Brand Manager

1 week ago

Bang Rak, Bangkok, Thailand Central Retail Corporation Public Company Limited Full time
Key Roles and Responsibilities:

1. Brand Strategy & Planning

  • Develop annual brand plan and long-term strategies in line with global Columbia direction and CRC Sports business objectives.
  • Ensure consistent brand positioning across retail, wholesale, and online channels.
  • Monitor competitor activities and adapt brand strategy accordingly.

2. Marketing & Communication

  • Drive brand awareness and engagement through integrated marketing campaigns, PR, digital activations, and community events.
  • Align with CRC Marketing and Digital teams for O2O campaigns, social media, and influencer programs.
  • Ensure brand storytelling reflects Columbia's outdoor, performance, and sustainability DNA.

3. Merchandising & Product Management

  • Define assortment strategy and OTB in collaboration with merchandising team.
  • Ensure effective product selection, pricing, and seasonal launch plans.
  • Monitor sales mix and sell-through; provide feedback to global/regional teams for product development.

4. Retail & Wholesale Management

  • Drive retail excellence: VM, staff training, consumer experience.
  • Manage wholesale accounts and expand distribution channels.
  • Monitor retail KPIs (NMV, GM, EBIT) and ensure targets achieved.

5. Digital & E-Commerce Growth

  • Partner with digital marketing and e-commerce team to accelerate Columbia's online presence.
  • Optimize performance marketing, SEO/SEM, and digital consumer journey.
  • Monitor online sales and ROI of campaigns.

6. Financial Management & Reporting

  • Manage brand P&L including budgeting, forecasting, and cost control.
  • Conduct monthly business reviews; propose corrective actions when needed.
  • Track ROI of marketing and retail investments.

7. People & Cross-Functional Leadership

  • Lead and develop brand support team; build strong motivation and performance culture.
  • Partner cross-functionally with HR, Merchandising, Operations, and Finance to deliver results.
  • Promote internal passion for outdoor lifestyle and brand advocacy.
Qualifications:
  • Bachelor's degree in Marketing, Business, or related field (MBA is a plus).
  • 7+ years' brand management / marketing / retail experience, ideally in sports or outdoor industry.
  • Proven commercial acumen with strong P&L management skills.
  • Knowledge of digital marketing, O2O strategies, and retail operations.
  • Strong communication and influencing skills; bilingual (Thai & English).
  • Passion for outdoor lifestyle, performance, and sustainability.

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