Brand General Manager (K-Beauty)

The Brand General Manager will lead a diverse team of 6 to 8, spanning Brand Marketing, CRM and Sales & Operations teams, driving collaboration and execution across all facets of the brand's presence and performance. He/She is responsible for designing, developing, and executing comprehensive sales and marketing strategies for various campaigns and product launches. As a local leader, he/she will collaborate closely with our headquarters to ensure alignment on brand consistency and performance, while delivering regular updates on business results and key initiatives.

Job Description-

• Develop Brand Strategies: Define and execute strategies aligned with the brand’s vision, promise, positioning, and architecture to achieve business goals in Singapore.

• Team Alignment and Collaboration: Inspire and lead the local team around the brand’s vision and ensure seamless execution locally across functions.

• Sales and Financial Planning: Analyze product launch data, brand and product sales performance and trends to create sales forecasts and financial plans that support profitability.

• Consumer Insights: Leverage market and consumer insights e.g. CRM to enhance the overall brand experience and engagement and improve sales.

• Market and Competitor Analysis: Assess market trends and key competitive activity to guide pricing strategies and portfolio management strategies to strengthen the brand’s positioning locally.

• Annual Planning: Develop channel-specific strategies and set annual business goals based on consumer trends, category growth and market opportunities.

• Advertising and Promotions: Plan and manage annual budgets for ATL and BTL advertising and promotional activities to garner consumer visibility and awareness, drive consumer engagement and social presence and achieve business and profit targets.

• Public Relations and Media Exposure: Develop Public Relations and Social plans for key product launches and maximize effective media exposure to boost brand awareness online.

• Channel Optimization: Capitalize on online growth momentum to accelerate sales and drive scale and build the business in multi-brand stores for growth and expansion opportunities whilst ensuring a sustainable and profitable business in both channels.

• HQ Communication: Communicate and report business updates to HQ in a consistent and timely manner to ensure strategic alignment and transparency.

Requirements-

• Degree qualified (Business, Marketing, Finance or related discipline); with 10-12 years of progressive commercial leadership experience, including senior management roles with full business accountability.

• Proven track record within Beauty, FMCG, Consumer Goods or Retail, managing brands in competitive, fast-paced, multi-channel environments.

• Demonstrated full P&L ownership, with strong expertise in revenue growth, margin optimization, financial forecasting, annual business planning, and ROI-driven investment management.

• Strong ability to define and execute end-to-end brand and commercial strategies, aligning global brand positioning with local market opportunities.

• Deep expertise in omni-channel business models, including e-commerce acceleration, retail expansion, CRM strategy, and performance marketing.

• Advanced understanding of digital ecosystems, performance media, and data-driven decision making, with clear accountability for measurable business outcomes.

• Proven leadership experience managing and developing cross-functional teams (Brand, CRM, Sales, Operations) within a matrix and HQ-driven environment.

• Strategic, results-oriented leader with strong executive presence, exceptional prioritization skills, and the ability to thrive in a fast-paced, high-growth environment.