You will play a key role in shaping how our brands connect with consumers, building awareness, engagement, and loyalty through innovative marketing, partnerships, and retail activations. You will collaborate cross-functionally with marketing, sales, design, and external partners to bring campaigns to life, while keeping a sharp eye on market trends and consumer insights.
This is a hands-on, strategic, and creative role suited for someone who thrives in fast-paced, lifestyle-driven brands and is passionate about design, culture, and community.
Key Responsibilities
- Brand Strategy & Positioning
- Develop and own the annual brand plan in Indonesia, including objectives, key strategies, and priority initiatives.
- Translate global brand positioning and guidelines into locally relevant direction: audiences, occasions, messaging, and visual expression.
- Guard brand integrity across all touchpoints:
- Visual identity and use of assets
- Tone of voice and messaging
- Pricing and promotion guardrails (in partnership with Merchandising)
- Collaborations and external partners.
- Business Support & Commercial Partnership
- Work closely with Merchandising and Finance to align:
- Assortment focus and range priorities
- Pricing and promotion framework
- Launch and promo calendar by period and channel.
- Provide clear brand and commercial priorities for brand to inform the annual sales and marketing budgets, in partnership with the Head of Marketing, Merchandising, and Finance.
- Regularly review brand performance:
- Sales vs budget by channel and key product lines
- Gross margin within agreed guardrails
- Stock and sell-through of hero items and key collections.
- Propose brand-led corrective actions where needed (e.g. shifting focus to specific formats, collections, colors, or channels) within agreed commercial frameworks.
- Go-to-Market & Campaign Co-leadership
- Co-lead go-to-market (GTM) plans for product launches and key campaigns, in partnership with the Head of Marketing and Merchandising.
- For each major product launch or campaign, define:
- Role and objective (e.g. awareness, penetration, premiumisation, gifting)
- Hero SKUs and key messages
- Target audience and key occasions
- High-level channel priorities and phasing (retail, consignment, e-commerce, marketplaces, corporate).
- Prepare structured brand briefs for the marketing team, clearly outlining what brand needs from each campaign. The Head of Marketing and marketing team own channel mix, detailed tactics, and creative execution across brands.
- Ensure major brand initiatives are treated as cross-functional projects with clear roles and timelines across Marketing, Merchandising, Retail, E-commerce, and Sales.
- Cross-channel Brand Execution
- Work with Retail Operations and Visual Merchandising to ensure stores and consignment points reflect brand priorities and storytelling:
- In-store displays, windows, key focus SKUs, staff talking points.
- Partner with E-commerce and Marketplace teams so that product online presence (brand shops, product listings, campaign pages) is aligned with the brand plan and overall marketing strategy.
- Support the Sales Account Lead for corporate and B2B opportunities involving the brand with:
- Branded proposals and selling stories
- Seasonal gifting concepts
- Clear guardrails to protect brand premium perception.
- In all cases, ensure that brand plans are aligned with the overall marketing strategy defined by the Head of Marketing and with channel owners’ performance objectives.
- Brand Performance, Insights & Reporting
- Consolidate brand performance by bringing together inputs from:
- Merchandising (sell-in, sell-through, stock health)
- Retail and consignment (store performance, VM feedback, staff feedback)
- E-commerce and marketplaces (traffic, conversion, sales)
- Marketing (campaign and digital results)
- Corporate/B2B (pipeline, deal types, repeat).
- Turn data and observations into clear insights and actions:
- What is happening
- Why it matters
- What you recommend we change or continue.
- Prepare structured brand updates and quarterly reviews for internal leadership and brand’s principal, in close coordination with the Head of Marketing and Merchandising.
- Principal & Key Stakeholder Management
- Act as a key local contact for the brand principal on brand and market topics.
- Prepare performance updates, launch plans, and market feedback, and present them together with the MD and Head of Marketing as needed.
- Ensure local activities for the brand are aligned with global brand direction, while representing the realities and needs of the Indonesian market.
- Build strong relationships internally with Merchandising, Retail, E-commerce, and Sales so that product’s plans are understood and executable.
- Leadership, Collaboration & Future Scope
- Work as part of the marketing leadership layer under the Head of Marketing, collaborating with digital, content, and other marketing functions.
- Help refine and maintain processes and rhythms related to:
- Annual brand planning
- Launch planning
- Brand/business reviews.
