REGIONAL BRAND MANAGER, OTC

Summary The Regional Brand Manager (APAC) for OTC is the strategic architect of growth for the assigned crown jewel brands across the ASEAN region and the Philippines. Reporting directly to the Division VP for Regional Marketing, the Regional Brand Manager (RBM) will lead end-to-end brand strategy, harmonizing brand identity across diverse markets while optimizing the product portfolio for sustainable, long-term growth.

Strategic Pillars of Impact

• Brand Stewardship & Regional Identity: The RBM will define and enforce a unified brand identity, ensuring a consistent and powerful presence across the region. This includes owning strategic plans that build long-term brand strength, sustainable market competitiveness, and consumer relevance.
• Regional-to-Local Orchestration: The RBM will develop "hero" regional campaigns and comprehensive toolkits designed for country-level localization. The RBM is the guardian of the regional marketing mix, providing strategic inputs to ensure local initiatives align with the broader regional vision.
• Insights-Driven Strategy: In partnership with the Consumer Insights & Foresights team, the RBM will translate internal & external data, market research and brand tracking into actionable decisions that refine or build brand strategies.
• Business Intelligence & Analysis: The RBM will serve as the regional subject matter expert, tracking performance across markets and conducting regular marketing plan consultations with country leads. The RBM will turn market dynamics and competitive intelligence into the strategic guidance needed to improve brand health and market share.
• Brand Portfolio Innovation: Working with the Innovations team, the RBM will establish a high-impact product roadmap that ensures the brand remains relevant in a changing landscape, while ensuring sustainable brand profitability.
• Cross-Functional Collaboration: The RBM will continuously build strategic alignments with various cross-functional teams, such as portfolio strategy & innovations, finance, regulatory, and country marketing teams to build & execute brand plans, accelerate growth, and share best practices.

What Success Looks Like (KPIs)

• Brand Harmonization: Strengthen regional brand identity across markets.
• Business Impact: Support regional brand demand and market share growth.
• Brand Health: Reinforce healthy brand awareness & affinity, and drive effective campaign performance.
• Portfolio Strength: Optimize brand portfolio with a sustainable brand roadmap.

The Ideal Profile

• Experience: 10+ years of professional experience, with at least 5 years dedicated to brand marketing.
• Industry Edge: Exposure to global or regional marketing within multinational consumer health or consumer goods is a plus.
• Attributes: Demonstrates high learning and operational agility; Self-driven while remaining a collaborative team player.
• Education: A degree in Business, Marketing, or a related field.