Regional Brand Manager, APAC

Ethos BeathChapman; Singapore; On-site; SGD 120,000 - 180,000; Full time

Benefits offered by this job

Region-wide brand ownership

Career development in APAC markets

Collaborative, multinational team

Job summary

Ethos BeathChapman is recruiting a Regional Brand Manager to lead APAC brand strategy, portfolio management, and market expansion across Southeast Asia and Korea. The role collaborates with regional Sales, distributors and key retailers to grow brands while translating global direction into local plans.

You will oversee end-to-end launches, pricing, forecasting and ROI, and work with Marketing, R&D, Regulatory and Supply Chain to drive commercial success in a fast-paced consumer goods

Qualifications

• Bachelor's degree in Marketing, Business, Commerce or a related discipline.
• 8–10 years of progressive marketing and commercial experience, preferably FMCG/beauty/personal care.
• Proven track record in brand management, portfolio strategy, product innovation and integrated marketing campaigns.
• Regional marketing experience across Asia Pacific, including Southeast Asia and Korea.
• Strong commercial acumen with understanding of P&L drivers, pricing, gross margins, forecasting and ROI.
• Experience working with distributors, key retail partners and regional Sales teams.
• Exposure to premium beauty retail, specialty retail or omnichannel distribution is advantageous.
• Experience managing new product launches, market-entry initiatives and cross-functional projects.
• Ability to translate consumer insights into actionable commercial strategies.
• Excellent stakeholder management, communication and influencing skills.

Responsibilities

• 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.
• 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 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.
• Lead regional innovation and portfolio initiatives based on consumer insights, market trends and 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.
• 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 ROI.
• Support premium brand positioning and differentiated consumer experiences across channels.
• Act as a 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 relationships with Global Marketing, Sales, Finance, Supply Chain and Product Development teams.
• Drive alignment on brand priorities, investment plans, product launches and market execution.

Skills

Brand management

Portfolio strategy

Market expansion

Innovation

Integrated marketing

Stakeholder management

Commercial acumen

P&L awareness

Education

Bachelor's degree in Marketing/Business/Commerce

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.