SENIOR EXECUTIVE, BRAND & REPUTATION MANAGEMENT

1) GENERAL DESCRIPTION

The Senior Executive, Brand Insights & Reputation Management supports the development and execution of KPJ Healthcare's brand strategy through research, market intelligence, brand performance measurement, reputation intelligence, and data-driven insights. The role is responsible for coordinating brand health studies, competitor benchmarking, consumer research, corporate reputation monitoring, brand valuation activities, and performance reporting to enable informed strategic decisions that strengthen KPJ Healthcare's corporate brand, reputation, and market position.

2) JOB DESCRIPTION

Brand Strategy, Insights, Performance & Market Intelligence

• Support the development and implementation of KPJ Healthcare's brand strategy and brand performance measurement framework.

• Coordinate Brand Health Studies, customer perception research and brand valuation initiatives to measure and strengthen KPJ's corporate brand.

• Conduct consumer, competitor and market research to identify emerging trends, business opportunities and strategic insights.

• Coordinate Brand Finance engagement, brand valuation exercises and competitor benchmarking activities.

• Develop and maintain brand performance dashboards, KPIs and reporting tools to monitor brand health and effectiveness.

• Analyse qualitative and quantitative data to provide strategic recommendations that support business and brand objectives.

• Prepare management reports, presentations and executive updates on brand performance, market intelligence and industry trends.

• Identify opportunities to strengthen KPJ Healthcare's market positioning through research, benchmarking and best practices.

Brand Reputation Management

• Support the implementation and continuous improvement of KPJ Healthcare's corporate reputation management framework.

• Monitor media coverage, public sentiment, stakeholder perceptions and industry developments to identify emerging reputation opportunities and potential risks.

• Analyse reputation-related data and prepare reputation performance reports, dashboards and strategic recommendations for management.

• Coordinate stakeholder perception studies, reputation benchmarking and corporate reputation assessments.

• Support the preparation and submission of corporate awards, brand rankings and external recognition programmes to enhance KPJ's corporate profile.

• Collaborate with relevant business units to ensure consistent corporate messaging and brand positioning.

• Maintain reputation monitoring databases, trackers and documentation to support timely reporting and strategic decision-making.

Strategic Support & Cross-Functional Collaboration

• Support cross-functional initiatives involving branding, reputation management, market research and strategic projects across the Group.

• Collaborate with hospitals, internal stakeholders, agencies, consultants and research partners to deliver branding and reputation initiatives.

• Coordinate project timelines, meetings, documentation and follow-up actions to ensure successful project execution.

• Maintain research databases, project trackers and performance records while ensuring data accuracy and consistency.

• Support continuous improvement initiatives to enhance brand governance, research methodologies and reputation management practices.

• Undertake other duties and responsibilities as assigned by the Head of Brand & Reputation Management.

3) JOB REQUIREMENT

• Bachelor’s Degree in Marketing/ Branding/ Communications/ Market Research, Statistics, Data Analytics or related discipline.

• Minimum 3–5 years of experience in brand management, market research, strategic planning, corporate communications or related fields.

• Experience in consumer research, market intelligence, brand performance analysis or corporate reputation management.

• Knowledge of branding principles, research methodologies, media monitoring and data interpretation.

• Experience managing research agencies, consultants or external vendors is an advantage.

• Exposure to corporate branding, reputation management, stakeholder perception studies or brand valuation is highly desirable.

• Strong analytical and critical thinking skills.

• Good understanding of brand strategy, brand measurement and brand health tracking.

• Experience in market research, competitor benchmarking and market intelligence.

• Good understanding of corporate reputation management principles and reputation measurement.

• Experience in media monitoring, stakeholder sentiment analysis and reputation reporting.

• Ability to analyse quantitative and qualitative data to derive strategic insights and recommendations.

• Strong report writing, presentation and data visualisation skills.

• Proficient in Microsoft Excel and PowerPoint.

• Experience with Power BI, Tableau or similar dashboard tools is an advantage.

• Strong project coordination and stakeholder management skills.

• Excellent communication and influencing skills.

• Analytical and detail-oriented.

• Curious with strong research mindset.

• Organised and able to manage multiple projects simultaneously.

• Proactive and solution-oriented.

• Strong communication and interpersonal skills.

• Collaborative and able to work across multiple departments.

• High level of professionalism and integrity.