Indonesia is a strategic market for LOF and the KUN brand in both the short and long term. As Assistant Brand Manager, you will work closely with the Director to drive comprehensive go-to-market initiatives, including consumer and market research, market-fit product development, brand strategy, and integrated marketing execution.
This is a great opportunity to build a brand from the ground up - starting with fundamental consumer insights in a brand-new market, to co-creating a powerful brand presence in one of the most challenging but promising markets in the Southeast Asia region: Indonesia.
You will be part of a passionate team of seasoned marketers, with the mission to build a Vietnamese brand in a highly competitive international landscape.
Purpose of the Role
- Support the Director in developing and executing the brand strategy.
- Lead integrated marketing activities to build brand equity and deliver business objectives.
- Collaborate with cross-functional teams to bring winning products and brand experiences to market.
Key Responsibilities
1. Consumer and Market Understanding
- Analyze Indonesian consumer insights and market trends from Market Research (FGD, USA, CLT) and the internal data system.
- Identify key barriers and drivers along the purchase journey to craft relevant brand strategies.
- Stay abreast of digital, social, and retail innovations to connect with consumers effectively.
2. Product Development
- Support the development of market-fit product propositions tailored to Indonesian consumer needs.
- Work closely with R&D, Research, and Supply Chain to bring innovation concepts to life.
- Contribute to defining product formula, sensory attributes, price positioning, and messaging.
- Track new product launches, gather feedback, and recommend improvements.
3. Marketing Planning & Execution
- Build and execute the integrated brand activity calendar aligned with the communication strategy and business goals.
- Assist in developing campaigns, new pack designs, and product positioning.
- Drive digital, social, PR, and on-ground campaigns to grow awareness, preference, and conversion.
- Activate visibility, co-branding, and sponsorship initiatives across relevant touchpoints.
4. Brand Performance s Cross-functional Collaboration
- Monitor brand health, equity, penetration, and market share performance.
- Work cross-functionally with Sales, E-commerce, Trade Marketing, Customer Development, Finance, and Supply Chain to ensure seamless brand delivery.
- Co-create go-to-market plans with Sales, E-commerce, and Trade Marketing teams to ensure optimal in-store presence and channel-specific strategies.
- Adapt marketing plans based on in-market performance and consumer feedback.
5. Budget Management & Operational Excellence
- Manage brand budget: monitor allocation, control spending, and flag risks.
- Ensure timely and efficient execution of projects within approved cost plans.
- Oversee the execution of POSM, consumer gifts, display, and retail marketing activities per channel.
- Perform tasks assigned by the Director.
Requirement:
Education level
Bachelor's degree, preferably in Marketing, Business, or related disciplines.
Work experience (number of years, field)
Minimum 3-4 years of experience in brand marketing within FMCG (Beverage/Dairy is a plus), including at least 1 year at the Assistant Brand Manager level.
- Strong analytical, logical thinking, and consumer-centric mindset.
- Solid business acumen and can-do make-it-happen attitude.
- Able to thrive in a high-pressure, fast-changing environment with an entrepreneurial spirit.
Experienced in international markets, product innovation, and e-commerce is a strong advantage.
Professional knowledge and skills
Data-driven decision-making.
- Problem-solving skills.
- Presentation and facilitation skills.
Good command of English.
Soft skills/personal characteristics
Resilient, self-driven.
- Performance-oriented with a learning mindset.
- Negotiation and communication skills.
- Willing to travel.