ASSISTANT BRAND MARKETING MANAGER JOB DESCRIPTION

Most Assistant Brand Marketing Managers in FMCG begin by owning a single category- fragrance, skincare, or food- and quickly discover that packaging artwork sign-off, NPD stage-gate approvals, and ATL/BTL campaign execution all land on the same desk. The scope is wide. What this role distinctly owns is the translation layer between consumer insight and commercial execution: turning market share data and retailer feedback into brand plans that sales, supply chain, and creative agencies can actually act on. At the mid-level, it is the training ground for full P&L ownership, where analytical rigour and cross-functional coordination are tested before either is rewarded.

As the Assistant Brand Marketing Manager, you will own the day-to-day execution of brand plans, from NPD pipeline management through campaign delivery, ensuring each initiative hits KPI targets, timeline milestones, and approved budget thresholds. You will operate within the broader brand team, reporting to a Brand Manager or Marketing Director, and serve as the primary coordination point between internal functions and external agency partners across a defined product portfolio.

Career Impact: Owning a product category through the full NPD stage-gate process, from consumer insight to retail shelf, builds the P&L literacy and launch credibility that separates mid-level brand managers from senior ones in the CPG market.

Business Impact: The brand plans you execute directly determine whether new product launches reach distribution targets and whether campaign spend translates into measurable market share gains for the portfolio.

Growth Opportunity: The competencies sharpened here- category analysis, ATL/BTL campaign management, and cross-market brand harmonisation- are the explicit prerequisites for a Brand Manager title and eventual marketing director candidacy.

• Develop annual brand plans, including campaign deliverables across ATL, digital, social media, and in-store BTL assets, aligned to agreed volume and margin targets.
• Manage NPD projects through the stage-gate process, coordinating consumer research, concept briefs, artwork approvals, forecasting, and go-to-market plans.
• Monitor category and brand performance using market share data and sales analytics, producing regular reports with actionable recommendations.
• Coordinate with agency partners on campaign creative, media planning, social media calendars, and packaging development to ensure on-time, on-brief delivery.
• Track competitor activity and consumer trends across key markets, sharing structured insights with the broader brand and sales teams.
• Manage marketing budgets and purchase orders, maintain accurate budget trackers, and provide financial updates to stakeholders.
• Support retailer and internal presentations, preparing brand performance summaries, selling stories, and launch materials as required.
• Liaise with supply chain and quality teams to monitor production timelines, stock situations, and artwork accuracy across the product range.

• Bachelor's degree in Marketing, Business Administration, or a related discipline, or equivalent work experience.
• 3 or more years of brand or product marketing experience in FMCG, CPG, or a related consumer goods environment, with exposure to NPD and campaign execution.
• Demonstrated ability to analyse category data, market share reports, and consumer research to generate actionable brand insights.
• Experience coordinating cross-functional teams including sales, supply chain, creative agencies, and legal stakeholders across concurrent projects.
• Proven ability to manage multiple workstreams under tight deadlines while maintaining accuracy in budget tracking and project documentation.
• Strong written and verbal communication skills, with the ability to present brand performance and recommendations to internal stakeholders and retail partners.
• Commercial understanding of brand P&L principles, pricing, and product lifecycle management within a retail or FMCG context.

• Experience managing ATL media briefs and working directly with media agencies on planning, buying, or digital campaign execution.
• Exposure to e-commerce channel management, including online product listings, digital promotions, and analytics reporting.
• Familiarity with Nielsen or equivalent category management platforms used for retail performance and market share analysis.
• Experience working across multi-market or regional brand portfolios, including adapting global brand guidelines for local market execution.

• New product launch distribution rate, measuring how widely NPD reaches planned retail channels within the launch window.
• Campaign delivery rate against timeline milestones, tracking the percentage of brand plan initiatives executed on schedule and within approved budget.
• Market share movement for the managed category, as reported in periodic Nielsen or equivalent retail audit cycles.
• NPD stage-gate on-time completion rate, reflecting how consistently projects advance through each approval phase without delay.
• Budget variance percentage, measuring accuracy of actual marketing spend against approved budget across the managed portfolio.
• Typical tools: Category analytics platforms (commonly Nielsen or IRI); project and artwork management systems (commonly Wrike or similar).

• Base Salary Range: $60,000 to $85,000 per year, depending on industry segment and geography
• Bonus: Annual performance bonus, typically 8% to 12% of base salary
• Equity: Equity is uncommon at this level; may apply at large publicly traded CPG companies
• Health Benefits: Medical, dental, and vision coverage; employer contribution standard
• PTO: 15 to 20 days annually, plus public holidays
• Common Perks: Product allowances, professional development budget, hybrid work arrangements

Figures are estimates based on general US market benchmarks and may be outdated. Adjust based on location, company size, and seniority level.

Work authorization in the United States is required for this position. Employment is contingent upon the successful completion of a background check conducted in accordance with applicable law. Reasonable accommodations will be provided to qualified individuals with disabilities throughout the application and employment process upon request. All candidates are evaluated without regard to race, color, religion, sex, national origin, age, disability, genetic information, veteran status, sexual orientation, gender identity, or any other characteristic protected under federal, state, or local law.

The Assistant Brand Marketing Manager owns brand initiatives across multifunctional teams, executing strategic vision and brand plans while managing the day-to-day marketing budget and overseeing asset and content rights management. Collaborating with agency partners and cross-functional market teams, this role enables consistent brand delivery and competitive positioning within the beauty and CPG industry.

Key Responsibilities

• Lead brand initiatives in collaboration with multifunctional teams, executing strategic vision and brand plans throughout the initiative process.
• Develop marketing toolkits to enable market execution.
• Work cross-functionally with internal teams to provide vision and direction for the successful delivery of brand plans.
• Manage the day-to-day marketing budget, ensuring all budget trackers are maintained correctly.
• Represent the brand and present at key internal meetings, especially during innovation meetings.
• Track competitor activity and industry trends, sharing key learnings with internal teams.
• Champion the brands, maintaining regular dialogue cross-functionally and across markets to drive brand strategic priorities.
• Own the brand asset, content, and model usage rights management process.
• Support the artwork and claims development process.
• Contribute to the creation and evaluation of concepts and big ideas, photoshoot management, and toolbox development.
• Execute marketing vision, strategies, and tactics for prosumer brands.
• Contribute to the management of communications with agency partners.
• Support market analysis and brand presentations as needed.

Required Qualifications

• Bachelor's degree in Business Administration, Marketing, or a similar discipline.
• 3+ years of experience in brand or product marketing innovation, preferably in the beauty or CPG industry.
• Strong analytical and quantitative skills with the ability to analyse complex, multiple data sets to develop an in-depth understanding of issues and barriers to growth and propose solutions.
• Proficiency in MS Word, Excel, and PowerPoint.
• Ability to work well under pressure and tight deadlines while managing multiple projects and maintaining strong organisational skills.
• Excellent communication and interpersonal skills, with strong attention to detail and accuracy, and the ability to work efficiently within a collaborative, cross-functional environment.
• Strategic big-picture thinking with strong planning, facilitation, and problem-solving skills, combined with creativity, business savvy, and an open-minded approach to innovation.
• Ability to structure and monitor workflows, develop category and product expertise quickly, and manage multiple tasks.
• Ownership mindset with a commitment to continuous learning, accountability for results, and willingness to accept and act on feedback.
• Strong cross-functional coordination and leadership skills with the ability to motivate others, collaborate, and demonstrate flexibility, adaptability, integrity, and dependability.

Embedded within the marketing function, the Assistant Brand Marketing Manager develops brand strategies and long-term brand plans for the market in conjunction with the marketing manager, including NPD pipeline management and packaging oversight. Working closely with sales, retail, and cross-functional stakeholders, this role drives brand performance, competitive growth, and innovation within the FMCG environment.

Core Functions

• Develop brand strategies and long-term brand plans for the market in conjunction with the marketing manager.
• Manage packaging and website designs to maintain up-to-date communications and a consistent look and feel for the brand.
• Define and develop an innovative NPD pipeline, managing cross-functional teams and key stakeholders via the stage gate process.
• Manage projects from insight through to execution.
• Develop and monitor brand communication strategies.
• Manage artwork projects from stakeholder management to sign-off.
• Measure and monitor category and brand performance, including reporting on performance to optimise results.
• Take an active role in the preparation and participation of key business and retailer presentations and meetings.
• Assist the sales team with trade marketing collateral.
• Track and evaluate activities against agreed targets, making recommendations to improve and innovate wherever possible.
• Participate in the development of long-term plans, identifying key initiatives for future growth by understanding the competitive landscape and relevant consumer and category insights.
• Manage marketing administrative tasks as required.

Qualifications & Experience

• Tertiary qualifications in Marketing or Business Management.
• 2+ years of experience in a similar role, preferably within the FMCG industry.
• A base understanding of the FMCG retail environment.
• A proven track record in brand positioning, brand strategy, product launches, and product innovation.
• Experience managing NPD projects with a strong passion for innovation.
• A proactive mindset with strong commercial acumen.
• A results-driven mindset.
• Excellent communication skills with strong cross-functional leadership.
• Ability to engage and influence stakeholders at all levels.
• Ability to respond well to pressure and work autonomously.
• A passion for healthy foods, the environment, and sustainability.

Reporting to the global and regional brand management team, the Assistant Brand Marketing Manager leads the development of brand marketing plans, including P&L management for a core segment, delivering projects across the portfolio innovation pipeline from consumer research through to go-to-market execution. Partnering with cross-functional and international stakeholders, this role advances the organisation's strategic growth objectives within a reputable FMCG environment.

Primary Duties

• Support the global and regional brand management team in key growth initiatives.
• Lead the development of brand marketing plans, including P&L management, for a core segment at both global and regional levels.
• Lead project teams to deliver business-critical projects.
• Develop, lead, and execute marketing tactics to complement strategic objectives.
• Deliver projects within the portfolio innovation pipeline, including consumer research and insight development, idea generation, business plan preparation, stage gate management, go-to-market plans, and post-launch reviews.
• Assist in planning and executing consumer marketing campaigns, including leading the delivery of below-the-line campaigns.
• Develop global segment brand guidelines and toolkits.

Skills & Qualifications

• Relevant tertiary qualifications.
• Currently working within a reputable FMCG organisation as a high-performing assistant brand manager.
• Experience in project management with the ability to drive vision and influence cross-functional team stakeholders from both domestic and global fronts.
• Exposure to NPD and working with innovation teams.
• Excellent analytical skills in using and processing raw data, including market share, sales, and consumer research, to generate insights that drive and influence decisions.
• Excellent oral and written communication skills and interpersonal relationship-building skills.
• Adaptable to different cultures and ways of working.

Sitting at the intersection of shopper marketing and brand execution, the Assistant Brand Marketing Manager works with sales and marketing teams to develop and execute shopper marketing plans, owning the events calendar and producing marketing newsletters. Operating across store-level merchandising, budget management, and performance reporting, this role supports brand visibility and commercial outcomes through coordinated field and event activity.

Duties

• Work with the sales and marketing teams to develop and execute shopper marketing plans.
• Be proactive in improving brand visibility and presentation throughout stores using effective merchandising techniques.
• Own the events calendar and serve as the prime contact for all event preparation, including CSR events and sampling.
• Produce the marketing newsletter.
• Analyse all activities and produce reports and recommendations for improvements.
• Manage budgets and reporting.

Requirements

• Experience in a brand, shopper marketing, or sales role.
• Computer literacy with a good operational understanding of Microsoft Office, particularly Word, PowerPoint, and Excel.
• Strong analytical skills as well as great written and oral communication.
• A natural organiser with great problem-solving skills.
• Excellent time management and ability to work calmly under pressure.
• Collaborative and team-focused.

A key member of the marketing team, the Assistant Brand Marketing Manager collects market information, consumer trends, and competitor activities to ensure campaign execution meets KPIs, timelines, and approved budgets across ATL and BTL activities. Collaborating across the sales team and internal stakeholders, this role supports brand and sales performance through coordinated product launch execution and monthly promotion planning within the skincare and FMCG sector.

Accountabilities

• Collect market information, consumer trends, and competitor activities.
• Understand market feedback about the brand and activities.
• Ensure campaign execution meets KPIs, timelines, and approved budgets.
• Execute ATL and BTL activities.
• Manage and prepare stock, paperwork, price setting, and training materials for product launch activities.
• Understand and monitor the brand's sales performance.
• Develop monthly promotion plans for different sales channels.
• Coordinate with the sales team on sales-related activities.

Experience & Qualifications

• Bachelor's degree.
• At least 1 year of experience in the same or similar position.
• Experience in skincare, cosmetics, or FMCG.
• Knowledge of e-commerce and brand marketing.
• Good computer proficiency.
• Good communication, organisational, problem-solving, and analytical skills.
• Active, highly responsible, enthusiastic, and independent.
• Good command of English.

Strong fragrance portfolio performance depends on the Assistant Brand Marketing Manager, who produces an 18-month rolling product innovation calendar and manages fragrance products from initial concept through go-to-market, partnering with the brand manager and marketing director on annual sales plans, margin targets, and forecasting. Based within cross-functional teams spanning R&D, Supply Chain, and Sales, this role enables data-informed product positioning and competitive execution across fragrance categories.

Key Deliverables

• Support the development of an 18-month rolling product innovation calendar using trends, size-of-line simplification, SKU productivity, volume thresholds, margin targets, and pricing guidelines for the fragrance category.
• Work with fragrance specialists to conceptualise, brief, and evaluate new fragrance development, and communicate with fragrance houses and the fragrance team on all new fragrance development.
• Help guide decision-making on the evolution of the product portfolio by applying data, consumer insights, and product expertise.
• Partner with the brand manager and marketing director to develop annual sales plans, margin targets, inventory management, and performance plans, including the forecasting of all new and existing products and performance tracking.
• Manage fragrance products from initial concept to go-to-market, including concept briefs, copy, product positioning, competitive advantage, forecasting, pricing, margin, artwork, and merchandising.
• Establish positioning, identify target audiences, and develop marketing plans with specific goals across channels.
• Implement and track projects with a detailed understanding of the new product development process.
• Manage complex spreadsheets for tracking products and projects for daily and weekly reviews.
• Work with outside vendors to manage vendor information, including sample submissions, fact sheets, costs, and quantities.
• Evaluate all brochure campaigns to ensure all merchandising tactics meet the thresholds per page, including net per concept, net per page, product flow, and pricing.

Professional Experience

• Bachelor's degree required.
• 3+ years of experience in product development, marketing, or merchandising in fragrance categories.
• Previous experience in a marketing role within the digital landscape, including social media, e-commerce, and analytics.
• Experience collaborating with R&D, Supply Chain, and Sales teams to develop innovative products supported by specific storytelling and execution.
• Experience evaluating analytics and extracting insights for future go-to-market strategies, including formal proposals and recommendations on tactics.
• Experience with trends and how they relate to the customer.

As the Assistant Brand Marketing Manager, this role develops brand targets, strategy, and marketing plans for the cluster, managing campaign deliverables across ATL digital, social media, and TV, as well as BTL in-store assets across multiple markets. The marketing team relies on this work to maintain packaging accuracy, media execution, and brand financials while aligning with the regional team on best practices and competitive positioning.

Areas of Ownership

• Develop brand targets, strategy, and marketing plans for the cluster.
• Develop and execute brand plans on time and in full, with campaign deliverables including ATL digital, social media, and TV, as well as BTL in-store asset creation.
• Track and share a comprehensive understanding of competitor activities across markets.
• Analyse data, identify gaps, and propose new solutions to drive business and brand growth.
• Work closely with the regional team to align, share, and obtain best practices, support the development of ATL assets for specific markets, and provide and request information as needed.
• Manage and execute media plans across markets and develop briefs and media strategies for the following year, working closely with the media agency.
• Develop and manage the social media calendar and activations, working with the social media agency.
• Work closely with the supply chain team to track and update stakeholders on production, stock situations, and launch timelines across markets.
• Ensure all artworks are accurate and approved on time, and manage marketing claims accuracy with the legal team.
• Manage multiple packaging and RDP projects for the brand across the year, keeping all stakeholders and management regularly updated on progress and flagging issues on time.
• Develop and adapt POSMs and on-pack designs and premiums, working closely with the creative agency, trade marketing, quality, and legal teams to ensure adherence to requirements.
• Oversee purchase orders, invoices, and brand budgets across markets, ensuring accurate and timely payments, and provide updates on brand financials as needed.

Background & Experience

• Minimum 3–5 years of relevant work experience.
• Strong academic qualifications.
• Strong analytical ability and cognitive thinking skills.
• Familiarity with Nielsen Answers and SAP PO systems is a plus.
• Excellent interpersonal and communication skills.
• Agile and capable of adapting and multitasking in a fast-paced and continuously changing environment.
• High sense of responsibility and proactivity, with the ability to anticipate problems and propose solutions.
• Fluency in English.

Assistant Brand Marketing Manager refines brand strategy and product roadmap for the portfolio by conducting competitor analysis, managing marketing spend, and leading cross-functional agency campaigns alongside the head of department. The work directly supports improved market share, pricing model development, and product lifecycle management across FMCG channels.

Role Responsibilities

• Identify competitive and alternative offerings in the market through competitor analysis.
• Make recommendations for strategies to expand market position and maintain or win against the competition.
• Support the head of department in developing and implementing annual marketing strategies and operating plans, working closely with trade marketing on execution.
• Achieve brand targets and manage marketing spend to deliver marketing activity on time and improve market share.
• Liaise and work closely with agencies on campaign, creative, media, and social media management to design and execute holistic marketing campaigns.
• Review brand performance, analyse results, and provide plans to improve market share.
• Execute regional brand harmonisation with the guidance of the head of department to ensure uniformity of packaging and brand positioning.
• Lead the creation of the recommended product strategy and roadmap for the product line based on business objectives within the brand portfolio.
• Contribute towards establishing pricing models, launch schedules, product selling stories, merchandise guidelines, and launch support, and work closely with agencies to develop packaging and product selling stories.
• Support the head of department in proposing recommendations for the appropriate launch plan, sales targets, product P&L, and launch support.
• Monitor product performance for existing and new products, evaluate product lifecycle and profitability, understand win/loss drivers, and provide recommendations.
• Create differentiated promotions and exclusive packs based on channel and customer requirements with a compelling selling story.
• Compile, update, and monitor marketing-related data, including competitor reports, market pricing, and sales data analysis.

Education & Experience

• Minimum degree in Business Studies, Marketing, or Economics.
• Minimum 3 years of related experience in the FMCG industry, preferably in a manufacturing environment.
• Strategic approach to problem-solving and the ability to manage complexity.
• Good communication skills.
• Ability to interact with different levels within and outside of the organisation.
• Ability to work at a fast pace and remain sensitive to market trends.
• Immediate availability is highly preferred.

The Assistant Brand Marketing Manager shapes brand awareness by formulating marketing strategy, managing the brand's website, social media, and mobile app, and developing high-quality marketing copy across owned channels for platform growth and user engagement. Collaborating with influencers, media partners, and the sales team, this role builds brand preference and competitive positioning within the telecom or elderly services sector.

Job Functions

• Formulate marketing strategy to achieve brand-building, positioning strategies, and business objectives.
• Enhance brand awareness through new product launches to achieve brand and business targets.
• Implement brand-building campaigns and promotions, and develop strategy for customer loyalty programs, buying behaviours, retention, and reward activities.
• Develop and write a wide range of high-quality marketing copy and creative content for social media and other owned communication channels to ensure brand consistency.
• Formulate content strategy and manage the brand's website, social media, and mobile app for platform growth and user engagement.
• Maintain and build relationships with influencers, media partners, and media vendors to stay abreast of market changes and trends.
• Coordinate with the sales team on monthly sales focuses and promotion activities.
• Identify market trends and conduct market research to address market changes and challenges from competitors.
• Contribute to overall marketing and branding KPIs to drive brand awareness and preference.

Knowledge Skills & Abilities

• University degree or above in Marketing, Business Administration, Communications, or a related discipline.
• At least 5 years of marketing work experience in brand building, brand revamp, and creative writing, with agency experience preferred.
• Knowledge of the telecom or elderly services sector is an advantage.
• Good team player with proactivity, passion, and commitment.
• Creative, self-motivated, well-organised, detail-minded, and able to work independently.
• Strong ability to communicate with people from different backgrounds and at all levels, both internally and externally.
• Good command of written and spoken English and Chinese.