Brand Manager

About the Role (B2B & B2C Marketing)

Reporting to the Head of Marketing, the Brand Manager spearheads the strategic and operational management of five key furniture brands across global and regional markets. This role demands a blend of strategic vision with practical execution, requiring independence and a drive to grow brand presence.

The primary focus includes crafting distinct brand positioning, performing detailed brand and competitive assessments, uncovering market opportunities, and turning insights into actionable strategies. The manager acts as the brand portfolio custodian ensuring every brand has a unique identity, compelling value propositions, and a cohesive representation across all consumer interactions.

Close collaboration with the Brand Concept Manager, regional units, and cross-department teams is critical for creating brand structures and assets that reinforce B2B positioning while fostering local B2C experiences. The role involves guiding regional teams in executing campaigns that reflect brand authenticity while appealing to local consumer bases.

Successful candidates will exhibit commercial insight, curiosity, and a robust grasp of global market nuances. Staying ahead of trends, competitor behaviors, customer preferences, and macroeconomic events impacting furniture manufacturing is essential to identify opportunities and prepare for potential challenges.

Key Responsibilities

• Lead strategic development and evolution of a portfolio comprising five core furniture brands.
• Conduct ongoing brand audits to evaluate health, consistency, performance, and growth potential.
• Define clear brand positioning, messaging, value propositions, and architecture.
• Enhance brand differentiation via competitor research, market intelligence, customer insights, and industry trends.
• Create long-range brand roadmaps aligned with company goals and commercial priorities.
• Maintain brand governance ensuring consistent brand identity application globally.
• Formulate and uphold brand guidelines, language, and visual identity with the Brand Concept Manager.
• Approve all brand messaging, marketing materials, and creative content for alignment with standards.
• Promote best practices in brand management throughout the organization.
• Plan and execute global brand and marketing campaigns.
• Supervise the development and management of brand assets across various channels such as websites, showrooms, catalogues, social media, newsletters, and multimedia.
• Guarantee consistent and regionally relevant customer brand experiences.
• Collaborate with regional marketing teams to adapt global strategies into localized, commercially viable actions.
• Provide strategic brand consulting to regional stakeholders and business units.
• Monitor and analyze furniture industry trends, customer behavior, competitor stance, design shifts, and emerging markets.
• Assess macroeconomic, geopolitical, and supply chain factors affecting the industry and recommend strategic actions.
• Leverage research and insights to support business and brand strategy decisions.
• Manage relationships with external agencies, creative partners, and vendors to ensure superior brand initiatives.
• Control brand marketing budgets to optimize costs while preserving quality and impact.
• Evaluate vendor performance and find ways to enhance efficiency and ROI.

Personality & Attributes

• Fluent communication skills in English and Chinese, both written and verbal.
• Highly meticulous and organized.
• Clear and confident communicator.
• Positive and proactive attitude with resilience and adaptability in a fast-paced environment.
• Ability to work independently while collaborating well in team settings.
• Creative with strong coordination abilities.

Requirements

• Bachelor's degree in Marketing, Branding, Communications, Business, or related field.
• 7 to 10 years of brand management experience, preferably in furniture, interior design, manufacturing, consumer products, or similar industries.
• Experience handling multiple brands or brand portfolios across regional or global markets.
• Expertise in brand strategy, development, audits, and competitive analysis.
• Capability to translate strategic positioning into effective marketing initiatives.
• Knowledge of both B2B and B2C marketing and ability to activate B2B brands in consumer markets.
• Proven success managing integrated campaigns across digital, print, retail, showroom, and experiential channels.
• Strong commercial insight and analytical problem-solving skills.
• Experience directing agencies, creative collaborators, and external vendors.
• Excellent stakeholder engagement, presentation, and communication proficiency.
• Self-motivated individual thriving in collaborative, multicultural, and dynamic environments.

What We Offer

• Exposure to regional and global brand environments.
• Growth and career advancement opportunities.
• Experience operating within both B2B and B2C marketing spheres.
• Dynamic, team-oriented workplace culture.
• Engagement in cross-market campaigns and projects.