Brand Manager (Lifestyle)

Lead the strategic development and execution of the handbag category to strengthen brand equity, grow market share, and drive profitability — while inspiring and developing a high-performing team. The role requires strong cross-functional ownership & coordination with sales, retail, digital, and distributor teams to ensure brand alignment and commercial success in both markets.

Key Responsibilities

1. Brand Strategy & Business Growth

• Develop and implement annual brand and category strategies aligned with business goals.
• Define clear brand positioning, consumer targets, and growth objectives for handbags.
• Identify market opportunities, category gaps, and emerging trends to drive sales and profitability.
• Translate global or regional brand direction into locally relevant plans and executions.

2. Product & Merchandising Management

• Partner with merchandising and retail teams on product selection, pricing, and assortment planning.
• Analyze sales performance, inventory, and product lifecycle to optimize category productivity.
• Provide insights and feedback to global/regional teams on product performance and local consumer preferences.

3. Marketing & Campaign Execution

• Lead the planning and implementation of brand campaigns, product launches, and activations.
• Oversee creative production, content development, and in-store visual merchandising for handbags.
• Drive digital engagement and storytelling in collaboration with e-commerce and social teams.
• Manage PR, influencer, and media partnerships to amplify brand awareness.

4. Retail & Channel Support

• Collaborate with retail operations to ensure strong in-store execution and staff training.
• Monitor handbag performance across channels (retail, wholesale, online) and recommend improvement actions.
• Support retail events, clienteling initiatives, and cross-category synergies.

5. Consumer & Market Insights

• Conduct regular analysis of market trends, competitor activities, and consumer behaviors.
• Provide actionable insights to inform product, pricing, and marketing strategies.
• Track and report KPIs on brand health, sales performance, and campaign ROI.

6. Budget & Financial Management

• Develop and manage the annual marketing budget for the handbag category.
• Ensure optimal allocation of resources and evaluate ROI of campaigns and activities.

7. People Leadership & Team Development

• Lead, mentor, and develop a team of brand and marketing executives or specialists.
• Set clear objectives, provide regular feedback, and conduct performance appraisals.
• Foster a collaborative, creative, and accountable team culture.
• Build cross-functional alignment with merchandising, retail, and operations teams.
• Identify training and growth opportunities to enhance team capabilities in brand and business management.

Key Skills & Attributes

• Strong leadership and people management skills with the ability to motivate and inspire teams.
• Strategic and analytical thinker with solid commercial acumen.
• Deep understanding of fashion or luxury retail markets and consumer behavior.
• Excellent communication and presentation skills.
• Creative flair with attention to detail in brand aesthetics and storytelling.
• Proficient in campaign management, performance reporting, and cross-functional collaboration.

Requirements

• Bachelor’s degree in marketing, Business, or related fields.
• 5+ years of brand management experience, preferably in premium or lifestyle categories.
• Experience working with distributors, modern trade, and online platforms.

Benefits

Do you have what it takes to succeed in a fast-paced and intense environment? Do you thrive on challenges? Do you want to bring innovative ideas to life? Are you keen to abandon the status quo, try new things, embrace failures as lessons, recover fast, yet always pursue excellence?

If so, you are the one we are looking for. JOIN US and let’s grow together.

Championing Diversity, Equity and Inclusion

LUXASIA aspires to build a One Team of talents that reflects the diversity of the communities in our operating markets. LUXASIA is committed to providing equal employment opportunities to all individuals, regardless of their race, colour, religion, gender, sexual orientation, age, disability, nationality or ethnic origin, cultural background, social group, marital status, or any other characteristics as provided by law.

To explore other careers opportunities, visit our careers page . If you have a question for us, please drop us an email here.

We regret to inform you that only shortlisted candidates will be contacted. Thank you.

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Note To Staffing Agencies

Please DO NOT contact LUXASIA’s employees or Talent & Excitement (T&E) team in an attempt to present candidates for our roles. LUXASIA has our own panel of appointed agencies that we work with. Any agency who is interested to work with us must obtain prior written approval from LUXASIA’s T&E team before you submit candidates’ resumes, and then only in conjunction with a valid fully executed contract for service and in response to a specific job opening. LUXASIA will not pay a fee to any Agency that does not have such agreement in place. Thank you for your understanding.