Marketing Specialist – Product & Branding

1. Job Purpose

Support the development and growth of the brand by managing product strategy, product development, and brand communication, ensuring strong differentiation and consistent brand positioning in the market.

2. Key Responsibilities

2.1 Product Strategy & Development

• Support the development of new products (NPD) from concept to launch.
• Conduct market research, consumer insight analysis, and competitor benchmarking to identify product opportunities.
• Collaborate with R&D, production, and sales teams to develop product specifications and improvements.
• Participate in product testing, benchmarking, and quality evaluation.
• Define product positioning, key claims, and value proposition.
• Manage the product lifecycle including improvement, renovation, and phase-out.

2.2 Brand Strategy & Branding

• Support the development and execution of brand strategy and positioning.
• Ensure brand consistency across packaging, communication materials, and marketing activities.
• Develop brand messaging, key visuals, and storytelling aligned with brand identity.
• Work with creative agencies to develop branding assets such as POSM, packaging, and digital content.

2.3 Product Launch & Marketing Activation

• Develop product launch plans (Go-to-Market / IMC plan).
• Prepare product marketing materials such as sell sheets, product training materials, and product guidelines.
• Support trade marketing and sales teams with product knowledge and selling points.
• Coordinate cross-functional teams to ensure successful product launch execution.

2.4 Market Intelligence

• Monitor market trends, competitor activities, and product innovations.
• Conduct product benchmarking and performance tracking.
• Provide insights and recommendations to improve product competitiveness.

2.5 Performance Monitoring

• Track product performance including sales, market share, and consumer feedback.
• Evaluate the effectiveness of marketing activities and product launches.
• Recommend actions to improve brand awareness and product growth.

Education

Bachelor’s degree in Marketing, Business Administration, or related fields.

Experience

• 3–5 years of experience in Marketing.
• Preferably with experience in FMCG or consumer goods industries.
• Experience in product development and brand management is an advantage.

Skills

• Strong strategic thinking and analytical skills.
• Project management and cross-functional coordination skills.
• Ability to translate consumer insights into product concepts.
• Strong communication and presentation skills.