Brand Manager

WHAT YOU WILL DO

The Brand Manager is accountable for leading the strategic and operational execution of Perfetti Van Melle’s brand portfolio in Thailand. This role is central to driving brand growth through consumer and trade marketing initiatives, new product development, and integrated communication strategies. The Brand Manager ensures alignment with global and regional brand direction while adapting to local market dynamics.

The position requires close collaboration with internal stakeholders, distributors, and external partners to deliver brand consistency, market competitiveness, and business performance.

Responsibilities:

Brand Management

• Responsible for ensuring effective support to planning and implementation for all consumer and trade marketing initiatives
• Monitor, analyze and evaluate brand performance. Evaluate and implement input and initiatives to enhance sales and market share
• Track and review campaign performance to ensure KPI deliveries and learnings/improvements
• Work closely with Group Marketing for local brand alignment and strategies
• Work closely with Distributor to ensure trade program optimization and brand consistency
• Work closely with shipment team on shipment forecast and delivery

Communication

• Work closely with local agencies to develop content and/or adapt global content that will drive engagement, enhance brand and drive local engagement with consumers
• Lead Brand Media Planning with agency to ensure investment efficiency on strategic target
• Own and manage Media budget

New Product Development

• Constantly review Perfetti Van Melle international and regional portfolio and trends in confectionery to identify and recommend new products, packs and flavors for launch
• Coordinate development of new products with the Corporate & Regional Marketing & R&D teams & Distributors
• Coordinate development of packaging with Selection and the Corporate marketing team
• Own and lead NPD discussion during key business meetings
• Plan and implement launch-related marketing and trade activities 

Consumer / Business Analysis

• Continuously monitor and review consumer trends in the market for new insights and opportunities
• Regularly track competitive brand communications and NPDs to understand trends in the category and implications to company strategies
• Work with distributors to track and review competitors’ trade programs and implications to PVM brands

Commercial

• Guide and review distributor Trade Investment to drive efficiency and ROI
• Lead Brand Pack Price Strategy to drive revenue and profitability

Business Acumen

• Evaluate NPD product/pack/price as well as profitability that will drive the most benefit for the business

OUR PERFECT CANDIDATE

• Bachelor’s degree in Marketing, Business Administration, or related field. A Master’s degree is a plus
• Minimum 3–5 years of experience in brand management or marketing within the FMCG industry, preferably with exposure to food, beverage, or confectionery categories. Proven experience in leading cross-functional teams, managing agencies, and handling full-cycle product launches
• Strong understanding of consumer behaviour and market dynamics in Thailand
  
  • Proficiency in ATL/BTL marketing, digital media, and e-commerce
  • Experience in managing P&L and marketing budgets
  • Familiarity with working with distributors and regional/global marketing teams
  • Strong analytical and project management skills
• Brand strategy development and execution
  • New product development and go-to-market planning
  • Media planning and campaign performance analysis
  • Trade marketing and pricing strategy
  • Consumer and market research interpretation
  • Budgeting and ROI optimization
• Willing to travel within Thailand and internationally, accounting for approximately 10% of total working hours

WE OFFER

• The opportunity to join a global leader in confectionery and gum‑manufacturing whose brands reach more than 150 countries
• A vibrant working environment where innovation, quality and consumer‑first thinking drive everything we do
• A collaborative and inclusive company culture – you’ll be supported to develop your career, access training, and work alongside a diverse team of professionals
• A sense of purpose: we’re committed to doing business with integrity, caring for our people, and contributing positively to the environment and our communities
• Room to grow: as part of a fast‑moving, high‑profile business, you’ll have exposure to new challenges, cross‑functional projects, and the chance to make an impact