Senior Brand Specialist

About the role

Support the development and execution of brand strategies for the Indonesian market, adapting global brand direction into locally relevant campaigns that drive brand awareness and online sales conversion. Partner closely with e-commerce (TikTok, Shopee), content, design, and sales teams to ensure strong brand presence across online channels.

Key responsibilities

• Execute the Indonesia market brand plan in line with the global brand strategy; localize brand positioning, messaging, and campaigns to resonate with Indonesian consumers.

• Conduct market, competitor, and consumer research (audience profiles, usage scenarios, purchase motivations) to identify growth opportunities and guide local brand decisions.

• Plan and execute local brand campaigns and product launches (ATL/BTL/digital) in collaboration with regional and global teams; ensure on-time, on-budget delivery.

• Work with content creators and designers to localize brand assets and campaign content (copy, visuals, video) in Bahasa Indonesia, adapting to local culture, trends, and platform nuances (TikTok, Instagram, Shopee).

• Partner with e-commerce teams to optimize brand presentation, product pages, livestream content, and campaign mechanics on TikTok Shop and Shopee to support GMV conversion.

• Identify and manage local KOLs, creators, and partnerships to amplify brand awareness and drive content-driven sales.

• Track brand health and campaign performance metrics; analyze data to optimize activities and report results to regional teams.

• Manage local marketing budget and A&P spend; coordinate with agencies, vendors, and suppliers; ensure compliance and efficiency.

About you

• Bachelor's degree in Marketing, Communications, Business, or related field.

• 2–4 years of experience in brand, marketing, or related roles; experience in beauty/personal care, FMCG, or DTC/e-commerce preferred.

• Solid understanding of brand strategy, marketing communications, and consumer behavior in Indonesia.

• Hands-on experience with digital and social platforms (TikTok, Instagram, Facebook) and e-commerce ecosystems (Shopee, TikTok Shop) is preferred.

• Strong data analysis skills and proficiency in Excel/PPT for reporting.

• Excellent communication, coordination, and project management skills.

• Fluent in English (written & spoken); native Bahasa Indonesia.

• Experience in beauty/personal care or cross-border e-commerce.

• Experience with KOL/influencer collaborations and content-driven sales.

• Familiarity with AI content tools (ChatGPT, Midjourney, etc.).