Brand Manager

Location Tokyo
Discipline Marketing, Sales
Job type Permanent
Salary negotiatable
Reference 36707


This new position will be responsible for championing growth of a popular beverage portfolio, including development and successful execution of all marketing programs. Working in collaboration with the Marketing Manager, your role will create brand enthusiasm across Japan, aligning with Global & Regional stakeholders, working closely with the Sales Manager and teams as well as distribution partners.


Brands Strategy and Planning

  • Own the company portfolio - from strategic planning through to execution and delivery of portfolio growth

  • Lead Strategic Brand Plan development in close association with Regional Marketing Director and Marketing Manager

  • Develop a close working relationship with global brand teams to align brand plans, long-term strategic direction and collaborate on building the required assets for the market

  • Scope new product and portfolio diversification opportunities - size of prize, consumer trends/ rationale and business cases

Brand Execution and Analysis

  • Develop and lead go to market campaigns & initiatives including but not limited to ATL, field experiential marketing / event activation activities, brand advocacy etc

  • Partner closely with Distributor, Commercial Teams and Trade Marketing Specialist for effective channel & customer programs across Off Premise, On Premise and E-Commerce

  • Partner closely with Insights Analyst to track and measure key brand and business metrics

  • Partner closely with IMC Manager for effective communication/media plan and its implementation

  • Multiple agency and external supplier management - briefing, timelines, budget scope and appraisals

  • Work with all levels of field sales staff to ensure that marketing plans and tactics are appropriate for field-based brand building activities

Financial Management

  • Analysis on the range of financial metrics including brand expenses, volumetric and fiscal reporting and future projection forecasting

  • Manage assigned brands P&L’s (including A&P tracking and reporting, discount and trading terms management)

  • Prepare sales forecasts and associated reporting

Capability & Culture Building

  • Be an advocate and ambassador for brand knowledge and best in class adoption

  • Play active role with Distributor Partners - particularly in the education, need for excellence in execution and portfolio performance review with Distributor Partners, Field Sales staff and Commercial Teams

Required Experience & Education

  • College/University (Bachelors or Equivalent) qualification

  • Min 8 years’ experience in a combination of consumer/trade marketing; FMCG/ Luxury/ related fields

  • Experience with Digital Media & E-Commerce

  • Proven track record of building brands/ portfolio(s)

  • Natural collaborator & cross functional leader

  • Fluency in Japanese and English

  • Organized, self-motivated with initiative to work autonomously

  • Strong project management skills, time management and ability to work with tight deadlines

  • Excellent communication skills

  • Ability to synthesize and analyze insights and information from a range of sources and translate into commercial strategy and tactics at Brand and Market level