Senior Brand Manager

1. Commercial Brand Strategy & Localisation (15%)

   • Translate Blood’s regional brand strategy into a Thailand-specific marketing roadmap

   • Identify key consumer segments, shopper behaviour insights, and cultural nuances to develop a brand narrative that truly resonates with Thai consumers

   • Identify whitespace opportunities, category tensions, and local trends to sharpen brand positioning and messaging
     
     

   • Brand & Product Awareness & Consumer Trials (30%)

     • Lead nationwide 360° brand campaigns across digital, social, influencer, OOH, sampling, and PR channels to drive buzz and talkability

     • Design and execute initiatives to drive consumer trial and product demos such as campus activations, workplace outreach, social campaigns, samplings, etc.
       
       

     • Retail and Trade Alignment (30%)

       • Collaborate with Senior/National KAM to develop sell-in pitches with marketing plans and consumer insights for KA listings

       • Develop retailer JBPs, promo plans, campaign decks and POSM toolkits to maximise brand visibility and drive in-store conversion

       • Strengthen visibility in-store and online to ensure all shopper touchpoints reflect our brand promise while supporting sell-in and sell-through (planograms, promotions, extra displays, in-store activations, PDP, brand pages etc.)
         
         

       • Consumer Insights (15%)

         • Regularly gather insights (both quals and quants) on category trends, competitor moves, shopper behaviour, brand performance etc to inform of brand actions.

         • Use consumer data to shape marketing content, retail messaging, and activation tactics.

         • Support the Global NPD team with market / consumer insights to localise new product launches and build local brand strategies/messaging around new products
           
           

         • Cross-Functional Collaboration & Reporting (10%)

           • Collaborate with HQ and regional functional teams to ensure smooth product launches and close alignment between marketing plan and operational readiness.

           • Manage external marketing and media agencies, and build in-house capabilities to deliver high-impact programmes within budget

           • Track, analyze and report marketing performance metrics, and propose areas to double-down on growth opportunities or adjust strategy/execution

Must-Haves

• Comfort with ambiguity, speed, and zero-to-one environments

• Strong understanding of Thai consumer culture, creators, trends and marketing channels

• At least 5–8 years’ experience in brand management or marketing in FMCG/CPG, DTC brand, or high-growth consumer-centric environment

• Experience managing campaign calendars, agencies, and partners

• Strong data literacy (able to interpret ROAS, CTR, CAC, OSA, POSM, promo compliance)

• Native Thai speaker + fluent in English

Great-to-Haves

• Experience in beauty, personal care, or women-focused brands

• Experience launching new markets or challenger brands

• Experience working in a startup environment

• Digital-native marketer who thrives on fast content iteration