Brand Manager

About Carlsberg Singapore

Since its establishment in 1985, Carlsberg Singapore has grown into a key player in the local beer market, primarily supplied by Carlsberg Malaysia, its parent company holding full ownership. The brand portfolio includes Carlsberg, 1664 Blanc, Connor's, Somersby, and Sapporo. As a hybrid organization, the company combines the advantages of a global firm with a lean, agile local team that values creativity, swift decision making, and a collaborative spirit.

Role Overview

The Brand Manager will be responsible for crafting and executing comprehensive marketing strategies that enhance brand visibility, deepen consumer engagement, and boost business growth. This role involves close collaboration with internal teams and external agencies to manage key campaigns from ideation through to delivery, leveraging data-driven insights and creative approaches.

Key Responsibilities

• Design and execute marketing plans to achieve targeted sales or market share objectives.
• Oversee development and implementation of brand strategies, market research, communication plans, media buying, and promotional activities.
• Manage marketing development, campaigns, budget allocations (GBC, A&P), brand share, volume growth, and key brand health metrics.
• Lead brand communications including national ATL campaigns and local adaptations of brand visual identities supplied by headquarters.
• Serve as primary liaison with ATL, media, digital, PR agencies, external media partners, regional offices, and internal stakeholders.
• Focus ATL activities on channels such as Print, TV, Cinema, Radio, Outdoor, and Digital platforms.
• Conduct ongoing market and consumer research to anticipate trends and adapt strategies accordingly.
• Handle daily marketing-related project management including creative development, cross-functional collaboration, campaign monitoring, and reporting.
• Work alongside Channel Marketing and Sales teams to ensure coordinated execution of plans.
• Promote brand awareness internally by educating team members about brand values, initiatives, and programs.
• Undertake any additional marketing tasks as needed.

Candidate Profile

• Demonstrates strong commercial insight with the ability to convert market and consumer insights into effective brand strategies.
• Strategic thinker with proven experience in managing integrated marketing campaigns that build brand equity and boost business performance.
• Excellent communication and stakeholder management skills, fostering collaboration across varied teams and partners.
• Innovative, adaptable, and results-driven with a willingness to challenge norms and pursue creative solutions.
• Deep interest in consumer behavior and commitment to delivering exceptional brand experiences across diverse platforms.

Requirements

• Bachelor’s degree in Marketing, Communications, or Business Administration.
• 5 to 8 years of relevant marketing experience, preferably in FMCG or a multinational company.
• Experience managing premium or lifestyle brands and orchestrating integrated campaigns.
• Comprehensive understanding of brand strategy, consumer insights, digital marketing, media planning, and campaign execution.
• Budget management skills, capability in measuring campaign outcomes, and driving commercial success.
• Strong presentation, communication, and interpersonal skills.
• Analytical ability to derive actionable insights from data.
• Proficiency in Microsoft Office; familiarity with Nielsen, Kantar, or similar marketing analytics tools is advantageous.

Work Culture and Opportunities

Carlsberg Singapore values professional growth and offers a dynamic environment where employees make tangible contributions. Joining the marketing team means engaging with premium brands and innovating across campaigns and partnerships. The organization’s lean and agile model offers significant ownership opportunities, close interaction with global and regional stakeholders, and a culture emphasizing teamwork, creativity, and shared success.