Brand Manager

Role Overview

As a Brand Manager at Primer Group of Companies, you will lead the strategic growth and profitability of assigned premium lifestyle and fashion brands (e.g., footwear, apparel, travel, and outdoor categories). You will own the end-to-end brand lifecycle—from business planning and sales performance to marketing execution and retail excellence—while leveraging AI-powered insights and tools to drive smarter, faster, and more consumer-centric decisions.

You will work closely with principals, regional partners, and cross-functional teams to deliver best-in-class brand experiences across omnichannel platforms (retail, e-commerce, and digital).

Key Responsibilities

1. Brand & Commercial Strategy

• Develop and execute annual and quarterly brand strategies aligned with Primer's growth targets
• Drive revenue, market share, and brand equity across all channels (retail, wholesale, e-commerce)
• Identify growth opportunities using AI-driven market insights and predictive analytics
• Own brand KPIs including sales, margins, sell-through, and inventory health

2. Business Planning & Forecasting

• Lead data-driven business planning and sales forecasting using AI tools and historical data
• Build dynamic dashboards to monitor real-time performance (sell-in, sell-out, stock levels)
• Improve forecast accuracy and demand planning in collaboration with supply chain teams
• Deliver monthly and YTD performance reviews with actionable insights

3. Marketing, Digital & E-Commerce Excellence

• Develop and execute 360° marketing campaigns across online and offline channels
• Utilize AI tools for:
• Customer segmentation and targeting
• Campaign performance optimization
• Content ideation and personalization
• Partner with e-commerce teams to optimize product visibility, conversion rates, and online sales
• Ensure strong brand storytelling aligned with global brand guidelines

4. Retail & Trade Execution

• Plan and execute store activations, product launches, and seasonal campaigns
• Use AI and analytics to assess store performance, foot traffic, and conversion rates
• Optimize trade promotions, markdowns, and GWP allocation based on data insights

5. Financial & P&L Management

• Own brand P&L including budgeting, cost control, and profitability optimization
• Monitor marketing ROI and optimize spending using performance data
• Identify opportunities for cost efficiencies without compromising brand equity

6. Market Intelligence & Consumer Insights

• Conduct market, competitor, and consumer analysis using AI-powered tools and data platforms
• Track global and local trends in fashion, lifestyle, and outdoor categories
• Translate insights into actionable strategies for product assortment and campaigns
• Identify whitespace opportunities for brand expansion in the Philippine market

7. Stakeholder & Principal Management

• Serve as the main point of contact for brand principals and regional partners
• Lead business reviews and align on strategic priorities and performance targets
• Collaborate cross-functionally with sales, marketing, supply chain, finance, and retail teams

8. Brand Governance & Compliance

• Ensure strict adherence to global brand guidelines and Primer standards
• Maintain consistency across all consumer touchpoints (store, online, marketing materials)
• Ensure compliance with company policies and local regulations

Qualifications & Requirements

• Bachelor's degree in Marketing, Business Administration, or related field
• 5 years of experience in Brand Management, Marketing, or Commercial roles
• Experience in retail, fashion, lifestyle, or FMCG industries is highly preferred
• Proven track record in managing brand growth and profitability

Core Competencies

• Strong commercial and entrepreneurial mindset
• Data-driven and insights-oriented decision-making
• Leadership and stakeholder management
• High adaptability in a fast-paced retail environment
• Creative and strategic thinking with strong execution skills

What Success Looks Like

• Achievement of sales, margin, and market share targets
• Improved forecast accuracy and inventory efficiency
• High-performing marketing campaigns with measurable ROI
• Strong omnichannel brand presence (retail + e-commerce)
• Consistent, premium brand execution across all touchpoints

Work Arrangement

• Semi-flexible full onsite schedule in Malate, Manila.