Regional Brand Manager

A leading personal care brand with over a century of heritage is seeking a Regional Brand Manager to join their marketing team in Singapore. This role offers the unique opportunity to drive the presence of an iconic grooming brand across Hong Kong, Singapore, and Malaysia.

What you'll do:

As Regional Brand Manager based in Singapore, your day-to-day responsibilities will centre around driving strategic marketing initiatives across multiple Asian markets. You will work closely with the Head of Marketing to translate global objectives into actionable plans tailored for Hong Kong, Singapore, and Malaysia. Your role involves leading campaign localisation efforts—adapting global assets into engaging content that resonates with local audiences on TV, digital platforms, social media, influencers, and more. You’ll conduct deep dives into consumer behaviour to uncover insights that inform campaign relevance. Integrated marketing plans will be your domain; you’ll develop strategies that span awareness through education to sales uplift. Budget management is key—you’ll monitor allocations per market to maximise impact. Regulatory compliance will be paramount as you safeguard all communications against local standards while maintaining scientific integrity. Collaboration is at the heart of this role; you’ll coordinate daily with creative agencies as well as internal teams spanning Global Marketing through R&D. Supporting broader regional projects will further expand your exposure. Success in this position means consistently delivering campaigns that build lasting brand equity while fostering a collaborative spirit within a multicultural team.

• Drive the brand’s strategy across Hong Kong, Singapore, and Malaysia by translating global objectives into tailored market roadmaps that foster both immediate awareness and sustainable brand equity.
• Lead the localisation and development of campaigns by collaborating with creative and media partners to adapt global assets into culturally relevant content suitable for diverse media platforms including TV, digital, social, influencer channels.
• Conduct consumer understanding efforts by identifying behavioural drivers, grooming concerns, and media habits across HK & SEA to uncover shared insights that enhance campaign relevance and efficiency.
• Steer integrated marketing plans by developing full-funnel activation strategies designed to drive awareness, education, and sales uplift while maintaining consistency with the brand’s positioning across varied media environments.
• Manage brand budgets and support media planning by monitoring annual allocations per market to ensure effective investment distribution and maintain agreed ratios for optimal campaign impact.
• Safeguard all brand communication by ensuring materials meet local regulatory standards as well as align with scientific claims, tone of voice, and visual identity across all markets and channels.
• Collaborate daily with external agencies and internal cross-functional teams including Global Marketing, Sales, Regulatory Affairs, and R&D to ensure seamless campaign execution and consistent brand alignment.
• Support regional marketing projects by assisting the Head of Marketing on cross-market initiatives such as those involving Taiwan or Japan when required.
• Monitor campaign performance metrics to evaluate effectiveness and provide actionable recommendations for continuous improvement.
• Champion knowledge sharing within the team by documenting learnings from each market activation to inform future strategies.

What you bring:

Your proven experience in B2C marketing within FMCG or personal care sectors equips you perfectly for the Regional Brand Manager role. You bring hands-on expertise in executing campaigns across mass media channels—TV through digital—and are adept at collaborating with creative agencies to adapt assets for local relevance. Your structured approach enables you to analyse consumer behaviour deeply; you turn these insights into actionable recommendations that drive campaign success. Attention to detail is second nature—especially when navigating complex regulatory requirements or scientific claims. Commercial acumen allows you to manage budgets efficiently linking every activity back to business results. Communication skills are vital; you thrive in multicultural settings building trustful relationships across cross-functional teams. Fluency in English and Mandarin ensures seamless interaction throughout Asian markets. Your willingness to support regional projects demonstrates flexibility while your ability to share learnings fosters communal growth within the team.

• 2–5 years’ experience in B2C marketing ideally within FMCG, consumer health, beauty or personal care sectors; experience with male-targeted brands or grooming categories is advantageous but not essential.
• Currently holding an Assistant Brand Manager or Brand Executive (or equivalent) position with readiness to step up into broader regional responsibility.
• Proven expertise in marketing communications and campaign execution including ATL/mass media channels such as TV, online video, display advertising, outdoor or radio; comfortable working with creative/media agencies adapting assets and managing timelines.
• Structured insight-led mindset capable of turning consumer behaviour analysis into clear actionable recommendations for HK & SEA markets.
• Exceptional attention to detail especially when adhering to global brand guidelines scientific claims regulatory requirements ensuring consistency across all touchpoints.
• Commercial acumen demonstrated by ability to follow budget frameworks track spends understand how brand activity links directly to business outcomes.
• Clear proactive communicator who thrives in multicultural cross-functional environments building strong inter-personal relationships across teams.
• Fluency in English and Mandarin both spoken and written enabling effective communication with Mandarin speaking stakeholders across diverse markets in developing marketing artwork and communication assets.
• Ability to collaborate effectively with external agencies internal stakeholders including Global Marketing Sales Regulatory Affairs R&D ensuring seamless execution alignment.
• Comfortable supporting regional projects learning from cross-market initiatives contributing insights for continuous improvement.

What sets this company apart:

This organisation stands out as one of Germany’s most iconic personal care brands with over 120 years of history rooted in scientific innovation. Their challenger mindset has led them to pioneer category-defining products like caffeine shampoo while sparking global conversations about men’s grooming solutions. Operating independently outside multinational giants they embrace boldness creativity fresh perspectives—constantly pushing boundaries where others play it safe. The company’s multicultural team fosters open collaboration valuing every member’s input regardless of background or experience level. Employees benefit from a strong performance culture long-term vision generous opportunities for personal/professional growth—all within an environment where questioning the status quo is encouraged rather than discouraged. Joining this team means becoming part of a legacy built on groundbreaking solutions innovative products unwavering commitment to excellence—a place where your contributions truly matter.

What's next:

If you’re ready to shape the future of an iconic men’s grooming brand across Asia apply now!

Apply today by clicking on the link provided.

Do note that we will only be in touch if your application is shortlisted.
Robert Walters (Singapore) Pte Ltd
ROC No.: 199706961E | EA Licence No.: 03C5451
EA Registration No.: R23116145 Jeon Chan