About the Company
Our client is a prominent FMCG company with a strong portfolio of hygiene and personal care brands across Asia. The tissue category is a core pillar of the Singapore business, with leading household brands trusted by consumers. The company emphasizes innovation, speed-to-market, and strong brand equity, and is looking to strengthen its leadership in Singapore through targeted marketing and consumer engagement.
About the Role
As the Senior Brand Manager for the Singapore Tissue category, you will lead the strategic planning and execution of brand initiatives to grow market share and build brand love. This role involves overseeing the end-to-end brand management function, including ATL, BTL, shopper marketing, and ecommerce. You will be a key liaison between regional and local teams, driving consumer-first campaigns and ensuring brand consistency across touchpoints. This role reports to the Marketing Manager and is based in Malaysia, with frequent engagement with the Singapore commercial team.
Key Responsibilities
Develop and lead annual brand plans for the Singapore tissue business, aligned to market opportunities and company objectives.
Craft and execute integrated marketing campaigns, including TVC, digital, in-store, and ecommerce promotions.
Translate brand strategy into compelling GTM plans in collaboration with commercial, trade marketing, and ecommerce teams.
Monitor and analyze brand health metrics, campaign performance, and market trends to identify areas for growth.
Manage media, creative, and activation agencies to deliver high-impact and on-brand executions.
Lead brand innovation and renovation initiatives, working cross-functionally with R&D and supply chain teams.
Champion consumer understanding through research and insights, identifying new needs and white space for innovation.
Represent the Singapore tissue business in regional marketing and commercial reviews.
Provide guidance to junior brand team members and support functional capability building.
Requirements
Degree in Marketing, Business Administration, or a related discipline.
At least 7–10 years of experience in FMCG marketing, with recent focus on brand management.
Strong knowledge of the Singapore retail market and consumer trends.
Proven track record in leading successful brand campaigns and product launches.
Experience working across markets or in a regional/local collaboration setup is an advantage.
Strong stakeholder and agency management skills.
Excellent communication, analytical thinking, and project management abilities.
Familiarity with digital, ecommerce, and omnichannel marketing strategies.
