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Position Overview
The Brand Manager leads the development and execution of marketing and communications that strengthen EXERA’s brand and drive business growth in Myanmar. The role carries a dual mandate. First, commercial brand: positioning EXERA as a trusted, international-standard provider of single, multi and integrated security and risk-management services to B2B and institutional buyers, including corporates, NGOs, embassies and international organizations. Second, employer brand: positioning EXERA as an employer of choice to its recruitment market and to its own workforce, in direct support of workforce stability and retention.
Acting as the architect of the marketing strategy, the Brand Manager translates the EXERA FY27 strategic plan into brand, content, campaign and communication plans across external and internal audiences. The role is the central orchestrator across marketing, recruitment communication and internal communication, keeping messaging, creative and channels aligned, credible and performance-driven. Success requires a strong grasp of Myanmar’s business and labour environment, stakeholder expectations and risk landscape, the ability to turn complex services into clear communications, and command of digital platforms, content performance and emerging tools, including AI. Burmese fluency is required for field-level and workforce communication.
Marketing Strategy & Planning
- Lead the development of annual, quarterly and monthly marketing and communication plans aligned with the EXERA FY27 strategic plan, its objectives and revenue targets.
- Define campaign objectives, value propositions and integrated communication strategies across digital and offline channels, for both commercial and employer-brand audiences.
- Work with operations, commercial, recruitment and HR to keep strategies actionable, aligned and measurable.
- Maintain a structured campaign calendar aligned with business priorities, client acquisition cycles, recruitment cycles and key market opportunities.
Brand Strategy, Messaging & Channel Strategy
- Lead brand strategies that position EXERA as a trusted, international-standard provider of single, multi and integrated security and risk-management services.
- Keep brand voice, tone and visual identity consistent across all touchpoints, including proposals, reports, digital platforms and corporate communications.
- Tailor messaging for key audiences (B2B clients, NGOs, embassies, corporate stakeholders), aligned with market insight and client need.
- Market EXERA’s certifications and full regulatory compliance (ISO 9001, ISO 18788, ANSI/ASIS PSC.1, ICoCA, Child Safeguarding) as a commercial advantage and a barrier to low-cost, non-compliant competitors.
- Define and manage the optimal mix of owned, earned and paid channels to maximise brand visibility and credibility.
- Develop communication frameworks to manage brand reputation, including proactive and reactive messaging for sensitive or crisis situations.
Employer Brand & Recruitment Marketing
- Build and run EXERA’s employer brand to the frontline recruitment market, positioning EXERA as an employer of choice in a tight and shrinking labour market.
- Translate the Employee Value Proposition into recruitment campaigns: competitive take-home pay through allowances, reliable on-time pay, improved working conditions and supervision, safety, full labour-rights compliance, and a clear officer to Guard Commander to supervisor career path.
- Partner with the Recruitment Manager and HR on candidate-facing messaging, channels and creative by territory, to raise application volume and quality and lower cost per hire.
- Support the recruitment quality gate by attracting better-matched candidates, contributing to lower 90-day attrition.
- Build EXERA’s presence on the channels the recruitment market actually uses, and measure what converts.
Internal & Workforce Communications
- Own continuous, Burmese-language, site-level communication of the EVP, recognition and career path to the Security Officer workforce, in direct support of retention.
- Make the funded improvements (allowances, COLA pilot, on-time pay, supervision, safety) visible and understood by the people they are for.
- Support the Guard Commander career path and recognition moments with clear, repeatable internal campaigns.
- Work with Operations and HR so internal messaging reaches the field, not only the office.
Risk & Analytics Go-to-Market & Vanguard Positioning
- Lead the refreshed go-to-market narrative for Risk & Analytics, whose constraint is revenue, not quality or client satisfaction.
- Develop segment messaging for new buyer groups, including insurers, banks, law firms, risk consultancies, diplomatic missions and shipping companies.
- Position EXERA’s ground-truth verification, native analyst network and the Vanguard dataset as a differentiated, long-term proprietary asset.
- Support a B2B2C model and alternative revenue approaches (data licensing, API access, white-label content, retainer-based analyst access), working with the Head of R&A and Head of Commercial.
- Run a structured thought-leadership programme (risk insight, expert commentary, case studies) on LinkedIn and industry channels, to defend renewals and win net-new subscriptions.
Content Quality & Execution Oversight
- Oversee high-quality, insight-driven content that reinforces EXERA’s expertise and credibility (thought leadership, risk insight, case studies).
- Turn the services catalogue and the EPRAFT risk methodology into clear, structured, buyer-facing collateral.
- Review content briefs, reports and marketing materials for alignment with strategic messaging and brand standards.
- Drive innovation in content formats, including video, expert commentary and digital storytelling for LinkedIn and industry channels.
- Promote effective use of AI and digital tools to improve content production efficiency while holding quality and consistency.
Internal Coordination & Delivery Assurance
- Act as the central coordinator for marketing and communication execution across internal stakeholders and functions.
- Lead integrated campaign execution across digital, offline and relationship-driven channels, keeping messaging and delivery consistent.
- Work closely with commercial, operations, recruitment and HR to align initiatives with client need, service offering and workforce priorities.
- Review and approve key campaign deliverables for alignment with brand standards and business objectives.
Performance Monitoring & Optimization
- Own and track marketing KPIs across both mandates.
- Commercial: brand awareness, engagement, lead generation and contribution to revenue growth, including R&A renewals and net-new subscriptions.
- Employer brand and recruitment: application volume and quality, cost per hire, source effectiveness, and contribution to the 90-day attrition target.
- Use analytics tools (web analytics, CRM, social insight) to evaluate performance and optimise campaigns.
- Work with commercial, recruitment and operations to refine messaging and improve conversion and cost efficiency.
Market & Client Insight Integration
- Monitor market trends, competitor positioning and developments in Myanmar’s security, risk and labour landscape.
- Gather and apply client and candidate insight to refine positioning, messaging and service communication.
- Support targeted initiatives based on industry segments, client profiles and recruitment territories.