Marketing Lead, Supplement

Role Purpose

The Marketing Lead is a hybrid Brand Manager and Product Manager who owns the overall branding of LIVMORE, a longevity supplement brand. The role sets brand direction and positioning, manages the product portfolio from consumer insight to launch, and leads a Graphic Designer and a Content Planner to deliver consistent, high-impact brand communication across all channels.

Key Responsibilities:
Brand Strategy & Overall Branding

·  Own the brand strategy: brand purpose, positioning, target consumer, brand personality and key messages.

·  Build and maintain brand guidelines (CI, tone of voice, visual identity, packaging standards) and keep every touchpoint consistent: e-commerce stores, social media, LINE OA, packaging and offline materials.

·  Develop the annual brand plan and marketing calendar aligned with commercial targets.

·  Track brand health: awareness, consideration, sentiment, share of voice and reviews.

·  Manage the marketing (A&P) budget and measure return on brand investment.

Product Management & Portfolio

·  Own the product portfolio and roadmap: hero products, line extensions, new product development (NPD) and SKU rationalization.

·  Generate consumer and market insights through research, reviews, social listening and competitor analysis.

·  Lead NPD from concept to launch: product brief, benefit claims (with R&D/regulatory), packaging, pricing input and go-to-market plan.

·  Write product positioning, claims and selling stories for each SKU; ensure claims comply with Thai FDA regulations.

·  Run product launch plans with the eCom Lead and review post-launch performance.

Content & Creative Leadership

·  Set the content strategy and content pillars for each channel (TikTok, Facebook, Instagram, LINE OA, marketplace stores).

·  Brief, review and approve all creative output: key visuals, product page imagery, social content, video and packaging artwork.

·  Plan integrated campaigns (brand campaigns, product launches, platform mega-sale creative) with clear objectives and KPIs.

·  Manage KOL/KOC and influencer programs, and work with external agencies or production houses where needed.

Team Leadership

·  Lead, coach and develop the Graphic Designer and Content Planner; set goals, priorities and workflow.

·  Establish a creative process: briefing templates, review and approval steps, and a content production calendar.

·  Balance team capacity between brand projects and commercial campaign needs.

Cross-functional Collaboration

·  eCom Lead: campaign creative, product page content, bundles and promotions that stay on-brand.

·  R&D, suppliers, regulatory, supply chain and finance: product development and launches.

·  Present brand and product plans and results to the Senior Commercial Manager.

Key Performance Indicators

·  Brand awareness, engagement and share of voice

·  Follower and community growth; LINE OA friends and engagement

·  Content performance (reach, engagement rate, view-through, CTR)

·  New product launch success (sales vs target, time-to-market)

·  Product rating and review score on marketplaces

·  A&P budget vs plan and marketing ROI

·  Brand consistency / guideline compliance across channels

·  Team delivery on time and creative quality

Qualifications & Experience

Must have

·  Bachelor’s degree in Marketing, Communication, Business or related field; MBA is a plus.

·  At least 5–7 years of brand management or product marketing experience in FMCG.

·  Experience owning a brand or product line end-to-end, including at least one new product launch.

·  Strong understanding of digital and social marketing, especially TikTok, Facebook/Instagram and e-commerce content.

·  At least 2 years of people management or leading creative/content teams.

Nice to have

·  Experience in supplement, health or wellness categories and knowledge of Thai FDA advertising rules.

·  Experience working with KOL/KOC and agencies.

·  Experience in a growing brand or startup environment.

Skills & Competencies

·  Strong consumer insight and strategic thinking.

·  Excellent creative judgment and storytelling.

·  Data-literate: able to read content and campaign performance.

·  Leadership, coaching and clear communication.

·  Good command of Thai and English (written and spoken).