Brand Manager

BEACON MART; Petaling Jaya; On-site; MYR 90,000 - 150,000; Full time

Job summary

Beacon Mart seeks a Brand Manager to lead brand building, portfolio development, consumer engagement and marketing initiatives to strengthen brand equity and drive growth.

The role collaborates with Sales, Trade Marketing, Digital, Design, Events, Procurement, Supply Chain and external agencies to ensure alignment and consistent brand execution across Beacon Mart outlets and external retail channels.

Qualifications

• Bachelor-level degree in marketing or related field required.
• 5–7 years in brand/marketing roles in FMCG/retail preferred.
• Proven ability to develop and execute integrated brand plans.
• Strong understanding of brand building, consumer behaviour, and FMCG dynamics.
• Experience launching products and managing multiple channels/agencies.

Responsibilities

• Lead Brand Strategy & Business Planning, aligning with growth objectives.
• Oversee Integrated Marketing & Brand Campaigns across channels.
• Drive Brand Portfolio & Product Marketing strategies and launches.
• Gather consumer insights and translate into actionable plans.
• Coordinate Retail & Commercial Activation with Sales and Trade Marketing.
• Collaborate with Digital, E‑commerce, design and external partners.
• Manage brand budget, ROI, and performance metrics.
• Lead cross-functional teams and mentor the Assistant Brand Manager.

Skills

Brand management

Marketing

Integrated campaigns

Agency management

Budget management

Stakeholder management

Excel

PowerPoint

Travel

Analytics

Project management

Communication

Education

Bachelor’s degree in Marketing, Business Administration, Communications or related field

Tools

Excel

PowerPoint

Job description

The Brand Manager will lead brand building, portfolio development, consumer engagement and commercial marketing initiatives to strengthen brand equity and drive sustainable business growth.

The Brand Manager will work closely with Sales, Trade Marketing, Retail Operations, Digital, Design, Events, Procurement, Supply Chain and external agencies to ensure strong strategic alignment and consistent brand execution across Beacon Mart outlets and external retail channels.

Key Responsibilities

1. Brand Strategy & Business Planning

Develop and execute annual and long-term brand plans aligned with overall business, category and revenue growth objectives.

Develop clear brand positioning, target consumer segments, brand proposition, communication strategy and key brand priorities.

Translate business objectives and consumer insights into actionable brand strategies and marketing plans.

Identify opportunities to strengthen brand equity, consumer penetration, usage occasions and market growth.

Develop and manage brand architecture, SKU portfolio and product lifecycle, including new launches, optimization and rationalization.

Monitor brand performance and recommend strategies to address business and brand opportunities.

2. Integrated Marketing & Brand Campaigns

Lead the development and execution of integrated marketing campaigns across relevant channels, including ATL, digital, social media, retail, e-commerce, events, PR, KOL/influencer, consumer promotions and in-store activation.

Lead product launches and major brand campaigns from strategic development through execution and post-campaign evaluation.

Develop campaign briefs, communication strategies, creative direction and key consumer messaging to ensure consistency with brand positioning.

Work closely with internal teams, creative agencies, media agencies, PR agencies, production houses and other partners to deliver campaigns on time and within budget.

Ensure consistent brand identity, tone of voice, visual communication and consumer experience across all consumer touchpoints.

Evaluate campaign effectiveness through relevant KPIs, sales impact, consumer response, media performance and ROI, and translate learnings into future plans.

3. Brand Portfolio & Product Marketing

Drive marketing strategies for existing and new products and relevant Beacon Mart categories.

Identify opportunities for product innovation, renovation, repackaging, pricing and portfolio optimization based on market and consumer needs.

Work closely with Product Development, Sales, Procurement and Supply Chain teams to ensure successful product commercialization and launch readiness.

Develop product value propositions, key selling points, packaging communication and launch plans.

Monitor product performance and recommend actions to improve sales, distribution, penetration and profitability.

4. Consumer, Market & Competitive Insights

Monitor market trends, consumer behaviour, category developments and emerging opportunities relevant to key product portfolio and Beacon Mart.

Conduct competitor analysis covering product offerings, pricing, promotions, communication, distribution and retail execution.

Leverage consumer, market and sales data to identify growth opportunities and strengthen brand strategies.

Translate insights into actionable marketing, product and communication strategies.

Develop a strong understanding of target consumers, their needs, purchase drivers and shopping behaviour across different channels.

5. Retail & Commercial Brand Activation

Work closely with Sales and Trade Marketing to translate brand strategies into effective retail and channel execution.

Ensure brand campaigns, product launches and promotions are effectively activated across Beacon Mart outlets and external retail channels.

Provide clear brand guidelines and communication direction for in-store, POSM, merchandising and shopper-facing materials.

Work with Retail Area Managers and Operations to enhance brand presence and consumer experience across Beacon Mart outlets.

Identify opportunities to strengthen brand visibility, shopper engagement and conversion at key consumer touchpoints.

Work closely with Digital Marketing and E-commerce teams to ensure brand strategy is effectively translated into digital and online consumer experiences.

Drive integrated online-to-offline brand initiatives to strengthen consumer engagement and conversion.

Work closely with Digital Marketing to develop digital content and communication direction aligned with brand positioning and campaign objectives.

Monitor digital and e-commerce performance and identify opportunities to improve consumer acquisition, engagement and sales.

7. Brand Budget & Commercial Management

Develop and manage annual brand marketing budgets in line with business priorities.

Ensure effective allocation and utilization of marketing investments across campaigns, media, activation, production and other brand initiatives.

Monitor marketing spending, campaign costs and budget utilization to ensure cost efficiency and compliance.

Evaluate marketing investment based on campaign effectiveness, incremental sales, ROI and overall business impact.

Support commercial and P&L discussions by providing marketing performance and investment insights.

8. Cross-Functional & Stakeholder Management

Work closely with Sales, Trade Marketing, Retail Operations, Digital, E-commerce, Design, Events, Product Development, Procurement, Supply Chain and Finance to ensure effective execution of brand plans.

Align stakeholders on brand priorities, campaign timelines, product launches and commercial objectives.

Manage external agencies and partners to ensure quality, timely delivery and alignment with brand requirements.

Build strong working relationships across functions and drive projects from strategy to execution.

Lead, guide and develop the Assistant Brand Manager and Senior Brand Executive, providing clear direction and support.

Delegate responsibilities effectively and ensure the team delivers projects according to brand and business objectives.

Coach team members to strengthen their strategic, commercial, analytical and execution capabilities.

Provide regular feedback and identify opportunities for performance improvement and career development.

Foster a collaborative, accountable and proactive team culture.

Key Skills & Qualifications

Bachelor’s degree in Marketing, Business Administration, Communications or a related field.

5–7 years of relevant experience in brand management, marketing or commercial marketing, preferably within FMCG, food, retail or consumer goods.

Proven experience in developing and executing integrated brand and marketing plans.

Strong understanding of brand building, consumer behaviour, retail dynamics and FMCG marketing.

Experience managing product launches, integrated campaigns, agencies and multiple marketing channels.

Strong commercial acumen with the ability to connect brand activities to sales and business performance.

Strong analytical and problem-solving skills with the ability to translate data and insights into actionable strategies.

Strong project management skills with the ability to manage multiple projects, timelines and stakeholders.

Experience in managing marketing budgets and evaluating campaign ROI.

Excellent communication, presentation, negotiation and interpersonal skills.

Strong stakeholder and agency management capabilities.

Proficient in Microsoft Office, particularly Excel and PowerPoint.

Proactive, results-oriented and commercially driven, with strong ownership and accountability.

Able to work independently and collaboratively in a fast-paced and evolving environment.

Willing to travel for store visits, market checks, events, launches and other marketing activities when required.

Supermarkets, Grocery & Petrol Retailing 101-1,000 employees