You will collaborate closely with the Brand Manager and cross- functional teams to deliver strong brand performance, especially in the key shop retail system.
The Assistant Brand Manager (ABM) plays a critical executional role in driving brand growth, ensuring consistency across all consumer touchpoints, and supporting key marketing initiatives for the powdered milk category.
This role is suitable for candidates who are detail- oriented, execution- driven, data- informed, and able to manage multiple projects simultaneously in a fast- paced FMCG environment.
Responsibilities:
Brand & Marketing Strategy
• Translate strategic priorities into actionable KPIs and ensure on- ground execution.
• Collaborate cross- functionally to align branding efforts across all touchpoints.
• Assist in crafting short- term marketing plans aligned with the brand&039;s long- term vision.
Innovation & Product Development
•Coordinate closely with R&D, Regulatory, SCM, Trade and external partners to ensure timely delivery.
•Support the full NPD cycle: testing, validation, production concept, and go- to- market implementation.
•Participate in idea screening, product concepting, formula coordination, pricing, and packaging development.
Consumer & Market Understanding
•Monitor consumer trends, competitive dynamics, and category shifts to identify growth gaps.
•Conduct field visits, in- store immersions, and collaborate with research agencies to collect insights.
•Summarize findings into actionable recommendations for the brand team.
Channel Support/ Activation
•Work with Trade/Key Account teams to design and deploy in- store visibility, activation and promotion programs.
•Track promotion effectiveness, ROI, and provide improvement plans.
•Customize brand initiatives tailored to channels to maximize conversion and brand presence.
Marketing Activity Execution
•Coordinate with internal teams (Media, PR, CRM, Digital Content) and agencies to develop consumer- centric materials
•Oversee POSM production, adaptation of digital assets, sampling programs and activation materials.
•Execute communication campaigns, NPD launches and 360° marketing assets.
Performance Monitoring & Budget Control
•Monitor brand KPIs, volume/sales performance, campaign ROI, and competitive benchmarking.
•Manage allocated budget responsibly and propose cost optimization opportunities.
Cross- Functional Collaboration
•Build strong partnerships with Sales, Trade Marketing, Innovation, R&D, Regulatory, SCM, and Finance.
•Represent the brand perspective in internal meetings and contribute to cross- functional projects.
