skills.

• Has demonstrated the ability to work in a team setting and has contributed to the achievement of a team's success