Job description for Senior Brand Manager (FMCG - Tea & Coffee) at PT Gunung Subur Sejahtera (Semarang)
About the Company
PT Gunung Subur Sejahtera (GSS) is a globally-oriented tea and coffee beverages company with established brands, Kepala Djenggot and Teh Gardoe.
Established in 1951 and headquartered in Solo, Central Java, GSS combines a strong heritage with continuous innovation in delivering high-quality tea and coffee products.
Over the past 2–3 years, GSS has been undergoing a major business transformation, strengthening its leadership team and expanding capabilities across key channels. Strategic hires include National Sales Manager, Business Development Managers (HoReCa & F&B Service), National Key Account Manager, IT Manager, and Accounting Manager—reflecting our commitment to building a high-performance organization.
Our business is driven by five core units:
- Retail (General Trade & Modern Trade)
- HoReCa (Hotel, Restaurant, Café)
- F&B Service (Quick Service Beverages – Gardoe Express)
- Export
- E-commerce
With a strong focus on innovation, product development, and modern technology adoption, we continue to accelerate growth and expand our market presence.
We are now entering the next phase of transformation and are looking for a Senior Brand Manager who is ready to take on a strategic role in shaping brand direction, driving innovation, and scaling the business across channels.
Role Purpose
This role is designed for a strategic thinker who can drive brand growth beyond marketing execution.
As Brand Manager, you will lead the development of clear brand positioning, differentiated value, and consistent brand experience, ensuring strong alignment between brand strategy, consumer relevance, and business performance.
Key Responsibilities
Brand Strategy & Positioning
- Define and sharpen brand positioning, value proposition, and differentiation
- Ensure each brand has a distinct role and meaning in the consumer’s mind
- Translate insights into clear, actionable brand strategy
Integrated Marketing Execution
- Lead end-to-end campaign development (ATL, BTL, Digital, Activation)
- Develop strong content and communication pillars
- Ensure consistent brand messaging across all touchpoints
Business & Commercial Alignment
- Collaborate closely with Sales to ensure brand supports distribution and revenue growth
- Strengthen brand presence across Retail, FnB Service, HoReCa, and B2B channels
- Balance short-term sales performance with long-term brand equity
Consumer & Market Insight
- Drive deep understanding of consumer behavior and market dynamics
- Utilize both data analytics and field observation
- Identify growth opportunities and emerging trends
Brand Governance & Consistency
- Establish and maintain brand guidelines and governance system
- Ensure cross-functional alignment (Marketing, Sales, Product)
- Conduct periodic brand performance evaluation
Qualifications
- Bachelor’s degree in Marketing, Business, or related field (Master’s degree is a plus)
- Minimum 5–8 years of experience in Brand/Marketing, preferably in FMCG
- Proven experience in managing and growing established brands
- Strong understanding of: 1. Brand positioning & differentiation 2. Consumer insight & behavior 3. Integrated marketing strategy
- Demonstrated ability to translate strategy into execution
- Strong commercial mindset (understands link between brand & revenue)
- Experience working cross-functionally with Sales and Operations
What We’re Looking For - Thinks beyond campaigns and understands brand as a business driver
- Can build meaningful, differentiated brands—not just visible ones
- Balances creativity with analytical thinking
- Has the confidence to challenge the status quo and drive transformation
- Demonstrates strong ownership, leadership, and execution discipline
Only shortlisted candidates will be contacted.
