General Manager Marketing

ISMAYA GROUP; Jakarta Pusat; On-site; IDR 700,000,000 - 1,200,000,000; Full time

Job summary

ISMAYA GROUP is seeking a Senior Marketing leader to drive brand and portfolio strategy across its lifestyle brands from Jakarta. You will shape brand identity, guide strategic campaigns, and align marketing with commercial goals while leading Marketing Managers and collaborating with cross-functional teams.

The role requires deep experience in brand strategy, consumer insights, and market research, with a track record of boosting brand equity and sales across multi-brand portfolios in dynamic

Qualifications

• Bachelor's degree in Business Administration, Marketing, Communications, or related field.
• Minimum 8–10 years of experience in Marketing with multi-brand management.
• Senior Marketing Manager / Group Marketing / General Manager level experience.
• Experience in F&B, Retail, Lifestyle, Hospitality, or Consumer Goods.
• Fluent in English; strong presentation and stakeholder skills.

Responsibilities

• Lead brand and portfolio strategy across multiple lifestyle brands.
• Oversee brand positioning, identity, and market differentiation.
• Develop integrated marketing strategies and campaigns across channels.
• Provide direction to Marketing Managers and nurture talent.
• Partner with cross-functional teams to align marketing with commercial goals.
• Monitor performance, optimize ROI, and drive customer engagement and sales growth.
• Build external partnerships to amplify brand relevance and reach.
• Lead market, competitor, and consumer analysis; translate insights into actions.

Skills

Brand strategy

Campaign management

Consumer insights

Market research

Commercial marketing

Leadership

People management

Cross-functional collaboration

Strategic thinking

Communication & negotiation

English fluency

Education

Bachelor's degree in Business, Marketing or related field

Tools

Google Workspace

Microsoft Office

Job description

Responsible for leading, overseeing, and developing the overall marketing strategy and performance across multiple ISMAYA Lifestyle Brands to strengthen brand equity, drive customer engagement, and achieve sustainable business and sales growth. The role provides strategic direction and leadership to Marketing Managers/Senior Marketing Managers while ensuring alignment across brand, campaign, product, and commercial strategies.

Brand & Portfolio Strategy

• Develop and lead long-term marketing and brand strategies across multiple assigned lifestyle brands to strengthen brand equity, market positioning, and business growth.
• Oversee brand positioning and ensure each brand has a clear identity, target market, value proposition, and strategic direction.
• Monitor and evaluate brand performance across the portfolio and identify opportunities for growth, improvement, and innovation.
• Ensure consistency of brand direction while allowing each brand to maintain its unique positioning and character.
• Identify opportunities for cross-brand collaboration, partnerships, and initiatives to strengthen the overall portfolio.
• Build strategic partnerships with brands, public figures, communities, media, and other relevant partners to increase brand relevance and customer engagement.
• Lead the development of integrated marketing strategies and campaigns across multiple brands and channels.
• Provide strategic direction to Marketing Managers/Senior Marketing Managers in developing and executing brand campaigns, activations, promotions, and customer engagement initiatives.
• Evaluate campaign performance and ensure marketing activities contribute to brand awareness, customer acquisition, engagement, and sales growth.
• Drive innovation in marketing approaches, channels, content, and customer experiences based on market and consumer trends.
• Ensure effective prioritization of marketing initiatives across brands based on business needs and commercial opportunities.

Commercial & Promotional Strategy

• Develop and oversee promotional strategies across brands to support revenue, traffic, customer acquisition, and business growth.
• Review promotional plans, seasonal campaigns, loyalty initiatives, and commercial programs developed by the marketing teams.
• Partner with Business and Operations teams to ensure marketing strategies are aligned with commercial objectives.
• Monitor marketing performance and ROI to optimize marketing investment and resource allocation.
• Identify opportunities to maximize commercial impact through marketing initiatives and customer programs.

Product & Customer Strategy

• Provide strategic direction on product positioning, value proposition, and go-to-market strategies across assigned brands.
• Identify market and consumer opportunities that can support new product development, product enhancement, and portfolio growth.
• Ensure marketing insights and customer needs are incorporated into product and business decisions.
• Collaborate with Product Development, Operations, Commercial, Creative, and other functions to ensure alignment between product, brand, and marketing strategies.
• Lead market, competitor, and consumer analysis across the brand portfolio.
• Monitor industry trends, consumer behavior, competitive activities, and emerging opportunities to support strategic decision-making.
• Translate market and consumer insights into actionable marketing and business strategies.
• Establish a data-driven approach to evaluate brand and marketing performance.

Leadership & People Management

• Lead, coach, and develop Marketing Managers and Senior Marketing Managers across assigned brands.
• Provide clear strategic direction, priorities, objectives, and KPIs to marketing leaders.
• Monitor the performance and execution of marketing teams and ensure alignment with overall marketing and business objectives.
• Build a high-performing marketing organization through talent development, coaching, succession planning, and capability building.
• Review and challenge marketing strategies and execution plans to ensure they meet expected business outcomes.
• Foster collaboration and knowledge sharing across marketing teams and brands.

Stakeholder & Cross-Functional Management

• Act as a strategic marketing partner to senior management and business leaders.
• Work closely with Operations, Commercial, Product Development, Finance, Creative, Digital, and other functions to drive business performance.
• Present marketing strategies, business insights, performance updates, and recommendations to senior management.
• Manage relationships with external agencies, strategic partners, media, KOLs, communities, and other stakeholders as required.

Qualifications

• Bachelor's degree in Business Administration, Marketing, Communications, or a related field.
• Minimum 8–10 years of experience in Marketing, with proven experience managing multiple brands or a brand portfolio.
• Proven experience in a Senior Marketing Manager / Marketing Head / Group Marketing / General Manager capacity.
• Experience in F&B, Retail, Lifestyle, Hospitality, or Consumer Goods or other
• Strong experience in brand strategy, campaign management, consumer insights, market research, and commercial marketing.
• Proven track record in developing and executing marketing strategies that contribute to business and sales growth.
• Strong understanding of consumer behavior, market trends, and competitive landscape.
• Strong leadership and people management skills, with experience managing Marketing Managers/Senior Managers and cross-functional teams.
• Strong strategic thinking and business acumen.
• Excellent communication, presentation, negotiation, and stakeholder management skills.
• Fluent in English, both written and verbal.
• Proficient in Google Workspace and Microsoft Office Suite.
• Strong analytical, organizational, and problem-solving skills.
• Creative, commercially driven, and able to manage multiple brands, priorities, and projects simultaneously.
• Ability to work in a fast-paced, dynamic, and highly collaborative environment.