Head of ATL Marketing

PT-Amerta-Indah-Otsuka; Jakarta Pusat; On-site; IDR 900,000,000 - 1,500,000,000; Full time

Job summary

PT Amerta Indah Otsuka seeks a Head of ATL to lead brand development, governance, and execution of Above-The-Line communications across mass media and consumer touchpoints. You will translate brand strategy into high-impact assets, safeguard messaging integrity, and coordinate with media, retail, and activation teams to drive brand equity and growth.

You will oversee education narratives, validate messaging against brand purpose, and guide end-to-end ATL creative production, ensuring alignment

Qualifications

• Requires minimum Bachelor's degree in Marketing, Communication, Business Management, Media Studies, or related fields.
• 8+ years of relevant experience with at least 3 years in leadership roles.
• Proven experience leading creative execution and brand governance in consumer-driven industries.
• Strong expertise in ATL creative development and brand identity systems.
• Solid understanding of regulatory and compliance requirements in F&B marketing.
• Ability to translate strategy into compelling visual and narrative execution.
• Ability to manage multiple campaigns under tight timelines.

Responsibilities

• Lead and continuously update brand identity, brand codes, and tone of voice.
• Ensure alignment of brand messaging across ATL media, POS, and key touchpoints.
• Translate emotional and functional brand benefits into clear storytelling.
• Review materials for coherence and strategic relevance.
• Develop end-to-end ATL creative assets and ensure channel-appropriate formats.
• Align creative assets with integrated campaign design and media plans.
• Incorporate educational, promotional, and conversion triggers into designs.
• Design brand presence blueprints and on-ground story arcs.

Skills

Brand governance

ATL creative development

Regulatory compliance

Leadership

Cross-functional collaboration

Storytelling

Education

Bachelor's degree in Marketing, Communication, Business Management, Media Studies, or related fields

Job description

The Head of ATL is responsible for leading the development, governance, and execution of Above-The-Line (ATL) brand communication to ensure consistent, compelling, and compliant brand presence across all mass media and key consumer touchpoints. This role translates brand strategy into high-impact creative assets, safeguards brand identity and messaging integrity, and ensures seamless alignment across media, retail, and activation channels to support brand equity, consumer engagement, and business growth.

Job Description

Brand Identity, Messaging & Governance

• Lead and continuously update brand identity, brand codes, and tone of voice by defining visual systems, messaging principles, and emotional positioning aligned with HQ brand guides to ensure long-term brand consistency and recognition.
• Ensure alignment of brand messaging, visual tone, and consumer experience across ATL media, POS, and key touchpoints through structured reviews and governance controls to protect brand equity.
• Develop education messages and communication narratives by translating emotional and functional brand benefits into clear storytelling that resonates with target audiences across the consumer journey.
• Validate message consistency with brand purpose, positioning, and strategic objectives by reviewing communication materials to ensure coherence and strategic relevance.
• Develop and manage end-to-end ATL creative assets by translating media briefs into design direction, guiding mockups and storyboards, and finalizing assets per channel format to support effective media execution.
• Ensure alignment of creative assets with integrated campaign design and media plans across ATL, digital, and activation channels to deliver a unified brand experience.
• Incorporate educational, promotional, and conversion triggers into creative designs to strengthen communication clarity, engagement, and campaign effectiveness.
• Design brand presence blueprints and on-ground story arcs by structuring messaging flow from awareness to conversion to enhance campaign impact across consumer touchpoints.

Creative Review, Quality Control & Compliance

• Review and approve marketing, sales, packaging, and POSM assets by ensuring compliance with brand guidelines, regulatory standards, and language accuracy to mitigate reputational and legal risk.
• Conduct internal reviews and pre-tests including concept testing and copy checks by coordinating with relevant stakeholders to improve creative effectiveness before deployment.
• Perform quality control and ensure timely delivery of finalized assets to media partners to support smooth execution and on-time campaign launches.

Cross-Functional & External Collaboration

• Engage influencers, partners, and relevant organizations to extend message credibility and authenticity through aligned storytelling and compliant brand representation.
• Collaborate with Scientific Regulatory and Corporate Communication teams to implement approved creative changes and ensure aligned execution across functions.

Capability Building & Supporting Responsibilities

• Provide training, guidance, and brand governance support to internal teams and agencies to ensure correct application of brand guidelines and consistent execution standards.
• Support asset optimization and knowledge management by archiving creative materials in a centralized repository, conducting periodic brand audits, and recommending improvements based on performance feedback and trends.

Requirements

• Minimum Bachelor's degree in Marketing, Communication, Business Management, Media Studies, or related fields
• Minimum 8 years of relevant experience, with minimum 3 years experience in leadership roles
• Proven experience leading creative execution and brand governance in FMCF or consumer-driven industries
• Strong expertise in ATL creative development and brand identity systems
• Solid understanding of regulatory and compliance requirements in F&B marketing
• Ability to translate strategy into compelling visual and narrative execution
• Ability to manage multiple campaigns under tight timelines

PT Amerta Indah Otsuka is affiliation from Otsuka Pharmaceutical Co., Ltd with our leading products Pocari Sweat, SOYJOY, ion water, Oronamin C and Fibe Mini. Our philosophy is "Otsuka-people creating new products for better health worldwide". As for now, our Head Office is in South Jakarta and we have two production plants, in Sukabumi and Kejayan. Visit our website and follow our social media to know more about us: Instagram: @otsuka.id Facebook: @otsuka.id Twitter: @otsuka_id For career information please visit our website : www.aio.co.id

Manufacturing

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Culture

We strive to constantly pursue innovation of our products and services

Here, we work together to make the dream work

Strong belief and efforts are the base to achieve long term success