Brand Manager

Job Overview

The Brand Manager serves as the in-market marketing for Mars Snacking Asia – Thailand lead who is responsible for end-to-end campaign activation and execution. This role ensures seamless localization and execution of regional strategies, delivering impactful marketing that drives brand growth, demand generation, and market relevance.

The brand manager must have the experience and skill set to:

• Develop optimum marketing/activity calendar in local market
• Ensure outstanding implementation by guiding local agency teams in deployment of activities and toolkits developed by cluster marketing manager in market
• Lead local-specific marketing activation including digital marketing, media, sampling, etc. while ensuring strong integration & synergy with cluster plan

Key Responsibilities

Brand and Communication Strategy

• Localize the standard cluster communication framework with local consumer insights

• Ensure outstanding implementation by guiding local agency teams in deployment of activities and toolkits developed by cluster marketing managers in Asia

• Provide inputs to localize product claims on packaging artwork

Brand Management and A&CP Budget

• Collect and analyze segment, consumer and brand data in the market to support creation and development of cluster brand marketing plan and activity calendar on behalf of the designated markets

• Analyze and review brand performance recommending revisions to local brand plans as required

• Manage A&CP budget and resources effectively to deliver marketing/activity calendar in the designated markets

• Connect with local cross functional teams (i.e. local trade marketing) to support creation of an integrated business plan that ensures delivery of key brand initiatives in Thailand

• Undertake post activity evaluation for major activity

Creative Content Production and Media

• Localize campaign assets (Hero video, KV) to reflect local consumer insights

• Own local brand activation content (i.e. social assets, KOL posting, etc) creation process to work with both creative and media agency

• Co-create local media strategy and plan with Performance Marketing Lead, including digital media, leading a continual effort to maximize reach and increase ROI on media spend

Portfolio management and Innovation

• Manage the brand portfolio within the market, ensuring the right SKU mix is in place to drive growth and relevance.
• Lead the launch of new products and innovations from planning to execution, including business case preparation and submission, work closely with key stakeholders, and in-market activation.
• Partner with category, local trade marketing, sales and regional teams to ensure a successful and commercially viable launch plan.

Consumer Event

• Plan and execute local consumer event, e.g. local sampling activity

In-Store

• Liaise with local trade marketing and local sales team to ensure effective execution of brand initiatives in-store.

Job Specifications

• Bachelor's degree in marketing or communications related department
• At least 5 plus years of working experiences in marketing related field (FMCG preferred)
• +2 years of Brand Manager role is a must
• English proficiency in written and oral
• Agency management skill (advertising/ media/ digital/ research)
• Communication / presentation skill