Job Responsibilities:

This role is responsible for driving brand strategy and consistency across Malaysia & Singapore's owned channels e.g. app, website, store concepts, packaging, menu and overall customer journey touchpoints.
This role ensures that regional brand positioning is effectively resonating with the market's consumer landscape while maintaining brand integrity.

In-market Branding

• Collaborate across departments to identify market needs and challenges across the brand kits for retail stores, packaging, app and website.
• Ensure local market regulations are adhered to for advertising and packaging.
• Develop local market brand assets aligned with global positioning and local market insights. Strategic Brand Positioning
• Conduct or leverage market research to understand brand perception, consumer behavior, preferences, and trends to inform brand strategies. Brand Systems
• Support the development of proprietary brand assets such as seasonal product names, visual systems, and branded experiences across store concepts. Brand Governance
• Uphold brand standards across all touchpoints, from digital content to retail, packaging, and events.
• Ensure adherence to brand guidelines, voice, and visual identity across all regional channels while allowing flexibility for cultural adaptation.
• Ensure creative work complies with local laws, regulations, and cultural sensitivities.
• Act as a brand guardian, providing training and support to local teams.

Cross-Functional Collaboration
• Work closely with retail operations, tech, product, design & build and marketing teams to ensure integrated brand experiences.

Performance Tracking
• Monitor and analyze the performance of brand initiatives and campaigns, providing detailed reports and recommendations.

Team Management
• Supervise the Brand team and external vendors to manage Brand budget and resource allocation.
• Lead and mentor local Brand teams; report on KPIs to senior leadership.

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