Our client is an established, large-scale consumer goods company with a strong nationwide presence in Indonesia. The company manages a diverse and growing portfolio of premium food products, supported by a robust supply chain and a commercial network that spans across the country. Known for driving high standards of operational excellence, they are currently expanding their marketing leadership team to accelerate the growth of their key product categories in both retail and commercial business channels.
Job Purpose
The Senior Brand Manager will lead the strategic development, commercial growth, and brand equity of our premium dairy and food portfolio. This role requires a commercial-minded marketer with extensive experience in navigating both the Retail (Modern Trade/General Trade) and Food Service (Horeca) channels. You will be fully responsible for driving the category's P&L, leading nationwide product launches, managing large-scale marketing budgets, and collaborating deeply with our extensive cold-chain distribution and sales network to maximize market share in Indonesia.
Key Responsibilities
1. Brand Strategy & Portfolio Management
- Strategic Planning: Formulate and execute annual brand plans, marketing strategies, and long-term roadmaps for the premium dairy and food portfolio to achieve volume, revenue, and market share targets.
- P&L Ownership: Manage the end-to-end category financial performance, including gross margin optimization, pricing strategies, and marketing spend ROI.
- Consumer Insights: Analyze market trends, competitor movements, and consumer behavior to identify untapped market opportunities and consumer needs.
2. Channel & Trade Marketing Integration
- Omnichannel Activation: Design tailored marketing and promotional programs that cater specifically to both B2C (Modern Trade/General Trade supermarkets) and B2B (Food Service/Horeca) channels.
- Sales Collaboration: Work closely with the commercial and distribution teams to ensure high product visibility, optimal stock availability, and impactful trade activations across Indonesia's major cities.
- B2B Engagement: Partner with product development and culinary teams to create value-driven marketing strategies for institutional clients (bakeries, hotels, cafés, and restaurants).
3. Product Innovation & Campaign Execution
- NPD Pipeline: Lead the New Product Development (NPD) process from ideation, local market validation, and regulatory compliance to commercial launch execution.
- 360-Degree Campaigns: Oversee the development of integrated marketing campaigns encompassing digital/social media, PR, influencer partnerships, in-store activations, and consumer trial programs.
- Agency Management: Direct and evaluate creative, media, and BTL activation agencies to ensure high-quality execution aligned with brand guidelines.
Job Requirements
- Education: Bachelor's or Master's Degree in Marketing, Business Administration, or a related field.
- Experience:
- Minimum of 7–9 years of experience in brand management within the FMCG sector, with at least 3–5 years specifically handling Dairy, Chilled/Frozen Food, or Premium Food ingredients.
- Proven experience handling both B2C (Retail) and B2B (Food Service) channels in the Indonesian market.
- Technical Skills:
- Strong financial acumen with hands-on experience managing a brand's P&L and substantial A&P budgets.
- Deep understanding of the nuances of chilled/frozen food distribution networks and cold-chain logistics dynamics is highly preferred.
- Excellent analytical skills with proficiency in Nielsen data, internal sales metrics, and market research methodologies.
- Leadership & Soft Skills:
- Strong leadership capabilities to mentor a fast-paced brand team and influence cross-functional stakeholders (Sales, Supply Chain, Regulatory).
- Exceptional communication and presentation skills in English and Bahasa Indonesia.
- An entrepreneurial mindset with a proactive approach to identifying and capturing market opportunities.
