Regional Brand Manager - Southeast Asia – Dog

Job Description

Job Description:

Job Purpose

The Regional Brand Manager is the end-to-end owner of brand portfolio growth across multiple SEA markets. This role blends strategic clarity, flawless execution, deep consumer empathy, and commercial sharpness. The Brand Manager shapes the brand’s trajectory—translating global strategy into locally resonant choices, creating demand with pet parents, and orchestrating cross-functional partners to deliver results.

The role is a part of the Dog portfolio marketing team, which leads iconic brands like Pedigree ® and Cesar ® which are leading brands across Southeast Asia.

What You’ll Do

This role acts like a central hub to sales, trade marketing, innovation, finance. Tracks progress of the brand vs Annual Plan (AEP) every period. Raises the issue as they see fit to the General Manager, to ensure the brand delivers on AEP. They need to be proactive, have presence and be willing to move across functions and hierarchies to deliver on brand plans. They must be the bridge across functions and a single point of contact across any number of issues for the brand, its pet parents and its business.

Key Responsibilities

1. Brand Strategy & Portfolio Leadership

• Localise global brand strategies into SEA-specific plans that delivers on growth, penetration, premiumisation, and affordability objectives
• Lead the annual brand planning process across markets, ensuring clear objectives, sharp priorities, and aligned brand narratives.
• Drive portfolio management, pack/price architecture, renovation, and NPD recommendations to win in multi-channel landscapes.

2. Consumer & Market Insight

• Be the organisation’s voice of the pet parent—grounding decisions in deep insight, trends, and competitive intelligence.
• Partner with CMI to identify breakthrough growth spaces, behavioural barriers, and channel-specific opportunities.
• Build a culture of test-and-learn, rapidly validating consumer ideas across markets.

3. Integrated Communication & Creative Excellence

• Own brand storytelling across the region—crafting campaigns that are culturally relevant, digitally powerful, and insight-led.
• Partner closely with Media, Digital, and Agency teams to build full-funnel communication that drives salience, conversion, and loyalty.
• Ensure clear brand codification and distinctive brand assets are consistently applied across all SEA markets.

4. Commercial Partnership & P&L Contribution

• Translate brand plans into sharp commercial choices with Category, C.Com, and Sales teams (media, activation, investment, SRM).
• Shape the demand plan and support portfolio choices that improve MAC, GMAC, and overall P&L health.
• Evaluate brand performance through data-driven learning cycles to adjust priorities and improve ROI
• Carefully study (along with sales and SDL), what’s working in various markets and channels, and what is not. Formulate a success model and ensure, it travels across as learning
• Carefully study, competition that is winning, across channels and price partitions and revert with changes that we need to make to win.

5. Multi-Market Leadership & Stakeholder Influence

• Act as the integrator across markets: ensuring alignment, codifying best practices, and uplifting capability across marketing teams.
• Influence local GMs, E-Commerce leaders, and cross-functional partners to land brand choices with speed and consistency.
• Build strong relationships with Global Brand Teams to ensure SEA needs are visible, resourced, and reflected in global workstreams.

6. Governance, Compliance & Principle-Led Leadership

• Uphold Mars’ Five Principles—ensuring responsible marketing, product claims governance, digital safety, and regulatory alignment.
• Champion the High-Performing Culture mindset across the region through clarity, prioritisation, and disciplined follow-through.