Senior Brand Manager

WireHire; Jakarta Pusat; On-site; IDR 350,000,000 - 550,000,000; Full time

Job summary

WireHire is seeking a Senior Brand Manager to lead end-to-end brand strategy, category growth, and integrated marketing across Indonesia's retail and F&B landscape. You will drive product development, manage cross-functional NPD projects, and collaborate with R&D, Manufacturing, and Regulatory teams to bring high-quality products to market on schedule.

The role requires 8–10 years in a reputable FMCG environment, with a proven track record in 360-degree campaigns, launches, and commercial

Qualifications

• Education: Bachelor's or Master's in Business, Marketing, Management, or related field.
• 8–10 years of progressive brand management experience in a reputable FMCG environment.
• Proven track record leading 360-degree brand campaigns, launches, and category growth.
• Strong analytical skills with P&L management and retail analytics.
• Excellent cross-functional leadership, agency management, and executive communication.
• Fluent in Bahasa Indonesia and English; Mandarin a plus.

Responsibilities

• Develop and execute short- and long-term brand strategies, annual business plans, and calendars.
• Lead 360-degree marketing campaigns across digital, in-store activation, and trade promotions.
• Oversee NPD projects from consumer insights to launch with cross-functional teams.
• Partner with Commercial, Sales and Trade Marketing to optimize channel strategies and profitability.

Skills

Brand strategy

Category growth

Campaign management

P&L management

Leadership

Cross-functional collaboration

Education

Bachelor's or Master's in Business/Marketing/Management

Job description

Our client is a premier, market-leading consumer goods enterprise with an extensive national distribution network and a diverse portfolio of established household food and beverage brands is seeking an experienced, growth-oriented Senior Brand Manager.

In this role, you will lead end-to-end brand strategy, category growth, product development, and integrated marketing campaigns for a high-priority category within the Indonesian retail and food service landscape.

Key Responsibilities

1. Brand Strategy & Category Growth

• Develop and execute short- and long-term brand strategies, annual business plans, and commercial calendars for assigned product categories.
• Drive market share growth, brand equity, and profitability across multiple distribution channels (Modern Trade, Traditional Trade, and Food Service/B2B).
• Monitor category performance, market trends, consumer insights, and competitor moves to identify unmet consumer needs and brand expansion opportunities.

2. Integrated Marketing & Campaign Management

• Lead 360-degree marketing communications, including digital/social media strategies, ATL/BTL advertising, in-store activation, and trade promotions.
• Direct external agency partners (creative, media, PR, digital) to ensure high-quality execution aligned with brand guidelines and ROI expectations.
• Manage and optimize the brand marketing budget, tracking campaign effectiveness and media efficiency.

3. New Product Development (NPD) & Commercialization

• Lead cross-functional NPD projects from consumer insights and concept design to formulation alignment, packaging development, and commercial launch.
• Collaborate closely with R&D, Manufacturing, Procurement, and Regulatory Affairs to bring scalable, high-quality food/beverage products to market on schedule.

4. Commercial & Cross-Functional Alignment

• Partner with Commercial, Sales, and Trade Marketing teams to design impactful channel strategies, promotional calendars, and merchandising guidelines.
• Analyze P&L performance, volume forecasts, pricing structures, and margin dynamics to ensure sustained profitability.

Key Requirements & Qualifications

• Education: Bachelor's or Master's degree in Business, Marketing, Management, or a related field.
• Experience: 8-10 years of progressive brand management experience in a reputable FMCG environment, with a proven track record specifically in the Food & Beverage sector in Indonesia.
• Track Record: Demonstrated success in leading 360-degree brand campaigns, new product launches, and commercial category growth.
• Analytical Capability: Strong business acumen with deep experience in P&L management, brand analytics, and retail audit data.
• Leadership & Stakeholder Management: Excellent cross-functional leadership, agency management, and executive communication skills.
• Language: Fluent in Bahasa Indonesia and English (written and spoken). MANDARIN WOULD BE A PLUS.