Head of ATL Marketing

PT Amerta Indah Otsuka; Jakarta Selatan; On-site; IDR 900,000,000 - 1,200,000,000; Full time

Job summary

PT Amerta Indah Otsuka seeks a Head of ATL to lead development, governance and execution of brand communication across mass media, aligning with HQ guidelines and business goals. Translate strategy into high-impact assets and manage cross-functional collaboration with media, retail and activation teams.

The ideal candidate has 8+ years in marketing with leadership in FMCG, deep knowledge of brand identity systems, regulatory compliance in F&B marketing, and a proven track record of driving

Qualifications

• Bachelor’s degree in Marketing, Communication, Business or related field.
• 8+ years of experience with at least 3 years in leadership roles.
• Proven experience leading creative execution and brand governance in FMCG or consumer 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 update brand identity, codes and tone of voice aligned with HQ guides.
• Ensure brand messaging consistency across ATL media, POS and touchpoints.
• Develop education messages and narratives across the consumer journey.
• Review materials for coherence with brand purpose and strategic objectives.
• Develop end-to-end ATL creative assets from briefs to final assets.
• Align creative assets with integrated campaign design across channels.
• Incorporate educational and conversion triggers into designs.
• Design brand blueprints and story arcs from awareness to conversion.
• Review and approve marketing, packaging, and POSM assets for compliance.
• Coordinate internal reviews and pre-tests to improve effectiveness.
• Ensure timely delivery of assets to media partners.
• Engage influencers and external partners to enhance credibility.
• Collaborate with Scientific Regulatory and Corporate Communications teams.
• Provide training and brand governance support to internal teams and agencies.
• Archive assets in a centralized repository and conduct brand audits.

Skills

Leadership

Brand governance

ATL creative

Regulatory compliance

Cross-functional collaboration

Education

Bachelor's degree in Marketing/Communication/Business

Job description

Job Summary

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.

ATL Creative Strategy & Asset Development

• 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.

Qualifications

• 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