P&L & Commercial Performance Ownership
- Own and manage the full P&L of assigned brands.
- Drive revenue growth while protecting margins and contribution performance.
- Track Sales, GP, Budget, OPEX, and profitability by SKU, channel, and account.
- Provide regular commercial performance reports with clear, actionable insights.
- Conduct competitor analysis and assess overall positioning to guide strategic decisions.
- Oversee and approve marketing spend, ensuring it is disciplined, performance-driven, and aligned with revenue and margin targets.
- Ensure all commercial initiatives support healthy margins and long-term profitability.
Sales Growth & Channel Management
- Drive overall sales performance across distribution, retail, and e-commerce channels.
- Develop and execute channel sales plans aligned with company revenue targets.
- Identify growth opportunities by channel, account, and SKU. Partner with Distribution and Key Account (Business Development) teams to strengthen sell-in and accelerate sell-out.
- Maintain strong working relationships with key online and offline accounts.
- Ensure disciplined in-store execution across partner accounts - including displays, modules, posters, and visibility assets to support sell-out velocity.
- Ensure online execution readiness - including complete and accurate PDPs, updated visuals, competitive pricing, stock accuracy, and effective use of platform tools (bundles, vouchers, campaigns, etc) to drive conversion and sell-through.
- Monitor sales performance and implement corrective actions where needed.
- Lead product training sessions for internal teams and key partners from time-to-time.
- Manage and participate in partner, reseller and end-user initiatives to strengthen sales and channel engagement (example, national sales conferences, product launches, and dealers gatherings)
Pricing Strategy & Governance
- Oversee pricing architecture across all channels and platforms.
- Ensure pricing consistency aligned with brand positioning and profitability targets.
- Develop structured discount plans, bundles, and trade terms that protect margin and support volume targets.
- Monitor channel pricing conflicts and protect price integrity across accounts.
Sell-In, Sell-Out & Inventory Control
- Drive sell-in planning aligned with demand forecasts and channel strategy.
- Monitor sell-out velocity and inventory movement regularly.
- Identify slow-moving SKUs and implement recovery, repricing, or rationalization strategies.
- Oversee inventory allocation across channels to maximize movement and minimize aging risk.
- Maintain healthy stock ratios - balancing availability and overstock exposure.
- Review, validate, and process forecasts, purchase orders, and replenishment plans to ensure optimal inventory coverage.
- Manage SKU lifecycle decisions including expansion, rationalization, and obsolescence.
Overall Commercial Execution & New Product Rollout
- Lead end-to-end go-to-market planning from commercial validation to channel rollout.
- Co-develop campaign plans with the marketing team, ensuring objectives, budgets, timelines, and expected impact are clearly defined prior to execution by the latter, and coordinate closely with the Distribution team to align and implement initiatives with offline partners.
- Select and/or develop, price, and forecast new items for introduction in collaboration with relevant teams.
- Coordinate with the marketing team to ensure launch support plans are aligned with commercial targets and product positioning.
- Ensure inter-departmental readiness for new product launches, including sales, marketing, and channels alignment.
Minimum Qualifications
Role Summary
The Brand Manager leads the commercial performance of assigned brands, driving strong sales, healthy margins, disciplined pricing, and effective inventory management. The role works closely with internal teams and also with valued retail partners to strengthen sell-in, accelerate sell-out, and build steady, sustainable brand growth.
Qualifications
- Bachelor's degree in Marketing, Business, Communications, or related field.
- 24+ years experience in Brand Management / Marketing, preferably in retail, beauty, FMCG, or e-commerce/marketplaces
- Proven experience with sales platforms (Shopee, Lazada, Tiktok)
- Strong understanding of consumer brands, digital marketing, and omnichannel campaigns (website + Shopee + Lazada + TikTok + YouTube).
- Passion for tech, gadgets, and digital lifestyle is a big plus
- Ability to lead the overall P&L, analyze and interpret data, come up with the re- strategy on the duration of the campaign
- Demonstrate a proactive attitude and possesses strong leadership, coaching and mentoring skills that will equip you to develop and share innovative practices to the company
- Displays communication skills, both verbal and written, with an ability to present data-driven insights effectively
- Comfortable with data and analytics (reading dashboards, basic KPIs like traffic, CVR, AOV, CTR, ROAS, brand lift).
- Experience managing creative development and production (KV, photo/video shoots, social content, PR or collabs)
- Has an acute eye for detail that will equip you to effectively oversee the digital marketing executions of all the company's digital campaigns.
- A strong problem-solver, able to work under pressure and assimilate large quantities of information quickly, while maintaining attention to detail.
Cross-functional Leadership & Execution
- Collaborate with internal teams such as Brand and Content Marketing, Sales, Supply Chain and Accounting teams, etc. to bring growth ideas to life.
- Serve as category lead in growth sprints, go-to-market planning, and quarterly business reviews.
- Facilitate campaign and brand ideation sessions to keep concepts fresh, relevant, and exciting.
- Prepare simple but clear brand and campaign reports for leadership (what we did, what worked, what didn't, next steps).
