Regional Assistant Brand Manager (Personal Care)

MAIN PURPOSE

The role includes visibility to senior stakeholders.

KEY RESPONSIBILITIES

• Manage regional product portfolio by identifying growth opportunities, guiding innovation pipelines, and optimizing SKU mix across markets.
• Drives brand development through strategic positioning, launch planning, and cross-functional alignment to ensure consistent equity building and commercial success.

• Development of regional integrated (360) brand communication assets with a major focus in Digital and Ecommerce
• Represent SEA interests to Global brand team & ensure that new innovations and communications fulfil SEA needs
• Manage overall brand budget for testing & toolkit development

• Identify competitor assumptions and responses, Customer/channel priorities, Price/value guidelines, and the optimization of shopper and consumer insight at a regional level and ensures it feeds into the Global Brand Strategy
• Works with 6 Local Affiliates to translate the Brand DNA into Brand Marketing Plans.
• Provides clear execution guidelines to inspire
• Develop brand strategy (product, pricing, place, promotion) for SEA region

• Assist Brand Manager on white space growth strategy for area expansion in the region (including current & new brands)

• Reports to Regional Brand Manager
• Partners with the 6 Local Marketing teams in the SEA cluster
• Partners with the Global Brand Holder team in Japan
• Overall co-lead for Project Team: Manage cross functional teams such as Ecommerce, Finance, Supply Chain and R&D/Regulatory, where required
• Creative agencies, Digital agencies and other 3rd party suppliers: OTIF mix creations

• Minimum 3 years-experience in a Brand Marketing Role within FMCG. Preference for beauty/ personal care (especially in hair care) experience
• Experience in Regional or Global Brand Development
• Experience & knowledge in SEA

• Keen eye and passion for beauty / skincare / haircare and brand management
• Interest in developing product concepts, product innovation and brand communications
• Strategic thinking to solve business issues: ability to zoom in and out, sound attention for details with focus on big picture
• Growth mindset: Energized to navigate nuances, competitor trends to deliver business growth
• Entrepreneurial mindset: Strong bias for action, embrace start-up mindset in an MNC Joint Venture environment and comfortable experimenting
• Ability to work well with stakeholders of different nationalities, based in different geographies
• Flexibility to travel when required