- Location
- Dengkil, Selangor, MY
- Workplace
- Remote
- Type
- Full-time
- Department
- Marketing
- Seniority
- Manager
- Source
- BetterTeam
Description
JOB PURPOSE:
The Brand Manager for Addiction is the owner and champion of the Addiction brand across global markets. This role drives brand growth by shaping strategy, leading integrated campaigns, ensuring best-in-class execution across digital and trade channels, and building strong cross-functional alignment to deliver commercial outcomes. You will balance global brand consistency with local market relevance, ensuring Addiction remains a premium, science-led, and
emotionally resonant pet nutrition brand.
DUTIES AND RESPONSIBILITIES:
Brand Strategy & Growth Planning:
The Brand Manager for Addiction is the owner and champion of the Addiction brand across global markets. This role drives brand growth by shaping strategy, leading integrated campaigns, ensuring best-in-class execution across digital and trade channels, and building strong cross-functional alignment to deliver commercial outcomes. You will balance global brand consistency with local market relevance, ensuring Addiction remains a premium, science-led, and
emotionally resonant pet nutrition brand.
DUTIES AND RESPONSIBILITIES:
Brand Strategy & Growth Planning:
- Own the Addiction brand strategy and 12–24-month brand roadmap aligned to company growth targets.
- Lead annual brand planning: positioning, key pillars, audience segmentation, messaging hierarchy, and market prioritization.
- Translate business objectives into clear brand initiatives across product, pricing, distribution, and communications.
- Monitor market trends, competitor activity, consumer insights, and category data to identify growth opportunities.
- Ensure brand strategy aligns with premium pet nutrition and science-backed value propositions.
Integrated Campaign & Content Leadership:
- Lead development and execution of 360° marketing campaigns across digital, social, ecommerce, retail, and events.
- Own campaign briefs, creative direction, and go-to-market plans in collaboration with Consumer/Content and Trade teams.
- Build a consistent, high-impact brand storytelling system (hero content, always-on, seasonal, new launches).
- Ensure campaigns are insight-led and performance-tracked; optimize based on results.
- Partner with creative/graphics and agencies to deliver premium, on-brand assets.
Product & Innovation Support (Brand-Led):
- Serve as marketing lead for Addiction product portfolio, supporting NPD, renovation, and regional assortments.
- Define product story architecture: claims, benefits, RTBs, target audience, and packaging messaging.
- Partner with R&D, Regulatory, and QA to ensure compliant, accurate, and compelling product narratives.
- Contribute to pricing, pack architecture, and channel-specific assortment strategies.
- Drive premium shelf and PDP excellence (offline and online).
Cross-Functional & Market Execution Excellence:
- Be the primary brand interface across Sales, Trade Marketing, E-commerce, Supply Chain, and Country teams.
- Ensure local execution is aligned with global standards while adapting to market needs.
- Support channel strategy with market-ready toolkits: brand decks, launch kits, retail POSM, training materials.
- Partner with E-commerce leads to improve conversion through brand-led store strategies and merchandising.
- Track performance dashboards with clear insights and recommended actions to stakeholders.
Ad Hoc / Strategic Projects:
- Lead or support special projects such as crisis comms, rebranding initiatives, agency pitch, or new market entry.
- Represent Addiction brand in leadership reviews, key partnerships, and strategic forums.
Qualifications & Experience:
- Bachelor’s degree in marketing, Business, Communications, or related field.
- 5–8 years of brand management or category marketing experience; FMCG, premium food, or pet industry preferred.
- Proven experience leading integrated campaigns across digital and trade.
- Strong track record in brand strategy, positioning, and market execution.
- Experience working with multi-market/distributor models is highly desirable.
- Comfortable with data-driven decision making (brand metrics, sales, campaign performance, insights).
Core Competencies:
- Brand & consumer obsession: deep understanding of premium consumers and what drives loyalty.
- Strategic thinking + commercial acumen: turns brand work into growth outcomes.
- Campaign leadership: builds sharp briefs and drives excellent execution end-to-end.
- Cross-functional influence: aligns teams without formal authority.
- High standards & agility: premium output, fast learning, quick pivots when needed.
- Clear communicator: strong storytelling and stakeholder management skills.
Performance Measures (examples):
- Brand health growth (awareness, consideration, preference).
- Campaign performance vs targets (ROAS, CAC, engagement, sell-through).
- Portfolio contribution to revenue and margin.
- E-commerce improvements (PDP conversion, basket size, repeat rate).
- Execution readiness and on-time delivery of brand plans and launches.
Skills
Merchandising
