MISSION:

Do you want to be the custodian of a skincare brand- shaping what we launch, how we show up & how consumers remember us? 

This role owns product strategy, launch excellence, and localizing brand expression in market. You will translate consumer insight into clear product propositions, define annual priorities, and lead brand campaigns that drive both impact and consistency across touchpoints. 

You will also set the brand’s social strategy as a core growth driver — turning launches into social-first narratives that build relevance, engagement, and long-term brand equity.

KEY JOB ACCOUTABILITIES:

1. PRODUCT BRAND MANAGEMENT

MARKET ANALYSIS & INSIGHTS 

• Decode consumer behaviour, market trends & competitive dynamics to identify growth opportunities.
• Leverage data and insights to inform product strategy and marketing direction (target audience defining, product proposition, pricing)

PRODUCT PORTFOLIO & LAUNCH LEADERSHIP 

• Strategize the product portfolio to define annual priorities & source of growth 
• Owns the end-to-end lifecycle of hero products from ideation to launch and sustain 
• Lead launch plan including communication framework and shape up key launch drivers to deliver commercial launch targets. Collaborate strongly with category & commercial teams to ensure launch’s execution on time in full.  

CONTENT LOCALIZATION & MARKET ACTIVATION

• Adapt global strategies into locally relevant, social-first content, activations, and POS execution
• Ensure excellence in execution of the brand strategy.

BUDGET MANAGEMENT: Plan and track A&P budget allocated to products/franchise and by marketing activities. 

2. SOCIAL MANAGEMENT 

Social & Advocacy Strategy: Define and lead KOL/KOC strategy in line with brand priorities, building long-term partnerships that amplify brand credibility and reach.      

Social Content & Performance Leadership: Champion social content excellence by localizing winning toolkits and driving continuous optimization based on performance insights.

KPIs

• Market share
• Brand Equity & Awareness
• Creator engagement & Share of Influence (SOI)

CORE SKILLS:

• Creative & Insight-driven brand thinking 
• End-to-end ownership mindset 
• Project management  
• Digital MKT 
• Social & Content Fluency 
• Stakeholder & Partner Leadership

REQUIREMENTS:

• Bachelor’s Degree in Marketing, Business Administration, Economics, or a related field.
• 4 to 6 years of proven experience in Brand Management or Product Management. Direct experience in FMCG (Fast Moving Consumer Goods) or the Beauty/Cosmetics industry is highly preferred.
• Proven Track Record: Demonstrated success in managing "hero products," launching new innovations from ideation to market, and achieving market share growth.
• Digital & O+O Expertise: Experience in executing 360-degree integrated campaigns with a strong focus on "Online + Offline" (O+O) consumer journeys, including E-commerce (Shopee, Lazada, TikTok Shop) and Social Advocacy (KOL/KOC management).