Overall

• Assistant Brand Manager (ABM) is fully responsible for planning, managing, and optimizing the comprehensive Branding, Marketing, and Trade Marketing strategies for the cosmetic brand to achieve revenue, market share, and growth targets.
• This role serves as a strategic bridge to synchronize brand identity (Branding), product launches and communication campaigns (Marketing), and point-of-sale sales- driving initiatives (Trade Marketing) across an omni-channel distribution network

Job Description

1. BRANDING (Brand Strategy & Management)

• Brand Image & Identity: Manage and ensure all communication activities, creative designs, product packaging, and in-store merchandising strictly comply with Brand Guidelines.
• Portfolio & Pricing Strategy: Devise product portfolio architecture and build strategic price ladders across various distribution channels to protect profit margins and safeguard brand reputation.
• Core Content Strategy: Direct the brand’s core messaging, brand storytelling, and review/approve high-level content blueprints across digital and social platforms.
• Brand Collaboration: Lead cross-promotional projects (Co-branding) with partner brands and orchestrate influencer/ambassador strategies with top-tier KOLs/KOCs to elevate brand awareness.

2. MARKETING (Campaign, Digital & New Product Development - NPD)

• Campaign Management: Lead the planning, budget allocation, and optimization of Integrated Marketing Campaigns (IMC) on a seasonal, quarterly, and annual basis. Hold direct accountability for campaign KPIs including Revenue, ROI, and Conversion rates.
• New Product Development (NPD):
  • o Analyze beauty industry dynamics, competitor movements, and consumer behavior to propose new product concepts (pricing, packaging, volume, and USP) or optimize the existing SKU portfolio.
  • o Establish and lead Go-to-market strategies for new product launches and conduct thorough post-launch evaluations.
• Digital & Social Commerce: Oversee and optimize digital marketing performance across social platforms and E-commerce marketplaces (Shopee, TikTok Shop, Lazada), focusing on engagement, traffic conversion, and strategic KOL/KOC booking.

3. TRADE MARKETING (Point-of-Sale Activation & Channel Management)

• Promotions & Activation: Design and construct promotional mechanisms, localized activation setups, and sampling programs (tailored for Modern Trade chains like Watsons/Guardian, Traditional Trade, and E-commerce) to accelerate sell-out performance.
• Channel Exclusives & Control: Formulate distinct channel-specific SKU exclusives and pricing mechanisms to effectively eliminate price conflicts, undercutting, and self-cannibalization across platforms.
• POSM & Merchandising: Approve creative concepts, manage budget allocations for POSM, and establish strict merchandising standards to optimize customer shopping experiences in-store.
• Sales Collaboration & Forecasting: Work closely with the Sales Team (Key Account Specialists, Channel Managers) to forecast market demand, streamline inventory allocation, and resolve inter-channel conflicts.

4. OPERATIONAL MANAGEMENT & LEADERSHIP (Operations & Reports)

• Compliance & Operations: Review and approve product listings, SKU registration, barcodes, price announcements, promotion memos, and legal documentation required for major retail chains (MT) and government systems.
• Market Intelligence: Monitor competitor movements (pricing, promotions, product rollouts) and beauty trends to deliver agile, proactive adjustments to the brand's commercial plan.
• Team Leadership: Mentor, guide, and manage the day-to-day execution of the Marketing and Trade Marketing Executives within the team.
• Performance Reporting: Prepare monthly, quarterly, and annual performance reports reviewing brand health, campaign ROIs, and budget utilization for presentation to the Marketing Manager and Board of Directors.
• Perform other tasks as assigned by direct manager or leadership.

Job Requirement 

• Bachelor’s degree or higher in Marketing, Business Administration, Economics, or related fields. ·
• Experience:
  • Minimum of 3–4 years of experience in Marketing, Brand, or Trade Marketing, with at least 1–2 years in an equivalent role (Senior Executive or ABM) within the Beauty & Cosmetics or personal care FMCG industry.
  • Mandatory: Hands-on experience executing both online branding/digital campaigns and offline trade/point-of-sale activations across Modern Trade chains (e.g., Watsons, Guardian) and E-commerce/Social Commerce platforms.
• Professional Skills:
  • Exceptional data analytical skills with the ability to interpret business metrics (P&L, Sales data, ROI, Profit margins) to drive data-backed strategic decisions.
  • Sharp mindset regarding brand positioning, market pricing architectures, and product lifecycle management (NPD).
  • High sensitivity to beauty trends, skincare/makeup ingredient innovations, and short-form video content formats (TikTok, Douyin, etc.). ·
• Soft Skills & Leadership:
  • Strong multi-tasking capabilities to smoothly oversee all three distinct verticals: Brand, Marketing, and Trade.
  • Outstanding cross-functional collaboration, communication, and negotiation skills, particularly when aligning with Sales departments and retail buyers.
  • High stress tolerance with a proactive, problem-solving mindset. · Language: Fluent in English (both verbal and written