Director of Brand Strategy at Coca - Cola leading marketing performance and innovation strategies. Focused on integrated flywheel execution and sustainable growth for the brand in EMEA.
About the role
- Regional Brand Manager overseeing brand growth and visibility for Mother & Baby brand in Malaysia and Singapore. Managing product portfolios and executing strategic brand plans.
Responsibilities
- Lead the Hair & Lifestyle division with a clear vision and strategic roadmap aligned with company goals.
- Develop and execute annual brand marketing plans aligned with global guidelines and local market needs.
- Localize global brand strategies to ensure relevance in Malaysia and Singapore.
- Conduct market and competitor analysis to identify opportunities, threats, and white space.
- Manage product launches from planning to execution, ensuring timely delivery and alignment across channels.
- Work closely with sales teams and retailers (online and offline) to develop GTM (go-to-market) strategies for new products.
- Monitor product performance and recommend actions (pricing, promotion, phase-out) as needed.
- Plan and execute 360° marketing campaigns including digital, in-store, PR, and social.
- Develop localized assets in line with brand identity (key visuals, POSM & Video).
- Coordinate with global teams for approvals and guidance on brand messaging.
- Manage the social media platforms for the brand with locally relevant content (calendar and content planning).
- Collaborate with e-commerce teams and digital partners to enhance brand presence on platforms such as Lazada, Shopee, and D2C sites.
- Optimize digital campaigns for awareness, engagement, and conversion.
- Oversee influencer and KOL activations tailored to parenting and premium lifestyle audiences.
- Ensure consistent brand presence in-store (modern trade, baby boutiques, department stores, ecommerce).
- Plan retail campaigns, VM, and brand training for frontliners and partner staff.
- Optimize assortment strategy by retailer and seasons.
- Responsible for the B2B initiatives as the brand expert and P&L owner in market (baby fairs, trade fairs, institutional sales).
- Support key account teams with trade marketing initiatives and brand toolkits.
- Manage marketing budgets efficiently and ensure spending aligns with brand priorities.
- Track ROI on campaigns and promotions, providing post-mortem analysis and recommendations.
- Work closely with internal teams (sales, logistics, finance) and external partners (media, creative agencies, PR).
- Liaise with global/regional brand teams to align brand priorities and performance.
Requirements
- Bachelor’s degree in marketing, Business, or related fields.
- 5+ years of brand management experience, preferably in premium or parenting/lifestyle categories.
- Strong understanding of Malaysia and Singapore markets.
- Experience working with distributors, modern trade, and online platforms.
- Creative thinker with strong analytical and project management skills.
- Excellent communication skills and stakeholder management.
- Experience in mother & baby category preferred
Job title
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