The Brand Manager is responsible for driving the overall brand strategy, positioning, and execution of the brand across Southeast Asia. This role ensures consistent brand storytelling, commercial growth, and market relevance across all channels (retail, e-commerce, wholesale, and marketplaces).
You will act as the key guardian of the brand - balancing global brand DNA with local market adaptation to accelerate growth in SEA markets such as Singapore, Malaysia, Thailand, Indonesia, Philippines and Vietnam.
The Brand Manager will:
- Directly manage Singapore & Malaysia (owned retail markets)
- Lead and influence distributors across the rest of SEA
- Operate as a “mini GM for the brand”, balancing strategy and execution
This role requires someone who is equally comfortable setting direction and executing campaigns, managing store projects/VM, briefing agencies, and working with retail teams on the ground.
1. Brand Strategy and Positioning
· Establish and grow brand awareness in Southeast Asia
· Develop and execute annual and long-term brand strategy aligned with global HQ
· Translate the brand heritage into locally relevant narratives
· Ensure consistent brand identity across all consumer touchpoints
· Act as the sole brand guardian in the region
2. Singapore & Malaysia – Direct Retail Ownership
· Work closely with HQ and Regional Store Project/Design teams to: Design and provide new store drawings and layouts, and oversee new store openings end-to-end
· Lead all brand and marketing initiatives for owned markets: Store openings and launch campaigns / Retail activations and local partnerships / CRM and customer engagement
· Work closely with Retail teams to: Drive store traffic and conversion to generate sales revenue / Ensure strong in-store storytelling and VM execution
· Own local marketing calendar and execution end-to-end
3. Distributor Management (Rest of SEA)
· Develop clear brand and marketing guidelines/toolkits for distributors
· Ensure consistency in: Store presence / Brand positioning, strategy and image / Campaign execution / Visual merchandising
· Review and approve distributor distribution and marketing plans
· Proactively support distributors with ideas, assets, and direction
· Balance control vs flexibility to drive growth
4. Marketing & Campaign Execution
· Plan and lead seasonal campaigns (SS/FW launches, key product stories, collaborations)
· Oversee integrated marketing across: Digital (social, paid media, CRM) / Retail (VM, in-store activations) / Public Relations and KOL/influencer strategy / Events and pop-ups
· Localise global campaigns for SEA markets while maintaining brand integrity
5. Retail & Omnichannel Excellence
· Partner with Retail teams to elevate in-store experience and storytelling
· Drive VM guidelines adaptation and execution across stores
· Ensure strong alignment between product, storytelling, and retail experience
· Ensure seamless brand experience across: Physical retail, E-commerce platforms, Marketplaces (if appropriate)
6. Product & Merchandising Collaboration
· Work closely with HQ and Regional Merchandising teams to: Align product assortment with local demand / Identify hero products and key growth categories
· Provide market insights to influence product strategy
7. Market Expansion & Growth
· Identify opportunities to grow brand presence in SEA markets
· Support new store openings, pop-ups, and market entries
· Drive partnerships and collaborations to enhance brand visibility
8. Public Relations, Partnerships & Community Building
· Build strong relationships with media, stylists, and influencers
· Lead Public Relations strategy including press releases, events, and seeding
· Develop local brand communities (outdoor lifestyle, sustainability, urban fashion)
9. Budget Management & ROI
· Manage marketing budgets across SEA markets
· Track and optimise ROI across campaigns and channels
· Monitor KPIs: brand awareness, traffic, conversion, and sales uplift
· Ensure efficient spend with strong business impact
10. Data & Insights
· Analyse consumer behaviour, campaign performance, and market trends
· Leverage insights to refine strategy and improve effectiveness
· Stay ahead of competitors in outdoor, lifestyle, and premium casual segments
