Why This Role Matters
As the regional Brand Marketing Manager for Watsons Own Brand, you will play a key role in growing brand awareness, strengthening customer engagement, and driving a consistent brand experience across Asia. Through a customer-focused mindset and our O+O (Offline + Online) business model, you will help make Watsons Own Brand the preferred choice for customers across every touchpoint.
What You’ll Be Doing
- Translate brand strategy into clear messaging, communication frameworks, and execution guidelines across markets.
- Safeguard brand consistency across packaging, retail POS, digital, social, and campaign assets.
- Own and manage the regional content calendar, aligning launches, campaigns, and seasonal opportunities.
- Develop social-first content pillars, storytelling approaches, and customer-focused engagement strategies.
- Lead the creation of marketing toolkits, digital content, retail materials, and in-store displays.
- Partner with agencies and cross-functional teams to deliver impactful creative assets across online and offline channels.
- Leverage AI tools to enhance content creation, asset development, creative ideation, and productivity.
- Work collaboratively with Product Development, markets, and agency partners to deliver integrated campaigns.
- Support markets with best practices, communication plans, and content toolkits to maximize performance.
- Apply a scientific and data-driven approach by analyzing market trends, customer insights, competitor activity, and CRM data.
- Manage marketing budgets effectively to optimize resources and return on investment.
- Lead, coach, and develop team members to build capability and deliver business objectives.
What You’ll Bring
- Strong expertise in brand marketing within FMCG, eCommerce, retail, or regional business environments.
- Solid understanding of brand building, consumer behavior, and end-to-end marketing principles.
- Experience managing social content ecosystems, content calendars, and integrated campaigns.
- Strong interest in and practical application of AI tools for content creation, ideation, and productivity.
- Knowledge of digital marketing channels, including content marketing, SEO, and SEM.
- Experience with analytics and digital platforms, with exposure to UX/UI projects, Google Analytics, WordPress, or similar tools being an advantage.
- Customer-focused mindset with an understanding of O+O (Offline + Online) customer journeys.
- Collaborative approach with the ability to influence and work effectively across teams and markets.
- Strong project management skills with the ability to balance multiple priorities.
- Analytical and curious mindset, using data and insights to drive decision-making and continuous improvement.
- Strong communication skills in English; Chinese language capability is an advantage.
How You Will Make An Impact
- Strengthen the visibility and reputation of Watsons Own Brand across Asia.
- Deliver consistent and engaging brand experiences across digital and physical channels.
- Increase customer awareness, engagement, and consideration through meaningful content and campaigns.
- Drive business growth through collaboration, innovation, and data-driven marketing decisions.
- Enhance marketing effectiveness by leveraging AI-enabled tools and modern content practices.
- Develop high-performing teams and partnerships that support long-term brand success.
We are an equal opportunity employer and welcome applications from all qualified candidates. The information provided will be treated in strict confidence and be used only for consideration of your application for relevant/ similar posts within the AS Watson Group.
