We're hiring: Brand Marketing Manager (Online & Offline)
Location: Bangkok (Rama 3), Thailand (on-site)
At I.C.C. International PCL., we are a leading force in Thailand's Retail and FMCG sectors, backed by more than 62 years of industry heritage. We represent a diverse portfolio of premium brands and are committed to delivering excellence, innovation, and long-term value to our customers. As part of our continued growth, we are seeking talented professionals to join our team and help drive impactful initiatives that enhance our market presence and strengthen consumer engagement.
Key Responsibilities:
- Develop and execute brand strategies and annual brand marketing plans for assigned brands, ensuring alignment with business objectives, commercial priorities, brand positioning, and target consumer needs.
- Lead overall brand marketing activities across online and offline channels to strengthen brand equity, consumer engagement, market competitiveness, and sustainable business growth.
- Analyze consumer insights, market trends, competitor activities, and category dynamics to identify opportunities and translate insights into actionable brand, product, and marketing strategies.
- Define and strengthen brand positioning, consumer proposition, key messages, and competitive differentiation, ensuring consistency across all consumer touchpoints.
- Develop and execute integrated 360-degree marketing plans across digital, social media, e-commerce, CRM, retail, events, activations, PR, KOLs & influencers, and other relevant channels.
- Lead end-to-end brand campaigns, product or collection launches, seasonal activities, and key commercial initiatives from strategy development through execution and performance evaluation.
- Partner closely with Merchandising, Commercial, Retail Operations, E-Business, Sales, and other relevant teams to align brand, product, assortment, go-to-market, channel, and marketing priorities with overall business targets.
- Develop strategic and campaign briefs and work closely with Marketing Shared Services, including Creative, Media Planning, Event, KOL Management, Production, and Ads Optimization, to ensure effective and consistent execution of brand strategies.
- Drive consumer acquisition, engagement, conversion, retention, retail traffic, e-commerce growth, and sales performance while balancing long-term brand building with short- and medium-term commercial priorities.
- Monitor brand and marketing performance using relevant metrics including brand awareness, engagement, traffic, conversion, sales uplift, market share, and ROI/ROAS, translating performance insights into continuous improvement actions.
- Develop and manage annual brand marketing budgets and investments, ensuring effective resource allocation, financial discipline, and return on marketing investment.
- Serve as the primary marketing representative for assigned brands and manage relationships with internal stakeholders, external agencies, business partners, licensors/principals, vendors, and other relevant partners.
- Manage, coach, and develop assigned Brand Marketing team members while leading cross-functional teams to deliver key brand and business initiatives.
- Drive continuous improvement, innovation, and best practices in brand planning, consumer engagement, marketing effectiveness, and cross-functional ways of working.
- Ensure brand marketing strategies are effectively adapted to the characteristics and consumer needs of assigned business categories, including Apparel & Fashion, FMCG, Cosmetics & Beauty, Lingerie, Baby & Kids, Sports, Lifestyle, and other consumer categories.
Qualifications:
- Bachelor's or Master's degree in Marketing, Business Administration, Communications, or related field.
- 6–10 years of experience in Brand Management, Brand Marketing, Integrated Marketing, Category Marketing, Product Marketing, or related consumer-facing functions.
- Experience in Apparel & Fashion, Retail, FMCG, Beauty & Cosmetics, Lingerie, Baby & Kids, Sports, Lifestyle, Consumer Goods, or related industries preferred.
- Proven experience developing and executing brand strategies and integrated online and offline marketing plans across multiple consumer touchpoints.
- Strong understanding of brand positioning, consumer insights, digital and retail marketing, omnichannel consumer engagement, and market dynamics.
- Experience managing integrated marketing campaigns, product or collection launches, and commercial marketing initiatives.
- Strong commercial mindset with the ability to translate business objectives, consumer insights, and market opportunities into effective brand and marketing strategies.
- Strong analytical skills with experience evaluating brand and marketing performance, sales drivers, campaign effectiveness, ROI, and business impact.
- Experience managing marketing budgets and effectively allocating resources across brand and marketing initiatives.
- Strong project management, stakeholder management, and cross-functional leadership skills.
- Proven people management and team development capabilities, with the ability to think strategically while remaining hands-on and execution-oriented.
- Excellent communication, influencing, negotiation, and presentation skills in both Thai and English.
Why Join Us
Be part of an established organization with a long-standing and trusted brand heritage.
Work alongside passionate teams in a dynamic, fast-paced industry.
Enjoy strong career development opportunities and a competitive compensation package.
Please note: Only shortlisted candidates will be contacted by our HR team.
