Senior Brand Manager

The Role Overview

As Senior Brand Manager, you will sit at the intersection of brand building and commercial performance. Working hand-in-hand with Senior/National KAM and Ecommerce Manager, you will develop and execute the full-funnel brand strategy to drive awareness → trial → conversion → repeat → advocacy. You will be the marketing engine that fuels commercial growth, turning Blood into Thailand’s most recognisable and unapologetic challenger in period care.

This role blends brand strategy, growth marketing, activation, category understanding, consumer insights, and hands-on execution. If you love building brands from scratch, pushing boundaries, and owning the full growth loop end-to-end, this role is for you.

Core Responsibilities

• Commercial Brand Strategy & Localisation (15%)

  • Translate Blood’s regional brand strategy into a Thailand-specific marketing roadmap

  • Identify key consumer segments, shopper behaviour insights, and cultural nuances to develop a brand narrative that truly resonates with Thai consumers

  • Identify whitespace opportunities, category tensions, and local trends to sharpen brand positioning and messaging

  • Brand & Product Awareness & Consumer Trials (30%)

    • Lead nationwide 360° brand campaigns across digital, social, influencer, OOH, sampling, and PR channels to drive buzz and talkability

    • Design and execute initiatives to drive consumer trial and product demos such as campus activations, workplace outreach, social campaigns, samplings, etc.

    • Retail and Trade Alignment (30%)

      • Collaborate with Senior/National KAM to develop sell-in pitches with marketing plans and consumer insights for KA listings

      • Develop retailer JBPs, promo plans, campaign decks and POSM toolkits to maximise brand visibility and drive in-store conversion

      • Strengthen visibility in-store and online to ensure all shopper touchpoints reflect our brand promise while supporting sell-in and sell-through (planograms, promotions, extra displays, in-store activations, PDP, brand pages etc.)

      • Consumer Insights (15%)

        • Regularly gather insights (both quals and quants) on category trends, competitor moves, shopper behaviour, brand performance etc to inform of brand actions.

        • Use consumer data to shape marketing content, retail messaging, and activation tactics.

        • Support the Global NPD team with market / consumer insights to localise new product launches and build local brand strategies/messaging around new products

        • Cross-Functional Collaboration & Reporting (10%)

          • Collaborate with HQ and regional functional teams to ensure smooth product launches and close alignment between marketing plan and operational readiness.

          • Manage external marketing and media agencies, and build in-house capabilities to deliver high-impact programmes within budget

          • Track, analyze and report marketing performance metrics, and propose areas to double-down on growth opportunities or adjust strategy/execution

Skills & Qualifications

Must-Haves

• Comfort with ambiguity, speed, and zero-to-one environments

• Strong understanding of Thai consumer culture, creators, trends and marketing channels

• At least 5-8 years’ experience in brand management or marketing in FMCG/CPG, DTC brand, or high-growth consumer-centric environment

• Experience managing campaign calendars, agencies, and partners

• Strong data literacy (able to interpret ROAS, CTR, CAC, OSA, POSM, promo compliance)

• Native Thai speaker + fluent in English

Great-to-Haves

• Experience in beauty, personal care, or women-focused brands

• Experience launching new markets or challenger brands

• Experience working in a startup environment

• Digital-native marketer who thrives on fast content iteration