International Brand Manager

Company Description

Emily's Group has been transforming Thailand's culinary landscape since 2022 with our innovative cloud kitchen concept, centered on the hugely popular 'Shredded Chicken Noodles.' As the creators of this celebrated dish, we achieved nationwide recognition in 2024. Moving forward, we aim to build Thai brands with the ambition to expand onto the global stage.

Role Description

We are seeking a highly experienced and International Brand Manager to take the Thai brand to the Global stage. The ideal candidate will serve as a key part of the Branding developer, curator, and decision maker, and manage our identity on the cross-border market, culture playing a pivotal part in supporting the company's sustainable global expansion.

1. Global Brand Strategy

• Develop and execute an international brand strategy for Emily's Group
• Build a global brand framework covering narrative, tone of voice, visual identity, and market differentiation.
• Track global F&B, lifestyle, culture, and hospitality trends to identify brand opportunities abroad.
• Work with leadership to define long-term brand goals, increase brand equity, and expansion priorities.

2. International Market Presence

• Create and manage international brand campaigns to grow Emily's awareness in key markets (e.g., Asia, Japan, Singapore, Hong Kong, South Korea).
• Localize brand messaging for international audiences while maintaining brand DNA.
• Lead all international PR activities, including partnerships with agencies, influencers, media, and cultural collaborators.
• Coordinate and oversee brand presence at international events, pop-ups, collaborations, and cultural activations.

3. Communications Leadership

• Lead and manage the Communications team responsible for content, PR, social media, and internal messaging.
• Establish communication guidelines and ensure alignment across all markets.
• Oversee development of high-quality content (copy, visuals, campaigns) for global and domestic use.
• Manage crisis communication, reputation monitoring, and media relationships.

4. Brand Operations

• Build measurement frameworks for brand performance across markets (awareness, sentiment, engagement, conversion).
• Manage brand budgets related to PR, campaigns, partnerships, and content production.
• Lead the Marketing team in each country and pave the way for the local marketing team
• Work cross-functionally with Operations, Retail, Product, and HR to ensure brand consistency.
• Ensure all external communications support the strategic goals of Emily's Group.

5. Partnerships & Collaborations

• Identify and develop international brand partnerships (restaurants, designers, creators, hospitality groups, cultural institutions).
• Lead creative collaborations that reinforce Emily's identity and global positioning.
• Negotiate partnership terms and oversee execution and performance.

Qualifications

• Minimum 5–7 years of experience in brand management, communications, marketing, or related fields.
• Proven track record in building or scaling a lifestyle, fashion, F&B, hospitality, or cultural brand internationally.
• Strong knowledge of global market trends, brand strategy, and consumer insights.
• Solid management experience with creative or communication teams.
• Excellent communication skills in English and Thai. Chinese language is a strong advantage.
• Ability to lead complex cross-market brand initiatives with speed, quality, and alignment.
• Experience with global PR, influencer networks, and media landscapes.

Preferred Professional Background

· Experience within a global firm or an International

· A background in the Branding, Marketing of a
multinational corporation (MNC)
, particularly in the FMCG, Food & Beverage, or
Fashion and cosmetics
sectors.