Brand Manager New Brands SEA

The Brand Manager Gourmet Brands is responsible for driving the development and growth of the assigned brands across Southeast Asia, HK, TW and Oceania, including Weiss, Adamance, Sosa Ingredients, Norohy, Pariani and Republica del Cacao.

The role leads the development and execution of regional marketing strategies and annual marketing plans, ensuring strong brand positioning, successful innovation launches, effective marketing activations and measurable business impact.

Working closely with Country Managers, Sales teams, regional pastry chefs and global Brand teams, the Brand Manager translates brand strategies into relevant market initiatives, strengthens relationships with chefs and customers, and identifies opportunities to accelerate business growth.

The position requires a combination of strategic thinking, commercial acumen, creativity and strong execution capabilities.

1. Brand Strategy & Marketing Mix Management

• Develop and lead annual regional marketing plans for all assigned brands, aligned with global brand strategies and regional business priorities.
• Drive the implementation of the full marketing mix, including product portfolio, pricing recommendations, distribution priorities, pastry planning and communication.
• Define clear brand positioning, target audiences, growth priorities and key marketing initiatives for each brand.
• Lead the development and execution of innovation launch plans, including market assessment, go-to-market strategy, sales tools, customer activation and post-launch performance analysis.
• Develop and coordinate brand campaigns and digital communication strategies, including content planning and development, in collaboration with the headquarter.
• Lead brand and product training initiatives to strengthen internal teams’ and distributors’ knowledge and selling capabilities.
• Manage regional marketing budgets and ensure effective resource allocation across brands and markets.
• Develop a strong understanding of market dynamics, customer needs, competitive landscape and emerging trends across assigned product categories.
• Lead annual market reviews for the Fruit, Vanilla, Ingredients and Nuts categories, identifying growth opportunities and strategic recommendations.
• Monitor competitor activities, product innovations, pricing, market trends and customer insights.
• Work closely with Country Managers and Sales teams to define and follow up on local activation plans, ensuring alignment with commercial priorities.
• Track the sales impact of key marketing initiatives, including product launches, customer activations and promotional campaigns.
• Prepare monthly brand performance reports, highlighting business developments, marketing achievements, key challenges and recommended actions.
• Evaluate the effectiveness and ROI of marketing investments, using quantitative and qualitative KPIs to continuously improve performance.
• Identify opportunities to strengthen market penetration, increase product adoption and accelerate growth across priority customer segments.
• Develop and manage relationships with regional brand ambassadors and influential chefs, strengthening their engagement and advocacy.
• Build annual pastry activity plans in collaboration with Local teams.
• Develop meaningful chef collaborations and partnerships that reinforce brand positioning and create commercial opportunities.
• Coordinate with global Brand teams on international chef visits, ambassador programs and culinary initiatives.
• Ensure that chef activities contribute to clear brand and business objectives, with appropriate follow-up and performance evaluation.
• Lead the planning, development and execution of key regional brand events, ensuring strong brand expression, memorable customer experiences and measurable impact.
• Lead assigned regional marketing events and multi-brand initiatives
• Co-lead Trade Shows participation and related brand activations in collaboration with other Brand Managers.
• Work closely with the Digital & Content Specialist to maximize event visibility and content creation before, during and after each activation.
• Act as the key regional marketing contact for assigned global Brand teams, ensuring alignment between HQ strategies and regional market needs.
• Work closely with Country Managers, Sales teams, distributors and regional chefs to translate marketing strategies into effective local activations.
• Collaborate with other Brand Managers and the Trade Marketing team to identify relevant cross-brand opportunities and leverage regional synergies.
• Coordinate with the Digital & Content Specialist to ensure high-quality, consistent and impactful brand communication.
• Share market insights, customer feedback and business performance with HQ to influence future innovation and strategic priorities.
• Ensure effective communication, planning and execution across multiple markets and stakeholders.
• Brand growth and achievement of agreed business objectives.
• Successful implementation of annual marketing plans and innovation launches.
• Market penetration, new customer acquisition and product adoption.
• Effectiveness and ROI of marketing campaigns, activations and regional events.
• Brand ambassador engagement and impact of chef activities.
• Quality and timeliness of market reviews, performance reporting and business recommendations.
• Marketing budget management and execution against priorities.

2. Market Intelligence & Analysis

• Develop a strong understanding of market dynamics, customer needs, competitive landscape and emerging trends across assigned product categories.
• Lead annual market reviews for the Fruit, Vanilla, Ingredients and Nuts categories, identifying growth opportunities and strategic recommendations.
• Monitor competitor activities, product innovations, pricing, market trends and customer insights.
• Work closely with Country Managers and Sales teams to define and follow up on local activation plans, ensuring alignment with commercial priorities.
• Track the sales impact of key marketing initiatives, including product launches, customer activations and promotional campaigns.
• Prepare monthly brand performance reports, highlighting business developments, marketing achievements, key challenges and recommended actions.
• Evaluate the effectiveness and ROI of marketing investments, using quantitative and qualitative KPIs to continuously improve performance.
• Identify opportunities to strengthen market penetration, increase product adoption and accelerate growth across priority customer segments.

3. Chef Engagement, Brand Ambassadors & Pastry Activities

• Develop and manage relationships with regional brand ambassadors and influential chefs, strengthening their engagement and advocacy.
• Build annual pastry activity plans in collaboration with Local teams.
• Develop meaningful chef collaborations and partnerships that reinforce brand positioning and create commercial opportunities.
• Coordinate with global Brand teams on international chef visits, ambassador programs and culinary initiatives.
• Ensure that chef activities contribute to clear brand and business objectives, with appropriate follow-up and performance evaluation.

4. Regional Events & Brand Experiences

• Lead the planning, development and execution of key regional brand events, ensuring strong brand expression, memorable customer experiences and measurable impact.
• Lead assigned regional marketing events and multi-brand initiatives
• Co-lead Trade Shows participation and related brand activations in collaboration with other Brand Managers.
• Work closely with the Digital & Content Specialist to maximize event visibility and content creation before, during and after each activation.

5. Regional Collaboration & Stakeholder Management

• Act as the key regional marketing contact for assigned global Brand teams, ensuring alignment between HQ strategies and regional market needs.
• Work closely with Country Managers, Sales teams, distributors and regional chefs to translate marketing strategies into effective local activations.
• Collaborate with other Brand Managers and the Trade Marketing team to identify relevant cross-brand opportunities and leverage regional synergies.
• Coordinate with the Digital & Content Specialist to ensure high-quality, consistent and impactful brand communication.
• Share market insights, customer feedback and business performance with HQ to influence future innovation and strategic priorities.
• Ensure effective communication, planning and execution across multiple markets and stakeholders.

KEY PERFORMANCE INDICATORS

• Brand growth and achievement of agreed business objectives.
• Successful implementation of annual marketing plans and innovation launches.