Brand & Retail Manager

SCE Consulting Inc.; Makati; On-site; PHP 1,800,000 - 2,400,000; Full time

Job summary

SCE Consulting Inc. seeks a Brand & Retail Manager to spearhead the Philippine market entry for a major Korean fashion brand, translating its global identity into a compelling local proposition.

This leadership role requires deep fashion retail experience and an established network with landlords, malls, and industry partners. You will shape brand governance, store development, and premium customer experiences while aligning with HQ directives and local partners to drive growth in a competitive

Qualifications

• Bachelor's degree in Marketing, Business Administration, Fashion Management, Retail Management, or Communications.
• 8+ years of relevant professional experience in fashion, lifestyle, luxury, or premium retail.
• Experience launching an international brand in the Philippines is highly preferred.
• Strong understanding of the Philippine retail and fashion market.
• Excellent communication and stakeholder-management skills.

Responsibilities

• Lead Philippine market-entry strategy and brand presence.
• Develop local brand positioning aligned with global standards.
• Coordinate with malls, landlords, leasing teams, and retail partners.
• Ensure premium customer experience across stores and channels.
• Oversee store openings, activations, and retail expansion.
• Collaborate with HQ and local management to drive growth.

Skills

Brand management

Retail management

Market-entry strategy

Stakeholder management

Networking with malls/landlords

Education

Bachelor's degree in Marketing, Business Administration, Fashion Management, Retail Management, Communications

Job description

Position: Brand & Retail Manager
Industry: Fashion Retail
Market: Philippines
Brand: Major Korean Fashion Brand
Employment Type: Full-Time
Gender: --
Location: Metro Manila, Philippines
Reports To: Head of Corporate Support Division and CEO

Position Overview

We are seeking an experienced, commercially driven, and highly connected Brand & Retail Manager to lead the Philippine market entry and retail development of a major Korean fashion brand.

This is a key leadership position responsible for establishing the brand's presence in the Philippines, translating its Korean brand identity into a compelling local market proposition, and ensuring a consistent and premium brand experience across all customer touchpoints.

The ideal candidate should have extensive experience in fashion retail, strong knowledge of the Philippine retail market, excellent stakeholder-management skills, and an established network across landlords, shopping malls, fashion communities, media, influencers, creators, suppliers, and other relevant industry partners.

The successful candidate will serve as a key brand custodian and market representative, working closely with the Korean headquarters, Philippine management, retail partners, marketing teams, merchandising, operations, and external stakeholders.

Key Responsibilities

1. Brand Strategy & Philippine Market Entry

• Lead the development and execution of the brand's Philippine market-entry strategy.

• Translate the brand's Korean identity, positioning, and global guidelines into relevant and commercially effective Philippine market strategies.

• Develop local brand positioning while maintaining the brand's global identity and standards.

• Identify market opportunities, consumer trends, competitors, and emerging fashion movements.

• Establish the brand as a distinctive and desirable fashion destination within the Philippine market.

• Develop brand plans aligned with commercial objectives.

• Monitor brand performance, market perception, and customer response and recommend appropriate adjustments.

2. Retail Strategy & Store Development

• Lead the development and execution of the brand's retail strategy in the Philippines.

• Coordinate with mall operators, landlords, leasing teams, retail partners, contractors, designers, and other stakeholders.

• Support site selection, lease negotiations, store planning, opening schedules, and retail expansion initiatives.

• Ensure stores are developed and operated in accordance with brand standards.

• Coordinate store openings, launches, events, activations, and other retail initiatives.

• Work closely with operations to ensure that the physical retail environment delivers a consistent premium customer experience.

• Monitor store performance and identify opportunities to improve sales, traffic, conversion, and customer engagement.

3. Brand Management & Governance

Act as the primary custodian of the brand's identity and standards in the Philippines.

Ensure consistency across:

• Brand identity

• Visual merchandising

• Store design and presentation

• Packaging

• Signage

• Digital platforms

• Social media

• Advertising

• Public relations

• Customer communications

• Events and activations

• Influencer and celebrity partnerships

• Customer experience

• Brand collaborations

Ensure that all local executions remain consistent with the Korean headquarters' brand guidelines while being culturally and commercially appropriate for the Philippine market.

5. Partnerships & Industry Relations

Develop and maintain strong relationships with:

• Shopping malls and property developers

• Retail groups and landlords

• Fashion industry professionals

• Media organizations

• Influencers and content creators

• Celebrities and public figures

• Event organizers

• PR and marketing agencies

• Lifestyle and entertainment partners

• Potential brand collaborators

The candidate should be capable of leveraging an established professional network to create meaningful opportunities for the brand's Philippine market entry and long-term growth.

6. Stakeholder & Korean Headquarters Management

• Serve as a key point of contact between the Philippine business and the Korean headquarters.

• Communicate market developments, consumer insights, campaign performance, retail updates, and business opportunities.

• Present Philippine market strategies and recommendations to senior management and headquarters.

• Coordinate approvals and ensure timely execution of HQ requirements.

• Manage expectations across multiple stakeholders and maintain clear communication throughout projects.

• Build a collaborative working relationship between Korean and Philippine teams.

7. Merchandising & Product Coordination

• Work closely with merchandising and buying teams to ensure product assortments are appropriate for the Philippine market.

• Provide insights regarding local consumer preferences, sizing, pricing, seasonal trends, and product demand.

• Monitor product performance and provide recommendations based on sales and market feedback.

• Coordinate product launches and collection rollouts.

• Ensure that merchandising decisions remain aligned with the overall brand positioning.

8. Customer Experience

• Establish and maintain a premium and consistent customer experience across all retail touchpoints.

• Develop brand experience standards for stores and customer interactions.

• Work with retail operations and store teams to identify areas for improvement.

• Monitor customer feedback, reviews, and market sentiment.

• Ensure the Philippine customer experience reflects the brand's Korean heritage and international positioning.

9. Commercial & Performance Management

• Work closely with management to establish sales and brand-performance objectives.

• Monitor retail KPIs, including sales, foot traffic, conversion, average transaction value, repeat customers, and campaign performance.

• Analyze market and competitor performance.

• Prepare regular reports and recommendations for management and headquarters.

• Identify opportunities to improve profitability, customer acquisition, brand awareness, and market share.

Candidate Requirements

• Bachelor's degree in Marketing, Business Administration, Fashion Management, Retail Management, Communications, or a related field.

• 8+ years of relevant professional experience, preferably within fashion, lifestyle, beauty, luxury, premium retail, or consumer brands.

• Demonstrated experience managing or developing a fashion or retail brand.

• Strong understanding of the Philippine retail and fashion market.

• Proven experience in brand management, retail management, marketing, or market expansion.

• Experience in new market entry, store opening, retail expansion, or brand launch is highly preferred.

• Strong commercial understanding and ability to connect brand strategy with business results.

• Excellent communication, presentation, negotiation, and stakeholder-management skills.

• Strong organizational and project-management capabilities.

• Ability to work independently while collaborating effectively with local and international teams.

• Willingness to travel locally and internationally when required.

Network & Industry Experience

The ideal candidate should have an established and demonstrable professional network within the Philippine fashion and retail ecosystem, including relationships with:

• Major shopping malls and leasing groups

• Retail operators

• Fashion and lifestyle media

• Influencers and creators

• Stylists and fashion professionals

• PR and advertising agencies

• Events and experiential marketing companies

• Fashion communities

• Potential commercial and brand partners

Preferred Qualifications

• Experience working with Korean fashion, beauty, lifestyle, or consumer brands or similar.

• Previous experience launching an international brand in the Philippines.

• Familiarity with Korean fashion and contemporary Korean consumer culture.

• Existing relationships with major Philippine mall operators.

• Experience managing flagship stores, pop-ups, retail activations, or market-entry projects.

• Strong understanding of digital marketing, social media, influencer marketing, and fashion communities.