Senior Manager (Regional Brand Development)

FairPrice Group; Singapore; On-site; SGD 180,000 - 260,000; Full time

Job summary

FairPrice Group in Singapore is seeking a Senior Manager (Regional Brand Development) to shape our international brand strategy for one of our Private Label brands. You will own brand strategy, portfolio development, and the 24-month rolling NPD pipeline across regional markets.

You will lead regional campaigns, drive growth, manage brand P&L, and collaborate across functions to translate insights into action.

Qualifications

• Minimum degree in Business or Business Management.
• 8–10 years FMCG experience with proven sales and brand P&L accountability.
• Experience in regional brand strategy and integrated marketing.
• End-to-end NPD lifecycle experience across regional markets.
• Ability to manage diverse stakeholders and lead cross-functional teams.
• Experience in food category is advantageous.

Responsibilities

• Own the Brand Strategy & Portfolio: Lead long-term brand strategy and product portfolio to keep a distinct regional challenger edge.
• Drive Breakthrough NPD (Insights-to-Action): Lead upstream ideation and development for the 24‑month rolling NPD pipeline.
• Develop Regional Campaigns: Craft regional campaigns/assets to drive growth and support launches.
• Commercial Accountability: Own upstream metrics including brand growth, P&L, and margins across markets.
• Cross-Functional Synergy: Collaborate with internal teams to translate brand strategies into go-to-market execution and in-year targets.

Skills

Brand strategy

Portfolio development

NPD

Insights-to-action

Cross-functional leadership

Regional experience

FMCG experience

Stakeholder management

Education

Bachelor's degree in Business or Business Management

Job description

We are looking for a dynamic brand builder to shape our international brand strategy and lead regional white-space expansion for one of our Private Label brands. As the Senior Manager (Regional Brand Development), you will be the heartbeat of the brand, responsible for brand strategy, portfolio development, and driving breakthrough New Product Development (NPD). If you live and breathe the \"insights-to-action\" ethos and thrive on disrupting the status quo to build a challenger brand, you are exactly who we are looking for.

Key responsibilities:

• Own the Brand Strategy & Portfolio: Serve as the primary architect for long-term brand strategy and product portfolio, ensuring we maintain a distinct, competitive challenger edge in the region.
• Drive Breakthrough NPD (Insights-to-Action): Lead upstream ideation and product development. Translate deep, nuanced consumer insights into tangible new products that excite the market. Responsible for the development and execution of the Brand’s 24 month rolling New Products Pipeline.
• Develop Regional Campaigns: Craft high-level, compelling regional brand campaigns and assets to drive both on-going market growth and in support of new product launches.
• Commercial Accountability: Take full ownership of upstream commercial metrics, including brand growth, overall brand P&L, and product margins. This includes commercial analysis of brand performance across markets to identify key issues and opportunities.
• Cross-Functional Synergy: Act as the upstream anchor, collaborating seamlessly with internal teams to ensure your brand strategies translate effectively into go-to-market execution and in-year sales targets.

Job Requirements:

• Minimum degree in Business or Business Management.
• Minimum 8-10 years of relevant experience with a proven FMCG track record.
• Proven business accountability for sales, market share, marketing spends.
• Proven experience in regional brand commercial strategy, and integrated marketing.
• Experience leading the end-to-end New Product Development (NPD) lifecycle, with a track record of launching innovative products on time and in full across regional markets.
• Experience across diverse Asian markets is preferred.
• Able to manage a diverse set of stakeholders and lead cross-functional teams.
• As the lead of a challenger brand, a self-starter who is resilient, comfortable with ambiguity, willing to take risks, able to react quickly in a fast-paced environment.

Other Requirements:

• Experience in the food category is highly advantageous.