Define and champion the new Lifestyle & Wellness brand identity, messaging, and visual guidelines for the Thai market, ensuring consistency across all touchpoints.
Conduct in-depth market and cultural trend analysis to inform a strategy that positions Coway as an authentic and aspirational part of modern Thai living, moving beyond product features.
Establish and track key brand health metrics (e.g., brand awareness, consideration, and preference) separate from performance KPIs (which will be managed by the Performance team).
Creative Communication & Content Leadership (The Voice)
PR & Influence Strategy: Develop and execute a proactive Public Relations strategy focused on earned media value and establishing Coway as a thought leader in health and wellness. Manage high-profile media and influencer relationships.
Aspirational Content Direction: Lead the creative development and production of all key brand assets, including Hero Videos, Out-of-Home (OOH) campaigns, and high-impact digital content. Ensure all content is trendy, professional, and resonates with target consumer aspirations.
Advertising & Media Planning (Brand-Focused): Oversee the planning and execution of all mass-media and strategic advertising campaigns aimed at maximizing brand reach and desirability, collaborating closely with media and creative agencies.
Leadership & Cross-Functional Partnership (The Alignment)
Team Leadership: Lead and mentor a specialized, high-performing team focused on Brand Communications, Content Creation, and PR. Foster a culture of creativity, accountability, and excellence.
Strategic Alignment: Act as the primary interface with the existing Marketing/Sales (Performance) team to ensure seamless handover of creative assets and brand narratives for performance-driven execution.
Agency Management: Manage and direct external creative, media, and PR agencies to ensure all outputs are on-brand, on-budget, and deliver breakthrough creative impact.
Qualifications
Experience: Minimum 6+ years of progressive experience in Brand Management, Marketing Communications, or a related field, with at least 3 years in a leadership/senior role. Experience with FMCG, Health/Wellness, or aspirational consumer brands is highly preferred.
Creative Acumen: A proven track record of developing and executing creatively bold and effective brand campaigns that result in significant shifts in consumer perception and cultural buzz.
Professional Leadership: Strong leadership presence with the ability to manage complex projects, navigate internal stakeholders, and drive consensus in a professional corporate environment.
Communication: Exceptional verbal and written communication skills in both Thai and English.
Education: Bachelor's or Master's degree in Marketing, Business Administration, Communication Arts, or a related field.
