Role Overview
A highly strategic and creative Brand Strategist to shape and strengthen our brand ecosystem. This role goes beyond managing the corporate brandit involves building, positioning, and differentiating multiple sub-brands across diverse customer segments, while also elevating key categories into destination brands. This role will be responsible for translating insights, business objectives, and brand values into clear strategies, campaigns, and experiences that resonate with our customers and deliver measurable impact.
Key Responsibilities
- Brand Portfolio Management
- Develop and manage the multi-brand strategy, ensuring each sub-brand has a clear value proposition, positioning, and voice that targets the right customer group.
- Define the role of each sub-brand within the overall portfolio, ensuring complementarity and minimizing overlap.
- Partner with internal stakeholders (category, merchandising, operations, design, marketing, and loyalty teams) to align strategies.
2. Customer Insight & Brand Positioning
- Utilize customer insight to identify opportunities, gaps, and evolving needs.
- Develop brand playbooks, positioning statements, and messaging frameworks for each sub-brand and category.
3. Category as Brand (Shop-in-Shop Management)
- Collaborate with Merchandising concept team in building key distinct category brands/ concepts that serve as destination zones within the store.
- Work closely with Display team for Visual Merchandising to deliver consistent, premium, and differentiated experiences.
4. Brand Communication & Activation
- Translate brand strategies into campaigns, content, and activations that align with marketing directions & strategies
- Ensure every campaign & activation reflects brand equity and communicates clear value to the target audience.
- Partner with digital and retail media teams to maximize brand presence both in-store and online.
5. Governance & Consistency
- Establish and maintain brand guidelines, toolkits, and templates to ensure consistency across all customer touchpoints.
- Act as a guardian of brand equity, balancing creative storytelling with commercial objectives.
Qualifications
- Bachelor's or Master's degree in Marketing, Brand Management, Business, or related field.
- 5+ years experience in brand strategy, marketing, or retail branding, ideally within supermarkets, FMCG, or lifestyle retail.
- Proven ability to manage multi-brand portfolios and develop differentiated value propositions.
- Strong analytical skills with experience in using customer insights, loyalty data, and market research to shape strategy.
- Excellent communication, storytelling, and presentation skillsable to influence stakeholders across the organization.
- Creative yet commercially minded, with the ability to balance brand equity with business performance.
- Agency background is preferrable
Working Location : Central Changwattana
