Senior Brand Manager

1 week ago

Bangkok, Bangkok, Thailand CGP Recruitment (Thailand) Company Limited Full time

Industry: Food / FMCG

Reporting to: Senior marketing Manager


Key Responsibilities

1. Brand Strategy & Planning

  • Develop annual brand plans, long-term strategies, and growth roadmaps to meet business objectives.
  • Analyse market trends, consumer insights, category performance, and competitor landscape to drive strategic decisions.
  • Define brand positioning, value proposition, and communication direction.

2. Consumer & Market Insights

  • Lead qualitative and quantitative research to identify market opportunities, consumer needs, and innovation gaps.
  • Translate insights into actionable brand strategies, NPD platforms, and communication briefs.

3. New Product Development (NPD) & Innovation

  • Lead end-to-end NPD process: concept development, product design, sensory testing, packaging development, pricing strategy, and launch readiness.
  • Partner with R&D, Supply Chain, QA, Regulatory, and agencies to ensure feasibility and alignment.
  • Manage product costing, pricing analysis, margin improvement, and business case development.

4. 360° Marketing Campaign Management

  • Own full-funnel marketing planning covering ATL, BTL, digital, PR, in-store activation, and partnership promotions.
  • Lead briefing, creative development, media planning, and campaign execution with internal and external teams.
  • Monitor campaign performance and optimize for ROI and brand KPIs.

5. Product Launch & Go-to-Market Execution

  • Develop launch strategy including messaging, channel planning, media mix, sales toolkit, and sampling activities.
  • Coordinate with Sales, Trade Marketing, and Distributor teams to ensure flawless GTM execution.
  • Track post-launch performance and implement corrective actions.

6. Budget & Performance Management

  • Manage brand A&P budget with strong cost control and spending effectiveness.
  • Track financial performance: sales forecast, pricing, and portfolio contribution.
  • Prepare monthly business reviews and recommendations for management.

7. Cross-Functional & Stakeholder Management

  • Lead multi-functional project teams to align on timelines, product readiness, and campaign execution.

Qualifications

  • Bachelor's or Master's degree in Marketing, Business, or related fields.
  • With 5 years of brand management experience in FMCG or food industry.
  • Proven experience in NPD, product costing, campaign management, and full 360° marketing.
  • Strong analytical thinking with ability to translate insights into strategy and execution.
  • Excellent project management, leadership, and cross-functional collaboration skills.
  • Strong communication skills and experience working with creative/media agencies.
  • Data-driven mindset with strong financial understanding.

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