Brand Marketing Manager

KIM GUAN GUAN COFFEE ROASTER PTE. LTD.; Singapore; On-site; SGD 60,000 - 110,000; Full time

Job summary

KIM GUAN GUAN COFFEE ROASTER PTE. LTD. in Singapore is seeking a dynamic Brand Marketing Manager to lead the development and execution of brand and marketing strategies across Singapore and selected international markets.

The role focuses on strengthening brand positioning, awareness and drive for new product launches. You will plan and manage ATL/BTL, digital and e-commerce campaigns, trade marketing, and activations with Modern Trade, HORECA, Travel Retail and overseas partners, translating

Qualifications

• Strengthen brand positioning and equity through integrated campaigns.
• Experience in FMCG, Coffee, or Retail brands is preferred.
• Ability to translate brand strategy into commercial activities.

Responsibilities

• Develop and implement annual brand and marketing strategies.
• Plan and execute ATL, BTL, digital and in-store campaigns.
• Lead product launches and innovation with cross-functional teams.
• Manage digital/e-commerce strategy and campaigns.
• Drive trade and channel marketing across Modern Trade and Travel Retail.
• Coordinate international marketing activities with distributors.
• Monitor KPIs, budgets and ROI for campaigns.
• Collaborate with Sales, Operations, R&D and Finance.

Skills

Brand management

Market research

Digital marketing

Campaign planning

Sales alignment

Education

Bachelor's Degree in Marketing, Business, Communications

Job description

About the Role

We are looking for a dynamic, commerciallydriven and hands-on Brand Marketing Manager to lead the development andexecution of our brand and marketing strategies across Singapore and selected international markets.

The successful candidate will be responsible for strengthening brand positioning, driving consumer awareness, supporting product launches and developing integrated marketing campaigns across Modern Trade, E-commerce, HORECA, Travel Retail and international markets.

This is a highly hands-on role suited to someone who enjoys working in a fast-paced FMCG environment and can translate brand strategy into effective, measurable commercial activities.

Key Responsibilities

1. Brand Strategy & Management

• Develop and implement annual brand and marketing strategies aligned with company business objectives.
• Strengthen brand positioning, identity, communication and overall brand equity.
• Develop brand guidelines and ensure consistent brand execution across all channels and markets.
• Monitor market trends, consumer behaviour and competitor activities to identify growth opportunities.
• Conduct regular brand performance reviews and recommend actions to improve market penetration and sales.

2. Marketing Campaigns & Activation

• Plan and execute integrated ATL, BTL, digital and in-store marketing campaigns.
• Develop promotional campaigns, roadshows, sampling activities, trade events and consumer activations.
• Work closely with sales and commercial teams to align marketing activities with business and sales targets.
• Develop campaign concepts, key messages, POSM and promotional materials.
• Manage external agencies, designers, production houses and other marketing partners.

3. Product Launch & Innovation

• Lead marketing activities for new product launches, from concept development through to market execution.
• Work closely with R&D, production, sales and management teams on product positioning, packaging and go-to-market plans.
• Conduct market research and consumer insights to support new product development.
• Develop launch toolkits, sales materials and communication plans for new SKUs.
• Monitor post-launch performance and recommend improvements.

4. Digital & E-commerce Marketing

• Develop and manage the brand's digital marketing strategy across relevant platforms.
• Plan social media content, campaigns, influencer/KOL activities and digital advertising.
• Work with e-commerce teams to improve product visibility, conversion and online sales.
• Monitor digital campaign performance and optimise activities based on data and ROI.
• Ensure consistent brand communication across website, social media and e-commerce platforms.

5. Trade & Channel Marketing

• Develop channel-specific marketing strategies for Modern Trade, HORECA, E-commerce and Travel Retail.
• Work closely with Key Account Managers and distributors to develop joint marketing plans.
• Support retailer promotions, catalogue features, in-store visibility and shopper marketing initiatives.
• Develop trade marketing materials and promotional mechanics to drive sales.
• Evaluate effectiveness of trade promotions and recommend improvements.

6. International / Export Markets

• Support brand development and marketing activities across selected overseas markets.
• Adapt marketing strategies, packaging communication and promotional materials according to local market requirements.
• Work with distributors and overseas partners to implement brand campaigns and activations.
• Conduct market and competitor research to identify potential international growth opportunities.

7. Budget & Performance Management

• Prepare and manage the annual marketing budget.
• Track marketing expenditure and ensure activities are delivered within approved budgets.
• Establish KPIs for campaigns and monitor performance, including sales uplift, ROI, consumer engagement and brand awareness.
• Prepare regular marketing reports and recommendations for management.

8. Team & Cross-FunctionalCollaboration

• Work closely with Sales, Business Development, Operations, R&D, Production and Finance teams.
• Provide marketing support and commercial insights to the sales team.
• Coordinate and manage marketing projects from planning through to execution.
• Take ownership of projects and ensure deadlines and deliverables are met.

Requirements

• Diploma or Bachelor's Degree in Marketing, Business, Communications or a related discipline.
• 5–8 years of relevant FMCG brand marketing experience, preferably in Food & Beverage, Coffee, Consumer Goods or Retail.
• Strong understanding of brand management, consumer marketing and trade marketing.
• Experience in launching and managing FMCG brands and products.
• Strong knowledge of digital marketing, social media and e-commerce.
• Experience managing marketing agencies, suppliers and external partners.
• Strong commercial awareness with the ability to connect marketing activities to sales results.
• Excellent communication, presentation and project management skills.
• Strong analytical and problem-solving abilities.
• Creative, energetic, proactive and highly organised.
• Able to work independently in a fast-paced and entrepreneurial environment.
• Willingness to travel occasionally for overseas markets, exhibitions and business activities.

Preferred Attributes

• Experience in coffee, beverages, food, retail or lifestyle brands will be an advantage.
• Experience in both Singapore and regional / international markets is preferred.
• Strong understanding of Modern Trade and Travel Retail channels is an added advantage.
• Hands-on experience in product launches, roadshows, sampling and consumer activations.
• Strong creative sense with the ability to translate commercial objectives into compelling brand campaigns.

Key Performance Indicators (KPIs)

• Brand awareness and brand equity growth
• Sales growth and marketing-driven sales contribution
• Successful new product launches
• Campaign ROI and marketing effectiveness
• Digital engagement and e-commerce performance
• Trade marketing effectiveness
• Marketing budget management
• Growth of distribution and market presence
• Quality and timeliness of marketing execution