Consumer Insight & Product Manager/AD

About the role

This role is the core brand campaign lead of the Indonesia team, independently responsible for full-cycle campaign strategy, planning, implementation and optimization, matched with consumer insight-driven product communication and offline brand activation. You will take full ownership of local consumer insight analysis, product marketing, end-to-end brand campaign management, as well as POSM system and offline event execution.

Key responsibilities

• Conduct continuous local market research and Indonesian maternal & baby consumer insights analysis, including user demands, consumption habits, purchase drivers, pain points and trending preferences.

• Monitor local competitor marketing activities, product positioning and consumer feedback.

• Output regular insight reports to support product iteration, campaign direction, content strategy and offline marketing optimization.

• Translate consumer insights into actionable marketing strategies for brand and product growth.

• Own product positioning, core selling points, product storytelling and localized marketing messaging for formula milk products.

• Lead product marketing planning for new product launch, product upgrade and seasonal product promotion.

• Independently design annual/quarterly/monthly brand & product campaign roadmaps according to brand objectives and market trends.

• Responsible for full-cycle campaign delivery: campaign concept brainstorming, copy & material requirement drafting, timeline arrangement, budget application, cross-team coordination, progress tracking and final launch.

• Track campaign data performance, summarize campaign results, output post-campaign analysis reports, and provide iterative optimization solutions for subsequent marketing activities.

• Fully manage all offline brand events and industry exhibitions, including large-scale maternity & baby expos, brand roadshows, offline pop-up activities and brand public welfare campaigns.

About you

• 3–4 years relevant working experience in Indonesia FMCG, mother & baby, or dairy industry.

• Proven independent experience in full-cycle brand campaign planning & execution, familiar with complete campaign launch process.

• Solid capability in consumer insight analysis, product marketing, POSM management and large-scale offline event operation.

• Strong project management, budget control, cross-team communication and vendor negotiation skills.

• Able to independently drive multiple parallel campaign and event projects under tight deadlines.

• Fluent in both English and Bahasa Indonesia.

• Detail-oriented, result-driven, with strong market sensitivity to local maternal consumer trends.

• Able to support on-site weekend events when necessary.