Brand Manager

Role & Company Overview

Our closest family is Carlsberg Malaysia, which owns 100% of Carlsberg Singapore and supplies 71% of the beers that we proudly offer in the local market. Since our establishment in 1985, we've grown to become a leading player in Singapore's beer industry, fueled by a vibrant portfolio that includes Carlsberg, 1664 Blanc, Connor's, Somersby, and Sapporo.

We are a hybrid structure, the best of both worlds. As part of a global group, we benefit from strong foundations, a world-class portfolio, holistic learning, and career mobility. As a lean, agile, and closely knitted team in Singapore, we act fast, think creatively, and collaborate with a true team and family spirit. It's a place where you can make a real impact and enjoy the ride while doing it.

We're looking for a passionate and commercially driven Brand Marketing Manager to join our team. In this role, you will lead the development and execution of integrated marketing initiatives that strengthen brand awareness, deepen consumer engagement, and drive business growth.

Working closely with cross-functional teams and external partners, you will contribute to the overall marketing strategy while owning key campaigns and projects from concept to execution. This role offers the opportunity to shape the success of our brands through data-driven insights, creative thinking, and impactful marketing execution.

What you'll be doing

• Develop and implement marketing strategies to meet established sales or market shares target.
• Responsible for leading, developing and implementing: the brand strategy, market research, communication strategy, media planning and promotion strategy.
• Responsible for driving marketing development and campaign, brand's GBC, A&P budgeting, brand share growth, volume growth and all key brand health tracking indicators.
• Responsible for brand communications that cover ATL national campaigns and new brand visual IDs developed by HQ for local through-the-line development and channel visibility.
• Responsible for key relations with ATL, Media, Digital and PR agencies, external media partners, Carlsberg Asia Regional office and key internal stakeholders within organization.
• Main ATL focus is on Print, TV, Cinema, Radio, Outdoor, and Digital.
• Research and analyze the marketplace and target consumer to proactively respond to changing customer demands, market trends and gain insights on the consumer.
• Manage day-to-day activities associated with all marketing efforts, including project management, creative development, cross-functional implementation, campaign tracking and reporting as necessary as related to brand development and performance.
• Work closely with Channel Marketing and Sales teams to drive integration and execution of plans.
• Be the brand advocate through promoting and educating the internal audience on the brand initiatives, programs, values, attributes, etc.
• Any other marketing-related activities requiring support.

What we're looking for

• Strong commercial acumen with the ability to translate consumer and market insights into impactful brand strategies.
• A strategic mindset with experience developing and executing integrated marketing campaigns that drive brand equity and business growth.
• Excellent stakeholder management and communication skills, with the ability to collaborate effectively across cross-functional teams and external partners.
• A creative, agile, and results-oriented approach, with the confidence to challenge the status quo and continuously seek innovative solutions.
• A passion for understanding consumer behaviour and delivering exceptional brand experiences across multiple touchpoints.

What you can expect

At Carlsberg Singapore, you'll join an organisation that invests in your growth and empowers you to make a meaningful impact.

As part of our Marketing team, you'll have the opportunity to shape the future of our premium brand portfolio, bringing brands to life through innovative campaigns, compelling consumer experiences, and strategic partnerships.

Working in a lean and agile organisation, you'll enjoy a high level of ownership, collaborate closely with regional and global stakeholders, and see your ideas translate into real business impact. We foster a culture built on collaboration, creativity, continuous learning, and a shared ambition to win together.

If you're passionate about premium brands, consumer marketing, and delivering outstanding business results, this is your opportunity to take your career to the next level.

Requirements:

• Bachelor's Degree in Marketing / Comms / Business Administration
• 5 – 8 years of relevant marketing or brand marketing experience, preferably in FMCG or a multinational environment
• Proven experience managing premium or lifestyle brands and delivering integrated marketing campaigns.
• Strong understanding of brand strategy, consumer insights, digital marketing, media planning, and campaign execution.
• Experience managing marketing budgets, analysing campaign performance, and driving commercial outcomes.
• Excellent communication, presentation, and stakeholder management skills.
• Strong analytical mindset with the ability to translate data into actionable business insights.
• Proficiency in Microsoft Office applications; experience with Nielsen, Kantar, or other marketing analytics tools is an advantage.