Assistant Brand Manager

Asia Pacific Breweries Singapore (Part of The HEINEKEN Company); Singapore; On-site; SGD 65,000 - 90,000; Full time

Job summary

Asia Pacific Breweries Singapore (Part of The HEINEKEN Company) seeks an Assistant Brand Manager to lead integrated marketing initiatives for one of Singapore's iconic beer brands, delivering end-to-end brand plans from planning to in-market activation.

You will collaborate with cross-functional teams and external agencies to translate consumer insights into campaigns, launches, and performance analytics, driving brand equity, growth, and ROI.

Qualifications

• Degree holder in Marketing or Business, or equivalent career experience.
• 3–5 years experience in FMCG brand management, marketing or related commercial roles.
• Experience managing integrated marketing campaigns from planning through execution.
• Strong understanding of brand building, digital marketing, and communication planning.
• Full Professional Proficiency in English
• Proven ability to manage multiple stakeholders, projects, and timelines.
• Strong analytical skills with ability to translate data into actionable insights.
• Good collaboration and communication skills.

Responsibilities

• Support Brand Lead in developing and executing integrated marketing plans aligned with brand positioning and business objectives.
• Support the development of annual brand plans by translating consumer, shopper and market insights into actionable marketing strategies.
• Lead and manage the integrated marketing activity calendar, ensuring consistency across channels and touchpoints.
• Execute integrated marketing campaigns across digital, social, and channels to drive brand awareness and conversion.
• Develop campaign briefs and manage agency partners from briefing through implementation.
• Lead planning and implementation of key activations (in-store, online, offline) in line with overall brand strategy.
• Ensure consistent brand messaging and execution across all consumer and shopper touchpoints.
• Work closely with cross-functional teams (Trade marketing, sales, Finance) to ensure seamless execution of brand plans.
• Manage external agencies, including briefing, creative development, and execution tracking to ensure quality and alignment.
• Assist in new product and packaging launches, ensuring strong go-to-market execution.
• Monitor category, competitor, and consumer trends to identify opportunities for brand growth and innovation.
• Monitor and evaluate brand and campaign performance using key metrics.
• Analyze data and generate insights to optimize brand plans and improve ROI.
• Oversee executional elements such as trade visibility, promotions, and sponsorships.
• Ensure projects are delivered on time, within budget, and with high quality.
• Act as the business owner for an assigned Strong Beer brand, with accountability for annual marketing plans, investment management and delivery of volume, gross profit and market share targets.

Skills

Brand management

Digital marketing

Communication planning

Stakeholder management

Analytical skills

Collaboration

English proficiency

Education

Degree in Marketing or Business

Job description

This role offers the opportunity to work on one of Singapore's most iconic beer brands and own meaningful business outcomes. You will lead integrated marketing campaigns, launch innovations, collaborate with global teams and gain end-to-end brand management experience within one of the world's leading brewers.

The Assistant Brand Manager supports the development and execution of integrated brand strategies that strengthen brand equity and deliver business growth. The role owns end-to-end delivery of marketing initiatives from annual planning and campaign development to innovation launches and in-market execution working closely with cross-functional teams and external partners to bring the brand strategy to life.

This role sits in the consumer-facing APBS Brand Team and reports directly to Marketing Manager. She/ He works closely with cross-functional partners (Sales, Trade Marketing, Supply Chain, Innovation, and Finance) as well as with Global Brand team.

MAJOR ROLES & RESPONSIBILITIES

Integrated Brand Strategy & Planning

• Support Brand Lead in developing and executing integrated marketing plans aligned with brand positioning and business objectives.
• Support the development of annual brand plans by translating consumer, shopper and market insights into actionable marketing strategies.
• Lead and manage the integrated marketing activity calendar, ensuring consistency across channels and touchpoints.

Brand Communication & Activation

• Execute integrated marketing campaigns across digital, social, and channels to drive brand awareness and conversion.
• Develop campaign briefs and manage agency partners from briefing through implementation.
• Lead planning and implementation of key activations (in-store, online, offline) in line with overall brand strategy.
• Ensure consistent brand messaging and execution across all consumer and shopper touchpoints.

Cross-functional Collaboration

• Work closely with cross-functional teams (Trade marketing, sales, Finance) to ensure seamless execution of brand plans.
• Manage external agencies, including briefing, creative development, and execution tracking to ensure quality and alignment.

Innovation & Product Launch

• Assist in new product and packaging launches, ensuring strong go-to-market execution.
• Monitor category, competitor, and consumer trends to identify opportunities for brand growth and innovation.

Performance Management

• Monitor and evaluate brand and campaign performance using key metrics.
• Analyze data and generate insights to optimize brand plans and improve ROI.

Budget & Operations Management

• Manage marketing budgets for assigned projects, ensuring effective allocation and tracking.
• Oversee executional elements such as trade visibility, promotions, and sponsorships.
• Ensure projects are delivered on time, within budget, and with high quality.

Brand Ownership

• Act as the business owner for an assigned Strong Beer brand, with accountability for annual marketing plans, investment management and delivery of volume, gross profit and market share targets.

SUCCESS IN THIS ROLE LOOKS LIKE

• Marketing campaigns delivered on time and on budget
• Strong cross-functional execution
• Improvement in brand health and campaign effectiveness
• Delivery against volume and share objectives

QUALIFICATIONS

• Degree holder in Marketing or Business, or equivalent career experience.
• 3–5 years experience in FMCG brand management, marketing or related commercial roles.
• Demonstrated experience managing integrated marketing campaigns from planning through execution.
• Strong understanding of brand building, digital marketing, and communication planning.
• Full Professional Proficiency in English
• Proven ability to manage multiple stakeholders, projects, and timelines.
• Strong analytical skills with ability to translate data into actionable insights.
• Good collaboration and communication skills.