Regional Brand Manager, APAC

BEATHCHAPMAN (PTE. LTD.); Singapore; On-site; SGD 120,000 - 190,000; Full time

Job summary

BEATHCHAPMAN (PTE. LTD.) is seeking an experienced Regional Brand Manager to drive strategic and commercial development of consumer brands across Asia Pacific. The role combines brand strategy, portfolio management, innovation, and market expansion, translating global direction into locally relevant growth plans.

You will partner with regional Sales teams, distributors and key retail partners to strengthen brand positioning and drive profitable growth across Southeast Asia and Korea.

Qualifications

• Bachelor's degree in Marketing, Business, Commerce or related discipline.
• 8-10 years of progressive marketing and commercial experience in FMCG or premium consumer categories.
• Proven track record in brand management, portfolio strategy, product innovation and integrated campaigns.
• Regional APAC experience, especially Southeast Asia and Korea, is highly advantageous.

Responsibilities

• Develop and execute regional brand strategies across APAC.
• Lead portfolio development to strengthen core products and identify growth opportunities.
• Translate global brand direction into locally relevant plans and channel requirements.
• Lead regional innovation and portfolio initiatives with cross-functional teams.
• Collaborate with distributors and retailers to drive market expansion.
• Monitor brand performance and ROI to inform strategic priorities.

Skills

Brand management

Portfolio strategy

Product innovation

Integrated marketing

APAC regional marketing

P&L awareness

Pricing & margins

Forecasting

Marketing ROI

Distributor collaboration

Education

Bachelor's degree in Marketing/Business

Job description

The Opportunity

Our client is seeking an experienced Regional Brand Manager to drive the strategic and commercial development of its consumer brands across Asia Pacific.

This regional opportunity combines brand strategy, portfolio management, innovation commercialisation and market expansion, with a strong focus on translating global brand direction into locally relevant and commercially sustainable growth plans.

The successful candidate will partner closely with regional Sales teams, distributors and key retail partners to strengthen brand positioning, accelerate consumer penetration and drive profitable growth across priority markets, particularly Southeast Asia and Korea.

About the Company

Our client is an established multinational consumer goods organisation with a diversified portfolio of recognised brands across personal care, beauty and lifestyle categories.

With an expanding footprint across Asia Pacific, the organisation continues to invest in brand development, product innovation and new market opportunities.

Key Responsibilities

Regional Brand Strategy & Portfolio Management

• Develop and execute regional brand strategies across APAC, including market prioritisation, consumer penetration, positioning and annual brand planning.
• Lead portfolio development initiatives to strengthen core product performance, optimise product assortment and identify growth opportunities.
• Translate global brand strategies into locally relevant plans tailored to consumer preferences and channel requirements.
• Develop scalable regional brand playbooks to support consistent execution across markets.
• Monitor brand performance, consumer insights and competitive trends to inform strategic priorities.

Commercial Planning & Market Expansion

• Partner with regional Sales teams to develop commercial plans covering revenue, margins, pricing, promotions, distribution and profitability.
• Support market-entry strategies and expansion initiatives across priority APAC markets.
• Collaborate with distributors and key retail partners to develop joint business plans, launch strategies and commercial activation programmes.
• Drive brand growth through improved distribution, assortment productivity, consumer recruitment and retail execution.
• Evaluate commercial performance and marketing ROI to optimise brand investments.

Innovation & New Product Development

• Lead regional innovation and portfolio initiatives based on consumer insights, market trends and commercial priorities.
• Partner with global Marketing, R&D, Regulatory, Quality and Supply Chain teams to support product development and commercialisation.
• Manage end-to-end product launches, including business cases, pricing, forecasting, packaging, regulatory readiness and go-to-market execution.
• Identify opportunities to introduce international products into new APAC markets.
• Monitor post-launch performance and implement optimisation initiatives.

Integrated Marketing & Brand Activation

• Develop and execute integrated marketing plans across digital, eCommerce, social media, influencer marketing, PR, retail media and in-store activation.
• Collaborate with local distributors, agencies and retail partners to deliver consumer engagement initiatives.
• Ensure marketing campaigns align with brand positioning, consumer insights and commercial objectives.
• Track campaign effectiveness, consumer engagement and return on marketing investment.
• Support premium brand positioning and differentiated consumer experiences across relevant channels.

Regional Stakeholder & Distributor Management

• Act as a key regional brand partner to country Sales teams, distributors and external agencies.
• Provide strategic guidance, coaching and execution support to local marketing teams and distributor partners.
• Build strong relationships with Global Marketing, Sales, Finance, Supply Chain and Product Development teams.
• Drive alignment on brand priorities, investment plans, product launches and market execution.
• Ensure effective coordination across regional and global stakeholders.

Requirements

• Bachelor's degree in Marketing, Business, Commerce or a related discipline.
• Approximately 8-10 years of progressive marketing and commercial experience, preferably within FMCG, beauty, personal care, haircare or premium consumer lifestyle categories.
• Proven track record in brand management, portfolio strategy, product innovation and integrated marketing campaigns.
• Regional marketing experience across Asia Pacific, particularly Southeast Asia and/or Korea, would be highly advantageous.
• Strong commercial acumen with an understanding of P&L drivers, pricing, gross margins, forecasting and marketing ROI.
• Experience working with distributors, key retail partners and regional Sales teams.
• Exposure to premium beauty retail, specialty retail or omnichannel distribution would be advantageous.
• Demonstrated experience managing new product launches, market-entry initiatives and cross-functional projects.
• Strong analytical capabilities with the ability to translate consumer insights into actionable commercial strategies.
• Excellent stakeholder management, communication and influencing skills.
• Comfortable operating in a matrix organisation and managing multiple markets independently.

What's on Offer

• Opportunity to join an established multinational consumer goods organisation with a growing APAC presence.
• Regional ownership of established and emerging consumer brands.
• Exposure to strategic brand development, innovation commercialisation and international market expansion.
• Close collaboration with regional leadership, global stakeholders and key retail partners.
• A dynamic environment offering opportunities to shape brand growth and drive commercial impact.