Assistant Brand Manager

The Assistant Brand Manager (ABM) plays a critical executional role in driving brand growth, ensuring consistency across all consumer touchpoints, and supporting key marketing initiatives for the powdered milk category.

You will collaborate closely with the Brand Manager and cross-functional teams to deliver strong brand performance, especially in the key shop retail system.

This role is suitable for candidates who are detail-oriented, execution-driven, data-informed, and able to manage multiple projects simultaneously in a fast-paced FMCG environment.

Responsibilities:

1. Brand & Marketing Strategy

• Assist in crafting short-term marketing plans aligned with the brand's long-term vision.

• Translate strategic priorities into actionable KPIs and ensure on-ground execution.

• Collaborate cross-functionally to align branding efforts across all touchpoints.

2. Consumer & Market Understanding

•Monitor consumer trends, competitive dynamics, and category shifts to identify growth gaps.

•Conduct field visits, in-store immersions, and collaborate with research agencies to collect insights.

•Summarize findings into actionable recommendations for the brand team.

3. Channel Support/ Activation

•Work with Trade/Key Account teams to design and deploy in-store visibility, activation and promotion programs.

•Customize brand initiatives tailored to channels to maximize conversion and brand presence.

•Track promotion effectiveness, ROI, and provide improvement plans.

4. Marketing Activity Execution

•Execute communication campaigns, NPD launches and 360° marketing assets.

•Coordinate with internal teams (Media, PR, CRM, Digital Content) and agencies to develop consumer-centric materials

•Oversee POSM production, adaptation of digital assets, sampling programs and activation materials.

5. Performance Monitoring & Budget Control

•Monitor brand KPIs, volume/sales performance, campaign ROI, and competitive benchmarking.

•Manage allocated budget responsibly and propose cost optimization opportunities.

6. Cross-Functional Collaboration

•Build strong partnerships with Sales, Trade Marketing, Innovation, R&D, Regulatory, SCM, and Finance.

•Represent the brand perspective in internal meetings and contribute to cross-functional projects.

Qualifications

Bachelor's graduate, preferably majoring in marketing or business administrator.

Experience

• 2+ years of experience in a similar position in the field of Marketing in FMCG industry is a plus.

• Proven experience as an Assistant Brand Manager.

• Minimum 2 years of experience in FMCG Marketing or Brand Management.

• Experience in the Milk category is a strong advantage.

• Proven exposure to NPD projects and commercial executions.