Brand Communications Manager

BP AKR Fuels Retail; Indonesia; On-site; IDR 180,000,000 - 340,000,000; Full time

Job summary

BP AKR Fuels Retail in Indonesia is seeking a Brand and Communications Leader to plan, manage, and control the company’s brand, marketing communications, and CRM strategies to strengthen brand image and customer loyalty at SPBU.

You will oversee brand guidelines, corporate communications, media relations, and CRM programs, and lead a team to deliver campaigns, loyalty initiatives, and CSR projects across channels.

Qualifications

• Bachelor’s degree in Marketing, Communication or related field.
• Minimum 5 years in brand management, marketing communication, or corporate communication.
• Minimum 3 years in a managerial role, preferably in retail, FMCG or fuel retail.
• Strong understanding of brand management, marketing communication, and CRM.
• Excellent communication, presentation and negotiation skills.

Responsibilities

• Develop and implement the brand strategy aligned with vision and positioning of the fuel retail business.
• Ensure brand identity consistency across all channels and media.
• Manage corporate communications, including marketing, corporate comms and PR.
• Lead campaigns (SPBU promotions, loyalty programs, CSR, rebranding, openings) and content.
• Partner with media and agencies; handle reputational risk management.
• Develop CRM strategies; manage databases and loyalty programs; analyze customer data.

Skills

Brand management

Marketing communications

CRM strategy

Leadership

Data analysis

Strategic planning

Project management

Digital marketing

Social media

Education

Bachelor’s degree in Marketing, Communication or Management

Job description

To plan, manage, and control the company’s brand, communication, and Customer Relationship Management (CRM) strategies in order to build a strong, consistent, and trustworthy brand image, enhance customer loyalty at fuel retail stations (SPBU), and support the achievement of sales targets and overall business growth.

Responsibilities :

Brand & Communication

• Develop and implement the company’s brand strategy in line with the vision, mission, and positioning of the fuel retail (SPBU) business.
• Ensure consistency of brand identity (brand guidelines) across all communication channels (offline and online).
• Manage corporate communications, including marketing communication, corporate communication, and public relations.
• Manage communication campaigns (SPBU promotions, loyalty programs, CSR initiatives, rebranding, and new SPBU openings).
• Manage communication content (promotional materials, social media, website, press releases, and internal communications).
• Manage relationships with media, creative agencies, digital agencies, and other communication vendors.
• Handle communication issues and brand reputation management (brand and reputational risk management).

CRM (Customer Relationship Management)

• Develop CRM strategies to enhance customer satisfaction and loyalty at SPBU.
• Manage customer databases and loyalty programs (membership, data-driven promotions, and customer campaigns).
• Analyze customer behavior and needs as a basis for developing CRM programs.
• Coordinate with SPBU operational teams regarding the on-site implementation of CRM programs.
• Ensure the effectiveness of CRM programs through regular monitoring and evaluation.

Managerial & Control

• Prepare departmental budgets and control budget realization.
• Prepare and submit departmental performance reports to management.

Leadership & Team Management

• Lead and develop the team under his/her supervision.
• Set targets, monitor performance, and encourage cross-functional collaboration to ensure program alignment.
• Build a culture of accountability, efficiency, and continuous improvement.

Requirements

• Minimum Bachelor’s degree (S1) in Marketing, Communication, Management, or a related field.
• At least 5 years of experience in brand management, marketing communication, or corporate communication.
• Minimum 3 years of experience in a managerial role, preferably in the retail, FMCG, or fuel retail (SPBU) industry.
• Strong understanding of brand management, marketing communication, and CRM.
• Ability to analyze customer data and market insights.
• Strong strategic planning and project management skills.
• Excellent communication, presentation, and negotiation skills.
• Good understanding of digital marketing and social media.
• Strong leadership, problem-solving, and decision-making abilities.
• Ability to work cross-functionally and in a dynamic environment.