Job Openings Brand Manager, Alcoholic Beverage

About the job Brand Manager, Alcoholic Beverage

About the Company

Our client is a well-established and highly recognized player in the consumer goods space, with a strong footprint in Thailand and a growing presence across international markets. Their portfolio includes iconic, legacy-driven brands supported by large-scale commercial operations and nationwide distribution networks.

This is an opportunity to work on one of the most visible and competitive categories in the market, where brand, commercial execution, and on-the-ground activation must work seamlessly together.

The Role

This role sits within a sizable marketing organization and takes ownership of a core brand within the company's flagship portfolio.

You will be responsible for shaping brand strategy while ensuring execution translates into real commercial impact across a highly complex and competitive market environment.

This is not a purely communication-led marketing role. Success requires strong ownership, cross-functional influence, and the ability to operate close to the market.

Key Responsibilities

Brand Strategy & Planning

  • Develop and execute annual brand plans aligned with business targets and long-term positioning
  • Translate brand strategy into actionable initiatives across multiple channels
  • Drive brand equity, visibility, and consumer engagement
  • Integrated Marketing Execution
  • Lead 360° campaigns across digital, social, influencer, and offline channels
  • Partner with agencies to deliver consistent and compelling storytelling
  • Continuously evolve content and communication strategies based on market trends

Commercial & Channel Alignment

  • Work closely with commercial and sales teams to ensure strong in-market execution
  • Support initiatives that drive conversion, not just awareness
  • Monitor pricing, promotions, and channel dynamics to maintain competitiveness

Market & Consumer Insight

  • Conduct ongoing analysis of consumer behavior, competitors, and market shifts
  • Translate insights into actionable strategies and campaigns
  • Stay close to market realities through regular field visits

Performance & Budget Management

  • Own brand-level performance metrics, including ROI and campaign effectiveness
  • Manage A&P budgets and ensure efficient allocation of resources
  • Provide post-campaign analysis and continuous optimization

What Success Looks Like (12 Months)

  • Strong execution of brand plans with clear commercial impact
  • Improved brand performance across key metrics (volume, share, visibility)
  • Effective collaboration with internal stakeholders and external partners
  • Ability to navigate complexity and deliver results in a fast-paced environment

Ideal Candidate Profile

Experience

  • 7–12 years in marketing, brand management, or commercial roles
  • Background in FMCG or consumer-driven industries preferred
  • Experience managing high-volume or highly competitive categories is a strong advantage

Capabilities

  • Strong ownership mindset with a focus on results
  • Ability to operate both strategically and hands-on
  • Comfortable working cross-functionally with sales, trade, and operations
  • Strong analytical thinking and decision-making skills

Personal Attributes

  • Resilient and adaptable in dynamic environments
  • High level of accountability and follow-through
  • Able to influence stakeholders across different functions and seniority levels
  • Strong communication skills in both Thai and English

Additional Considerations

  • Regular travel within Thailand is required
  • Exposure to fast-moving, high-pressure environments is beneficial
  • Candidates should be comfortable engaging both internally and externally in a brand-facing capacity

Why This Role Is Interesting

  • Opportunity to work on a high-impact, nationally recognized brand
  • Exposure to large-scale operations and complex market dynamics
  • Strong visibility within the organization and clear growth potential
  • A role that combines strategy, execution, and real business impact

How TalentUp Wants To Help You

At TalentUp Consulting, we focus on helping you make the right move, not just the next move.

  • We provide full transparency on role expectations and environment
  • We support you in positioning your experience effectively
  • We help you prepare for interviews with clear, structured guidance
  • We stay with you throughout the process, from first discussion to final offer

Application

If this sounds aligned with your experience and ambitions, feel free to apply or reach out for a confidential discussion.