Job description for Brand Manager at Overheard Beauty Universe
- The Brand Manager at OBU is not a content planner or social media coordinator. This is a commercial role. The person in this seat is responsible for running one brand as growth engines that generate measurable business outcomes.
The Brand Manager sits at the intersection of brand strategy, marketplace performance, campaign execution, and cross-functional coordination. They translate brand identity into commercial activity: from product positioning and campaign planning, to monitoring marketplace metrics and working alongside the Ads and Growth teams to improve conversion.
Because OBU operates with shared creative, social media, and KOL functions, this role requires someone who knows how to delegate clearly, coordinate across teams they do not directly manage, and still drive results for their brands. They must be organized, data-aware, and decisive, not waiting to be told what to do.
Responsibilities:
- Lead the development and execution of brand strategy, including positioning, narrative, and seasonal priorities, while identifying market and audience opportunities and monitoring competitor activities to support brand growth.
- Plan and manage end-to-end marketing campaigns, from concept development and timeline planning to asset coordination, channel allocation, and KPI tracking to ensure campaigns achieve defined commercial objectives.
- Monitor and analyze brand performance across key marketplaces (Shopee, TikTok Shop, Tokopedia), tracking metrics such as conversion rate, AOV, ROAS, and SKU-level sales trends to identify opportunities and performance gaps.
- Collaborate with the Growth/Ads team to align paid media strategies with brand campaign objectives, review advertising performance, and contribute to decisions on budget allocation across channels.
- Act as the primary liaison between brand and shared functions including Creative, Social Media, KOL, Growth, and Operations to manage timelines, priorities, and campaign execution effectively.
- Analyze campaign and marketplace performance data, develop insights and hypotheses for improvement, and maintain performance tracking dashboards to support data-driven decision making.
- Ensure consistency of brand identity across all marketing outputs, including content, ads, affiliate activities, CRM, marketplace pages, and KOL briefs, while serving as the brand gatekeeper prior to campaign launches.
Requirements:
- 3 to 5 years of relevant experience in brand management, marketing, or a closely related commercial role
- Experience managing multi-channel campaigns with measurable performance outcomes
- Experience working with or within online marketplace environments (Shopee, TikTok Shop, Tokopedia, or equivalent)
- Experience coordinating across creative, content, or campaign teams — even without direct line management
- Does not need to come from the beauty industry specifically, but must have a genuine interest in beauty, skincare, fragrance, or lifestyle products
