Brand & Retail Manager

Private Advertiser; Metro Manila; On-site; PHP 1,800,000 - 2,800,000; Full time

Job summary

Major Korean Fashion Brand is seeking a Brand & Retail Manager to lead the Philippines market entry and retail development from Metro Manila. You will translate the Korean brand identity into a compelling local proposition and ensure a premium brand experience across touchpoints.

The role requires extensive fashion retail experience, a strong network with landlords, malls, media, influencers, and partners, and close collaboration with HQ, management, and retail partners to drive store

Qualifications

• Bachelor's degree in Marketing or related field.
• Experience in fashion/retail brand management.
• Strong network in fashion and retail ecosystems.

Responsibilities

• Lead the Philippine market-entry strategy and local brand positioning.
• Coordinate with malls, landlords, leasing teams, partners, and contractors.
• Ensure stores are developed and operated to brand standards, including openings and activations.
• Work with HQ and local teams to maintain brand governance, consistency, and campaigns.
• Build and sustain relationships with malls, media, influencers, and industry partners.
• Monitor store performance, shopper experience, and profitability; adjust as needed.
• Drive merchandising alignment and product coordination for the Philippine market.

Skills

Brand management

Retail management

Market-entry strategy

Stakeholder management

Networking

Communication

Education

Bachelor's degree in Marketing

Fashion Management

Retail Management

Job description

Position: Brand & Retail Manager
Industry: Fashion Retail
Market: Philippines
Brand: Major Korean Fashion Brand
Employment Type: Full-Time
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.