Brand Manager

About Us:

PT Anugerah Pharmindo Lestari (APL) a Zuellig Pharma company, is a leading healthcare solution in Indonesia, and our purpose is to make healthcare more accessible to the communities we serve.We provide world-class distribution, commercialization, and clinical trial support to support the growing healthcare needs in this region. The company was started forty years ago and has grown to become a billion-dollar business covering 514 cities with over 2,500 employees.Our people serve more than 60,000 direct and indirect medical facilities and work with over 50 clients, including the top 20 pharmaceutical companies in the world.

Purpose of the Role: The Brand Manager are responsible for developing and executing brand strategy and annual marketing plans to accelerate brand growth, strengthen market presence, and achieve sales and profitability objectives. The role leads end-to-end brand management, from consumer and market insights to campaign execution, channel activation, and performance evaluation.

Job Requirements:

- Bachelor’s degree in Marketing, Pharmacy, Economy or a related field.

- Minimum 4–6 years of experience in Brand Management or Product Marketing as Junior Brand Manager or Brand Manager, preferably within Consumer Health, OTC, Personal Care, Skincare, FMCG, or related industries.

- Experience independently managing a brand, including annual brand planning, budget management, campaign execution, and performance analysis.

- Experience in skincare/dermatology and/or consumer healthcare is highly preferred.

- Experience working with healthcare professionals such as dermatologist and pediatric, pharmacy, Health & Beauty retail, e-commerce, or medical channels is an advantage.

What You’ll do:

1. Brand Strategy & Business Planning

- Develop annual brand strategy, marketing plan, and growth priorities based on consumer, customer, competitor, and market insights.

- Translate brand strategy into clear objectives, target consumers, positioning, key messages, channel priorities, and activation plans.

- Identify growth opportunities across existing products, hero SKUs, new channels, and potential new product launches.

- Support sales forecasting, demand planning, and annual business planning together with Sales, Supply Chain, and Finance.

2. Commercial & Brand Performance

- Monitor monthly brand performance including sales, growth, distribution, channel performance, SKU performance, market share, and marketing KPIs.

- Conduct regular business and competitor analysis to identify performance gaps and recommend corrective actions.

- Track marketing investment and ensure activities deliver measurable impact on awareness, trial, conversion, repeat purchase, and sales.

- Manage the brand A&P budget effectively and ensure spending is aligned with agreed priorities.

3. Integrated Marketing & Brand Activation

- Develop and execute integrated marketing campaigns across digital, social media, KOL/influencer, UGC, e-commerce, retail, pharmacy, medical, events, sampling, and CRM.

- Build strong consumer communication and ensure consistent brand positioning and messaging across all touchpoints.

- Develop activation programs that drive consumer trial and conversion, particularly for priority and hero SKUs.

- Work closely with agencies and external partners from briefing and development through execution and post-campaign evaluation.

4. Omni-Channel & In-Store Execution

- Partner with Sales and Trade Marketing to strengthen product availability, visibility, and conversion across relevant channels.

- Develop effective POSM, merchandising, promotional mechanics, sampling, and consumer activation programs.

- Regularly review in-store and online execution and recommend improvements to increase brand visibility and conversion.

5. Digital & E-commerce

- Collaborate with Digital & E-commerce teams to develop brand campaigns across marketplaces and social commerce.

- Monitor key digital metrics including reach, engagement, traffic, CTR, conversion, GMV, ROAS, affiliate performance, and content effectiveness.

- Develop strong content, KOL, UGC, affiliate, and paid media strategies to drive awareness and purchase.

6. Consumer & Market Insights

- Continuously analyze consumer behavior, market trends, competitive activities, pricing, product propositions, and channel dynamics.

- Initiate consumer research where needed to understand barriers to purchase, brand perception, usage behavior, and opportunities for growth.

- Translate insights into actionable brand and commercial initiatives.

7. Cross-Functional & Principal Management

- Work closely with Sales, Trade Marketing, Digital/E-commerce, Medical, Regulatory, Supply Chain, Finance, and other internal stakeholders to ensure strong execution.

- Manage day-to-day communication with brand principals and prepare regular business updates, brand reviews, and marketing performance reports.

- Coordinate with Regulatory and relevant stakeholders to ensure brand communication and activities comply with applicable regulations and company standards.

- Manage good coordination and relationship with Clients and Regional team.

What Will Make You Successful :

Key Success Measures

- Achievement of brand sales and growth targets

- Improvement in distribution, availability, and visibility

- Consumer recruitment, trial, and repeat purchase

- Digital and e-commerce performance

- Effectiveness and ROI of marketing investment

- Quality and timeliness of brand plan and campaign execution

Why join APL:

We are committed to fostering an inclusive environment where our employees can learn, grow, and achieve shared success.We champion diversity, equity, and inclusion, ensuring every individual feels valued, respected, and treated fairly.As a leading multi-market healthcare solutions provider, we empower our employees to gain comprehensive knowledge and expertise in the dynamic healthcare industry across the region.Enjoy the flexibility to effectively balance your work and personal life while taking charge of your career journey through our empowering growth opportunities.Our Total Rewards program is designed to support your overall well-being in every aspect.

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