Manager, Brand Marketing

Overseeing the Brand Marketing team, the Brand Marketing Manager will drive the organisation’s brand strategy and serve as a key custodian of the brand. The role is responsible for leading ATL campaign development and execution, brand activations and sponsorships, while ensuring consistent brand messaging and identity across all public-facing online and offline channels. Through market and audience insights, the role will strengthen engagement and drive key brand metrics, including trust, value and brand equity, in support of broader business objectives.

Brand Strategy Development

• Define and execute brand strategies to ensure alignment with the company’s vision, mission, and business goals.
• Build and maintain a compelling and consistent brand identity across all touchpoints.

Brand Sponsorship

• Evaluate sponsorship opportunities that is aligned with the company’s brand value, target audience, and return of investment through measurable outcomes.

Brand Activation

• Develop and execute integrated brand activation strategies that bring the brand purpose and positioning to life through relevant and engaging consumer experience.
• Conceptualise and deliver on-ground, digital and partnership-led activations that strengthen audience engagement and support campaign and business objectives.
• Collaborate with internal stakeholders, agencies and external partners to manage activation planning, production and execution within agreed timelines and budgets. Ensuring all activations are aligned with the company’s brand guidelines and deliver a consistent brand experience across customer touchpoints.

Campaign Management

• Conceptualize, plan, and execute 360-degree marketing campaigns that drive brand awareness, TOM, engagement, loyalty and business goals.
• Create agency brief outlining clear objectives, deliverables, target audience, key message and KPIs. The campaigns should foster emotional connections with the target audience through storytelling and innovative approaches.
• Collaborate with other teams and stakeholders to develop multi-channel content, across offline and online platforms, to deliver campaigns’ KPIs.
• Analyse the success of the campaigns with post-campaign reports, using key metrics and adjust strategies to optimize effectiveness. Success will be measured against campaigns’ KPIs and across our overall critical brand metrics which will include trust, value and brand equity.

Data-Driven and Segment Marketing

• Analyse customer insights, market trends, and competitive intelligence to inform marketing strategies.
• Develop targeted marketing strategies for specific customer segments to address their unique needs and behaviours.
• Tailor campaigns and messaging to resonate with diverse audience groups while maintaining brand consistency.
• Stay ahead of industry trends, emerging technologies, and consumer behaviours to inspire innovative ideas and keep the brand relevant and forward-thinking.

Cross-Functional Collaboration

• Work closely with product, sales, and digital teams to ensure marketing efforts are integrated and aligned with broader business goals.
• Partner with PR and communications teams to create and amplify brand messaging.
• Providing marketing communication support to various internal stakeholders and assist them to define and achieve their marketing targets through creating strategic briefs, guiding the creative development process and overseeing the production and delivery of all assets.
• Effectively communicate with and influence stakeholders through building strong relationships, networking and fostering cross functionality collaboration.

Budget and Resource Management

• Manage marketing budgets effectively, ensuring cost efficiency without compromising quality.
• Oversee external vendors and creative agencies to ensure timely and successful delivery of agreed scope of work.
• Review long term media buys and corporate advertising to ensure strategic alignment, cost efficiency and optimal audience engagement across all channels.

Leadership and Mentoring

• Lead and inspire the Brand team, fostering a culture of creative effectiveness.
• Provide guidance and mentorship to team members.

Requirements

• Bachelor’s degree in Marketing, Communications, Business Administration or any related discipline.
• At least 5 years of relevant experience in brand management, marketing or advertising.
• Proven track record of successfully managing brand/product campaigns, with a core understanding of designing and implementing customer journeys that nurture customers through the marketing funnel.
• Critical thinking and excellent communication skills, both verbal and written.

Other Competencies & Traits

• Strong project management skills, delivering projects within deadlines and budgets.
• Able to run multiple projects independently and competently with a keen eye for detail.
• Analyse data and consumer trends to understand the needs, wants and behaviours of customers, translating them into actionable inputs for the campaigns and activities.
• Able to creatively think outside the box, execute effectively, take initiative, and function in a highly dynamic environment.
• Be a team player with a solution-driven mindset, who is passionate to deliver great work.
• Highly collaborative and adept at leading and influencing cross-functional teams effectively, internally as well as with external partners.
• Experience leading and nurturing teams, characterised by a ‘test and learn’ culture and a growth mindset.