Brand Manager

HTL Group of Companies; Singapore; On-site; SGD 90,000 - 160,000; Full time

Benefits offered by this job

Global exposure

Career development

Cross-market campaigns

Collaborative culture

Cross-market projects

Job summary

HTL Group of Companies is seeking an experienced Brand Manager to lead the strategic development and management of its five-brand portfolio across global and regional markets. You will set brand positioning, conduct audits, translate insights into actionable strategies, and collaborate with regional teams to bring brands to life in B2B and B2C contexts.

The role requires commercial acumen, strong stakeholder management, and the ability to work independently in a fast-paced, multicultural

Qualifications

• Bachelor's degree in Marketing, Branding, Communications, Business, or related discipline.
• 7–10 years of brand management experience, preferably in furniture, interiors, or related industry.
• Proven experience managing multiple brands across regional or global markets.
• Strong experience in brand strategy development, brand audits, and competitor analysis.
• Ability to translate strategic brand positioning into marketing execution.
• Experience in both B2B and B2C marketing with activation in consumer markets.
• Excellent stakeholder management, presentation, and communication skills.

Responsibilities

• Lead strategic development and evolution of the company’s portfolio of five core brands.
• Conduct brand audits to assess health, performance and opportunities for growth.
• Develop clear brand positioning, messaging, value propositions and architecture for each brand.
• Drive differentiation through competitor analysis, market intelligence and customer insights.
• Establish long-term brand roadmaps aligned with business objectives.
• Guard brand integrity and ensure consistent identity across markets and touchpoints.
• Define and maintain brand guidelines, language and visual identity.
• Review and approve brand communications and creative assets.
• Champion best practices in brand management across the organization.
• Lead planning and execution of global brand and marketing campaigns.
• Oversee development and management of brand assets across digital, physical and marketing channels.
• Ensure brand initiatives deliver consistent customer experience while remaining local-relevant.
• Partner with regional marketing teams to translate global strategies locally.
• Provide strategic brand consultation to regional stakeholders and business units.
• Monitor industry trends, customer behavior, competitor positioning and market opportunities.
• Analyze macroeconomic and supply-chain developments that may impact the industry.
• Manage external agencies and vendors; oversee brand marketing budgets.

Skills

Brand management

Strategic branding

Market research

Brand audits

Campaign management

Stakeholder management

B2B/B2C marketing

Team leadership

Bilingual English/Chinese

Creative direction

Education

Bachelor's degree in Marketing/Branding

Tools

Adobe Creative Suite

CRM systems

Job description

Reporting to the Head of Marketing, the Brand Manager is responsible for leading the strategic development and management of the company's portfolio of five core furniture brands across global and regional markets. This role is ideal for an experienced brand professional who combines strategic thinking with hands‑on execution and is comfortable working independently to drive brand growth.

You will develop clear brand positioning, conduct brand and competitor audits, identify market opportunities, and translate insights into actionable brand strategies. As the steward of the brand portfolio, you will ensure every brand has a distinct identity, compelling value proposition, and consistent presence across all customer touchpoints.

Working closely with the Brand Concept Manager, regional teams, and cross-functional stakeholders, you will build brand frameworks and assets that strengthen our B2B positioning while ensuring they can be effectively brought to life through B2C experiences in local markets. You will provide strategic guidance to regional teams, enabling them to execute campaigns and initiatives that remain true to each brand while resonating with local audiences.

This role requires commercial acumen, curiosity, and a strong understanding of global market dynamics. The successful candidate will stay ahead of industry trends, competitor activity, customer behaviour, and macroeconomic developments to identify opportunities and anticipate challenges that influence the furniture manufacturing industry.

Key Responsibilities

Brand Strategy & Portfolio Management

• Lead the strategic development and evolution of the company's portfolio of five core brands.
• Conduct regular brand audits to assess brand health, consistency, performance, and opportunities for growth.
• Develop clear brand positioning, messaging, value propositions, and brand architecture for each brand.
• Drive brand differentiation through competitor analysis, market intelligence, customer insights, and industry trends.
• Establish long-term brand roadmaps aligned with business objectives and commercial priorities.

Brand Governance & Identity

• Serve as the guardian of brand integrity, ensuring consistent application of brand identity across all markets and touchpoints.
• Define and maintain brand guidelines, brand language, and visual identity in collaboration with the Brand Concept Manager.
• Review and approve brand communications, marketing collateral, and creative assets to ensure alignment with brand standards.
• Champion best practices in brand management across the organisation.

Brand Activation & Marketing

• Lead the planning and execution of global brand and marketing campaigns.
• Oversee the development and management of brand assets across digital, physical, and marketing channels, including:
• Corporate and brand websites
• Showrooms and exhibition spaces
• Catalogues and marketing collateral
• Social media and digital campaigns
• Newsletters and EDMs
• Brand videos and multimedia content
• Ensure all brand initiatives deliver a consistent customer experience while remaining relevant to regional markets.

Market & Regional Support

• Partner with regional marketing teams to translate global brand strategies into locally relevant and commercially effective activations.
• Ensure brand frameworks are adaptable for B2B audiences while enabling compelling B2C execution in different markets.
• Provide strategic brand consultation and guidance to regional stakeholders and business units.
• Monitor global furniture industry trends, customer behaviour, competitor positioning, design movements, and emerging market opportunities.
• Analyse macroeconomic, geopolitical, and supply chain developments that may impact the furniture manufacturing industry and recommend strategic responses.
• Use research and insights to support business decisions and future brand direction.
• Manage external agencies, creative partners, and vendors to deliver high-quality brand initiatives.
• Oversee brand marketing budgets, ensuring cost optimisation while maintaining quality and effectiveness.
• Evaluate vendor performance and identify opportunities to improve efficiency and return on investment.

Personality & Attributes

• Strong written and verbal communication skills in English and Chinese
• Highly organized and detail-oriented
• Clear and confidentcommunicator
• Positive mindset with a proactive, can-do attitude
• Resilient and adaptable in a fast-paced environment
• Able to work independently while collaborating effectively with teams
• Creative flair with strong coordination capabilities

What We Are Looking For

• Bachelor's degree in Marketing, Branding, Communications, Business, or a related discipline.
• 7–10 years of experience in brand management, (not necessarily but) preferably within furniture, interior design, manufacturing, consumer products, or a related industry.
• Proven experience managing multiple brands or a brand portfolio across regional or global markets.
• Strong experience in brand strategy, brand development, brand audits, and competitor analysis.
• Demonstrated ability to develop strategic brand positioning and translate it into effective marketing execution.
• Understanding of both B2B and B2C marketing, with the ability to develop B2B brands that can be effectively activated in consumer-facing markets.
• Experience managing integrated marketing campaigns across digital, print, retail, showroom, and experiential channels.
• Strong commercial awareness with excellent analytical and problem-solving skills.
• Experience managing agencies creative partners, and external vendors.
• Excellent stakeholder management, presentation, and communication skills.
• A proactive, self-driven individual who thrives in a collaborative, fast-paced, and multicultural environment.

What We offer

• Regional and global exposure within an international brand environment
• Opportunities for growth and career development
• Exposure to both B2B and B2C marketing environments
• Collaborative and dynamic working culture
• Opportunities to work on cross-market campaigns and projects