Branding Manager

PT OTWOO Cosmetic Indonesia; Jakarta Utara; On-site; IDR 334,800,000 - 502,200,000; Full time

Job summary

PT OTWOO Cosmetic Indonesia is seeking a Brand Manager to develop and execute the brand strategy in Indonesia, covering planning, insights, product launches, and go-to-market activities. You will collaborate with Product, Marketing, Content, KOL, E-commerce, Sales, Supply Chain, and HQ teams to translate strategies into market execution.

The role requires strong strategic thinking, deep understanding of the Indonesian beauty and FMCG market, and hands-on execution across multiple products and

Qualifications

• Minimum 5 years of experience in Brand Management, Marketing, Category Management, or related roles.
• Minimum 2 years of hands-on Brand Management with direct ownership of brand, product, or category performance.

Responsibilities

• Develop and execute annual and long-term brand strategies for Indonesia.
• Lead end-to-end product launches from market research to post-launch evaluation.
• Coordinate cross-functional teams for timely launches and initiatives.
• Monitor brand performance, campaign results, and ROI to guide optimizations.
• Ensure consistent brand positioning across consumer touchpoints.

Skills

Brand management

Marketing strategy

Cross-functional collaboration

Education

Bachelor's degree in Marketing or related field

Tools

Data analytics tools

Job description

The Brand Manager will be responsible for developing and executing O.TWO.O’s overall brand strategy in Indonesia, covering brand planning, consumer insights, product development and launches, go-to-market planning, marketing campaigns, content direction, channel activation, and business performance.

The ideal candidate is a strategic and commercially minded professional with strong execution capabilities and a deep understanding of the Indonesian beauty and FMCG market.

You will collaborate closely with Product, Marketing, Content, KOL, E-commerce, Sales, Supply Chain, and HQ teams to ensure brand strategies are effectively translated into market execution and measurable business results.

Key Responsibilities

1. Brand Strategy & Development

Develop and execute annual and long-term brand strategies and plans for O.TWO.O in Indonesia.

Define brand positioning, target consumers, key brand messages, and strategic growth priorities.

Develop brand strategies based on market trends, consumer insights, competitive landscape, and business objectives.

Identify opportunities to strengthen brand awareness, consumer penetration, category growth, and market share.

Ensure consistent brand positioning and communication across relevant consumer touchpoints.

2. Product Launch & Go-to-Market

Lead end-to-end brand planning for new product launches, from market research and product positioning to launch execution and post-launch evaluation.

Work closely with HQ Product and local teams to identify market opportunities, consumer needs, and product requirements.

Develop product positioning, key selling points, launch strategies, pricing direction, and communication guidelines.

Coordinate cross-functional teams to ensure successful and timely product launches.

Monitor product performance throughout its lifecycle and recommend strategies for optimization, growth, and iteration.

Develop standardized launch and go-to-market frameworks to support scalable product growth.

Conduct regular research on Indonesian beauty trends, consumer behavior, competitors, pricing, channels, and market developments.

Translate market and consumer insights into actionable brand, product, and marketing strategies.

Monitor competitor launches, campaigns, product innovation, positioning, and promotional activities.

Identify market gaps and emerging consumer opportunities to support brand and category growth.

4. Marketing & Campaign Management

Develop integrated marketing strategies and campaigns aligned with brand and commercial objectives.

Work closely with Content, KOL, Social Media, E-commerce, and other marketing teams to translate brand strategies into effective execution.

Develop campaign concepts, key communication messages, content directions, and activation plans.

Ensure marketing activities clearly communicate product benefits and brand value propositions.

Evaluate campaign performance and optimize activities based on data and market response.

5. Cross-Functional Project Management

Lead and coordinate cross-functional projects involving Product, Marketing, Content, KOL, E-commerce, Sales, Supply Chain, and HQ teams.

Establish clear project timelines, priorities, responsibilities, and deliverables.

Coordinate internal resources and ensure alignment between brand strategy and execution across functions and channels.

Monitor project progress, execution quality, and business outcomes.

Proactively identify and resolve issues that may impact product launches, campaigns, or business performance.

6. Brand Performance & Business Analysis

Monitor key brand and business performance indicators, including sales, category growth, product performance, campaign results, conversion, consumer feedback, and ROI.

Conduct regular brand, product, and campaign reviews to identify opportunities and areas for improvement.

Prepare business reviews, performance reports, and strategic recommendations for management and HQ.

Use data and market feedback to continuously improve brand, product, marketing, and channel strategies.

Drive initiatives that improve brand competitiveness, category performance, and overall business growth.

Requirements

Minimum 5 years of experience in Brand Management, Marketing, Category Management, or related roles, preferably within the beauty or FMCG industry.

Minimum 2 years of hands-on experience in Brand Management or a similar role with direct ownership of brand, product, or category performance.

Proven experience managing end-to-end product launches, from market research and positioning to launch execution and post-launch optimization.

Strong understanding of the Indonesian beauty, cosmetics, or FMCG market.

Strong knowledge of brand strategy, consumer insights, product positioning, marketing campaigns, and commercial planning.

Experience managing multiple products, SKUs, or categories is highly preferred.

Proven ability to manage multiple projects and coordinate cross-functional teams.

Strong analytical, strategic thinking, problem-solving, and project management skills.

Strong commercial awareness and result-oriented mindset.

Excellent communication and stakeholder management skills.

Fluent in English, both written and verbal, with the ability to communicate effectively with HQ and regional teams.

Bachelor’s degree or above in Marketing, Business Administration, Brand Management, or a related field is preferred.

Preferred Qualifications

Previous experience as a Brand Manager / Senior Brand Manager in leading FMCG, beauty, skincare, or cosmetics companies.

Experience with multinational or international beauty brands and adapting brand strategies to the Indonesian market.

Experience managing multiple product categories or a broad product portfolio.

Strong understanding of Indonesian e-commerce, social media, KOL/influencer marketing, and offline distribution channels.

Proven track record of successfully launching and growing high-potential products or categories.

Experience working cross-functionally with Product, Marketing, Sales, E-commerce, and Supply Chain teams.

Experience developing standardized brand planning, product launch, or go-to-market frameworks is a plus.

What We Are Looking For

We are looking for a Brand Manager who is:

Strategic & Commercial – able to connect brand strategy with business growth and revenue.

Consumer-focused – understands Indonesian beauty consumers and translates insights into actionable strategies.

Hands-on – able to take ownership from strategy development through execution.

Data-driven – uses market and business data to make informed decisions.

Strong in Execution – able to turn plans into measurable results.

Collaborative – effective in working with multiple teams and stakeholders.

Proactive & Accountable – takes ownership of projects, decisions, and business outcomes.