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Brand Strategy & Planning

• Develop annual brand plans for assigned Powdered segment brands, aligned with BU and Group strategic direction.
• Translate segment growth opportunities into clear brand objectives, target consumer choices, occasion priorities and communication platforms.
• Support portfolio review for the Powdered segment, including SKU roles, pack-price architecture, rationalisation opportunities and innovation needs.
• Identify key consumer and shopper opportunities across Yangon, Mandalay and upcountry markets.
• Work with Trade Marketing and Sales to define practical channel-pack priorities for GT, MT, CVS and other relevant channels.

Brand Building & Consumer Communication

• Lead end-to-end campaign execution across ATL, BTL, digital, OOH, POSM, sampling and in-store activation.
• Develop clear creative briefs for assigned brands and manage creative, media, digital and activation agencies.
• Ensure all brand assets, packaging, POSM, OOH and digital content are consistent with brand guidelines and consumer positioning.
• Build stronger consumer understanding of nutrition benefits, functional claims, product relevance and usage occasions.
• Track brand health indicators such as awareness, trial, repeat, preference, equity associations and consumer feedback, then recommend corrective actions.

Commercial & A&P Management

• Own assigned brand performance tracking, including volume, NSR, market share, distribution, offtake and gross margin indicators where available.
• Manage assigned A&P budgets, including campaign allocation, monthly tracking, phasing and ROI review.
• Partner with Sales and Trade Marketing to develop consumer promotions, shopper activation and channel-specific investment priorities.
• Participate in monthly brand and business reviews with clear diagnosis of what is working, what is not working and what needs to change.
• Ensure marketing activities are commercially grounded and linked to volume growth, distribution expansion, trial generation and repeat purchase.

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  Innovation & Insights

• Support consumer research for assigned brands, including concept testing, product testing, usage & attitude studies and post-launch evaluation.
• Develop innovation and renovation briefs based on consumer needs, functional benefit spaces, taste expectations, price points and channel realities.
• Work with R&D, Supply Chain, Finance and Sales to move NPD projects from concept to launch.
• Translate consumer insights into clear implications for product, pack, price, communication and activation.
• Monitor competitive activity in respective segments.

Execution Discipline

• Convert brand strategy into clear execution toolkits for Sales, Trade Marketing, distributors, agencies and field teams.
• Ensure POSM, launch toolkits, sampling plans, OOH, retail visibility and digital assets are execution-ready.
• Conduct regular market visits to assess visibility, pricing, distribution, competitor activity and activation quality.
• Identify execution gaps and work cross-functionally to correct them quickly.
• Maintain a strong test-and-learn mindset while ensuring brand discipline and consistency.

People & Cross-functional Leadership

• Guide and coach junior marketers or agency partners supporting assigned brands.
• Build strong working relationships with Sales, Trade Marketing, R&D, Finance, Supply Chain, Procurement and external agencies.
• Influence stakeholders through clear thinking, commercial logic and practical recommendations.
• Contribute to the development of stronger marketing capability, discipline and standards within the BU.

• 7–10 years of progressive FMCG marketing experience, preferably in Powdered beverages, nutrition, dairy, malt milk, juice, functional drinks, personal care or consumer health-related categories.
• Strong understanding of Myanmar consumer behaviour, GT-heavy retail structure, fragmented distribution and local media landscape.
• Experience managing at least one full brand or significant brand workstream from planning to execution.
• Experience in campaign development, agency management, product launches and in-market activation. Exposure to NPD, renovation, research and consumer insight work is strongly preferred.