Senior Brand Manager – Powdered Coffee & Tea

About the role

The Senior Brand Manager for Powdered Coffee and Tea will drive brand growth, consumer relevance and in‑market execution for the segment within the Centig Food Business Unit. This commercially anchored role translates BU and Group marketing strategy into brand plans, consumer campaigns, channel activation and innovation execution. The manager must understand Myanmar consumers, GT‑heavy retail dynamics and brand health to generate awareness, trial, repeat purchase and profitable growth.

Key responsibilities

• Develop annual brand plans aligned with BU and Group strategy, translating growth opportunities into brand objectives, target consumer choices and communication platforms.
• Lead end‑to‑end campaign execution across ATL, BTL, digital, OOH, POSM and in‑store activation, managing creative briefs and agency partners.
• Own brand performance tracking (volume, NSR, market share, distribution) and manage A&P budgets, ensuring ROI and alignment with sales and trade marketing.
• Support consumer research and NPD projects, creating innovation briefs and moving concepts to launch in collaboration with R&D, supply chain and finance.
• Convert brand strategy into execution toolkits for sales, trade marketing and distributors, and conduct market visits to monitor visibility, pricing and activation quality.
• Coach junior marketers and agency partners, building strong cross‑functional relationships with sales, trade marketing, R&D, finance and procurement.

Required profile

• Minimum 7–10 years of progressive FMCG marketing experience, preferably in powdered beverages, nutrition or related categories.
• Strong understanding of Myanmar consumer behaviour, GT‑heavy retail structure and fragmented distribution.
• Proven experience managing a full brand or significant brand workstream from planning through execution.
• Demonstrated ability in campaign development, agency management, product launches and in‑market activation.
• Exposure to new product development, renovation, research and consumer insight work is strongly preferred.