Marketing & Brand Strategy Manager

2. Key Responsibilities

A. Brand Strategy & Development

• Develop and execute the annual brand and marketing strategy for Cap Kunci.
• Strengthen brand positioning, brand identity and brand differentiation.
• Develop clear brand propositions and communication platforms for different consumer segments.
• Identify opportunities to elevate the brand through packaging, product presentation, storytelling and consumer experience.
• Ensure consistent application of the Cap Kunci brand across all channels.

B. Consumer & Market Understanding

• Monitor Malaysian consumer behaviour, food trends and market developments.
• Understand competitor activities, pricing, positioning and promotional strategies.
• Identify consumer insights and translate them into actionable marketing strategies.
• Develop appropriate strategies for different consumer segments and market channels.

C. Marketing Campaigns & Activation

• Lead integrated marketing campaigns across offline and digital channels.
• Develop campaigns that build awareness, consideration, trial and repeat purchase.
• Lead brand activations, sampling, exhibitions, events, trade activities and consumer engagement.
• Work closely with Digital Marketing to strengthen Cap Kunci's online presence.
• Manage agencies, consultants, KOLs/influencers and other external partners where required.

D. Commercial & Sales Support

• Work closely with Sales to develop marketing strategies that support business objectives.
• Develop marketing initiatives for priority products and key channels.
• Analyse campaign performance and sales impact.
• Ensure marketing expenditure delivers measurable ROI.
• Support new product launches and product portfolio development.

E. Team Leadership

• Lead, coach and develop the Marketing & Branding team.
• Set clear objectives, KPIs and priorities for team members.
• Improve the team's strategic thinking and execution capability.
• Establish a structured annual marketing calendar and campaign planning process.
• Ensure timely execution and reporting of marketing activities.

F. Budget & Performance

• Develop and manage the annual marketing budget.
• Monitor marketing spending and campaign effectiveness.
• Prepare monthly/quarterly marketing performance reports.
• Present marketing strategies, results and recommendations to Managem

G. Market Intelligence & Analysis

• Conduct market research and analyse consumer behaviour, market trends, competitor activities, pricing and product movements.
• Identify market gaps, emerging trends and potential business opportunities.
• Collect and analyse data from sales, retailers, competitors, consumer feedback and market activities.
• Translate market findings into clear management reports, insights and actionable recommendations.
• Prepare monthly/quarterly market intelligence reports for CEO and Management.
• Monitor competitors' products, pricing, promotions, packaging, positioning and marketing strategies.

H. CEO / Management Reporting

• Report directly to the CEO on brand, market and marketing performance.
• Prepare concise and meaningful management reports, not merely activity reports.
• Present key findings, trends, risks and opportunities to Management.
• Convert complex market information into clear insights and recommended actions.
• Provide strategic recommendations to support Management's decision-making.

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3. Candidate Requirements

Education

• Bachelor's Degree in Marketing, Business, Communications, Branding or related field.

Experience

• Minimum 5–8 years of relevant marketing experience.
• Experience in FMCG, food & beverage, food manufacturing, consumer goods or retail is strongly preferred.
• Proven experience in brand management or brand development.
• Experience managing marketing campaigns from strategy through execution.
• Experience managing marketing budgets and measuring campaign performance.
• Experience managing and developing a marketing team.

Market Knowledge

Candidate should demonstrate strong understanding of:

• Malaysian consumer behaviour
• FMCG/food market
• Modern trade and traditional trade
• Retail environment
• Malaysian food culture and consumer trends
• Competitor and market positioning
• Digital and offline consumer engagement

Skills

• Brand strategy
• Consumer insights
• Marketing planning
• Campaign management
• Trade/retail marketing
• Digital marketing
• Content and storytelling
• Market analysis
• Budget management
• ROI analysis
• Presentation and communication
• Team leadership

Advantage

• Experience with Malaysian food brands.
• Experience in brand repositioning/rebranding.
• Experience launching new products.
• Experience working with retailers/hypermarkets.
• Experience with halal/FMCG brands.
• Language Skills: Malay, English, and Mandarin.