Job description for Brand Specialist at Friendchised Indonesia
ABOUT THE ROLE
We're looking for a Brand Specialist who lives and breathes brand identity, storytelling, and creative consistency, and who also knows how to build relationships that extend the brand beyond owned channels.
You'll work across two distinct brands: Nongkitiam, a multi-outlet kopitiam brand in Jakarta and Tangerang, and Friendchised, a digital marketplace for franchise and business opportunities in Indonesia.
WHAT YOU'LL DO
• Own and maintain the brand identity, tone of voice, and visual guidelines for both Nongkitiam and Friendchised
• Develop brand assets including creatives, templates, packaging concepts, and marketing collateral
• Ensure brand consistency across all touchpoints, social media, in-outlet experience, digital platforms, etc
• Drive brand storytelling through compelling narratives, campaign concepts, and activations suited to each brand's audience
• Identify, recruit, and manage KOL (Key Opinion Leader) and KOC (Key Opinion Consumer) collaborations, from briefing and negotiation to execution and performance evaluation
• Build and manage brand partnerships with relevant businesses, communities, platforms, and media that amplify both brands' reach and positioning
• Coordinate with the digital marketing team to ensure all campaign creatives and messaging are on-brand and optimized for each channel
• Research market trends, competitor brands, and audience sentiment to continuously evolve brand positioning
• Track and report on KOL/KOC and partnership performance, and iterate based on results
WHAT WE'RE LOOKING FOR
• 2–4 years of experience in brand management, brand marketing, or creative strategy
• Hands-on experience managing KOL or KOC programs, from outreach to reporting
• Proven track record of building and managing brand partnerships or collaborations
• Strong portfolio demonstrating brand work, identity, campaigns, or content
• Experience in F&B, lifestyle, marketplace, or consumer-facing brands is a strong plus
• Excellent design sensibility
• Strong copywriting and storytelling skills in both Bahasa Indonesia and English
• Understanding of Instagram, TikTok, and how brand translates across social platforms
• Detail-oriented, creative, organized, and a natural relationship builder
• Based in Jakarta and available to work on-site
