Regional Assistant Brand Manager (Personal Care)

MAIN PURPOSE 

Reporting to the Regional Brand Manager, he/she will co-develop SEA region-specific strategy, new initiatives & communication mixes for the White Space Business Unit (new brand launches). The team is responsible for driving and delivering brand strategy & communication toolkits with a strong focus to win in EC. The role includes visibility to senior stakeholders.   

KEY RESPONSIBILITIES 

BRAND DEVELOPMENT 

• 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. 

COMMUNICATION DEVELOPMENT 

• 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 

BRINGING THE BRAND DNA TO LIFE AT REGIONAL SEA LEVEL 

• 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 

WHITE SPACE EXPANSION STRATEGY 

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

KEY INTERFACES 

• 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  

REQUIREMENTS 

• 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 

SKILLS SET  f

• 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