Brand Marketing Manager (LANEIGE) - Bukit Merah

You will lead campaigns across multiple touchpoints — retail, e-commerce, CRM, social, influencers, and Public Relations — while ensuring alignment with global brand direction and local market insights. This role also includes product forecasting responsibilities and cross-functional coordination to support successful commercial outcomes.

Key Responsibilities:

• Develop and execute marketing strategies in alignment with global/ local business goals.
• Build and manage the annual marketing plan, calendar, and budget.
• Plan and implement monthly marketing campaigns to ensure consistent brand engagement and brand growth.
• Drive brand equity through strong communication strategies and consistent brand voice across channels.
• Develop plans to support both new product launches and engine products.
• Ensure all messaging aligns with global positioning while being relevant to the local market.

• Support product demand forecasts in collaboration with sales and supply chain teams to ensure accurate planning and inventory optimization.
• Lead the end-to-end execution of product launches and engine products — including ATL, BTL, Public Relations, influencer, and in-store activation strategies.
• Analyze sell-through, market trends, and local insights to optimize the product lifecycle and campaign planning.

• Collaborate with social media and creative agencies to deliver engaging, localized content for social media platforms like Instagram, Facebook and TikTok.
• Oversee day-to-day social engagement and ensure timely responses and community management.
• Lead digital initiatives that support tactical promotions, boutique traffic, and brand storytelling.

• Define and execute CRM strategy based on customer segmentation, behavior analysis, and business objectives.
• Manage customer data and work cross-functionally to launch targeted campaigns and retention programs.
• Track and analyze CRM performance to inform marketing and sales strategies.
• Oversee flawless execution of loyalty and lifecycle campaigns with agency and internal teams.

• Coordinate with internal departments (Sales, Training, Visual Merchandising) and external partners (agencies, vendors) to ensure smooth and timely execution of initiatives.
• Ensure operational efficiency in marketing campaign rollouts and launch preparation.
• Drive innovation and agility by adopting AI, automation tools, and analytics for campaign optimization and content production.

Qualifications & Experience:

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• Minimum 5 years of experience in marketing or product management, ideally within the beauty, or fashion industries.
• Strong understanding of the Singapore beauty consumer, digital landscape, and retail ecosystem.
• Proven experience in leading campaigns and cross-functional project management.
• Hands-on experience working with social media platforms, CRM tools, and agency partners.
• Strong analytical skills with the ability to turn data into actionable insights.
• Highly organized, detail-oriented, and capable of managing multiple projects simultaneously.
• Passion for beauty, brand storytelling, and innovation.