JOB PURPOSE 

The Assistant Brand Manager supports the planning and execution of brand marketing activities across multi-brand. This role focuses on 360° brand & campaign planning, activation and visual merchandising, promotional programs and CRM, reporting and administration, and cross-functional coordination for Department Stores and Beauty Chain Stores, E-commerce, ensuring aligned and effective Go-To-Market (GTM) execution.

MAIN ACCOUNTABILITIES

1. Brand Marketing & 360° Planning

• Assist in developing and executing comprehensive brand marketing plans that align with the overall multi-brand strategy, annual launch calendar, and commercial objectives.

• Support the creation of 360° marketing plan, ensuring integration across all consumer touchpoints including in-store, digital, social media, PR, and CRM.

• Monitor brand timelines and deliverables, ensuring all activities are executed on schedule and within budget.

• Analyse market trends, competitor activities, and consumer insights to provide recommendations for campaign optimization and future planning.

• Ensure consistency in brand messaging and visual identity across all marketing materials and platforms.

2. Brand Campaign & Event Activation

• Plan and execute PR events and consumer events, including new product launches, seasonal campaigns, and in-store activities.

• Manage end-to-end event logistics, including venue coordination, vendor management, and material preparation.

• Ensure brand consistency across all activation touchpoints, including event setup, communication materials, and customer experience.

• Ensure Visual Merchandising (VM) execution meets brand guidelines across all retail environments during activations.

KPIs:

• ≥95% compliance with VM standards during activations.

• Successful execution of all events and activations within budget and timeline (100% adherence).

• Positive consumer engagement score (target to be defined, e.g., ≥85% satisfaction from post-event surveys).

• Zero major execution errors or brand guideline violations

3. Promotional Programs & CRM

• Plan and implement consumer promotional programs across Department Stores and Beauty Chain Stores, ensuring alignment with brand objectives and retailer requirements.

• Manage promotional mechanics such as GWPs (Gift With Purchase), bundles, seasonal offers, and retailer-specific campaigns to drive sales and engagement.

• Coordinate CRM initiatives, including loyalty programs, targeted offers, and personalized customer engagement activities to enhance retention and lifetime value.

4. Performance Tracking & Administration Follow-up

• Consolidate marketing data; prepare reports and dashboards.

• Handle administrative tasks related to marketing activities, including:

• PO/PR processing

• Contracts and invoices

• Budget tracking and internal approvals

• Coordinate with Finance, Procurement, and Accounting to ensure timely and accurate documentation.

• Maintain organized records of marketing activities and ensure compliance with company policies.

5. Cross-functional Coordination

• Ensure smooth collaboration with key internal teams and external partners to deliver aligned and timely execution:

+ Modern Trade & Retail, Trade: Coordinate on in-store activations, promotions, and ensure VM guidelines are implemented consistently across all retail touchpoints.

+ E-commerce: Align campaign planning, product launches, and creative assets for online platforms.

+ External Agencies & Partners: Manage timelines, deliverables, and all administration, logistics.

Qualifications and experience

Qualifications & Experience

• Bachelor’s degree in marketing.

• Minimum 4 – 5 years of experience in Marketing or related functions, with at least 1 - 2 years in a similar role.

• Experience in beauty, FMCG, or retail industries preferred.

Skills & Competencies

• Detail-oriented with ability to manage multiple tasks effectively is a must.

• Fluent in English (spoken and written), IELTS 6.5 or equivalent.

• Proficient in Microsoft Excel and PowerPoint.

• Strong coordination, organizational, and execution skills.