Job description for Brand Owner at Penguin Secret Agency PTE, LTD
Job Description:
As a Brand Owner (Supplement Products) at PSA, you will not just manage marketing - you will act as the Micro-CEO of your product line. You hold ultimate accountability for the entire lifecycle of the brand: from market positioning and product innovation to customer acquisition, retention, and final P&L efficiency. Your mission is to build a high-growth, financially healthy D2C brand tailored for the US consumer.
a. Brand Positioning & Strategy
● Define the core identity: Determine exactly what to sell, to whom, and how to differentiate in the highly competitive US supplement market.
● Shift from selling commodities to selling concepts (e.g., framing a mushroom coffee not just as "coffee," but as a "healthy daily ritual").
● Conduct continuous market research to identify product market fit (PMF) and untapped white spaces.
b. Product Development & Portfolio Management
● Partner with R&D and US-compliant manufacturers to select formulas, ingredients, and flavor profiles.
● Own the packaging design strategy to ensure premium unboxing experiences and strict regulatory alignment.
● Design pricing architecture, bundling strategies, cross-selling/upselling funnels, and plan new SKU roadmaps to maximize long-term gross margins.
c. Marketing & Customer Acquisition
● Drive user acquisition across the US market using a modern D2C tech stack (Shopify, Paid Media, Attribution tools).
● Oversee performance marketing channels (Meta, Google, TikTok Ads) and optimize high-converting landing pages and VSLs (Video Sales Letters).
● Lead the US Influencer/Creator strategy (KOLs/KOCs) to build organic social proof and high-performing ad creatives.
● Supervise Content, Email, and SMS marketing funnels to capture and nurture leads.
d. Customer Retention & Lifecycle (LTV Optimization)
● Build a bulletproof retention ecosystem, understanding that a strong brand survives on repeat purchases, not single orders.
● Own and optimize the Subscription model (Subscribe & Save) to secure predictable Monthly Recurring Revenue (MRR).
● Develop loyalty programs, community engagement initiatives, and post-purchase flows to maximize Customer Lifetime Value (LTV).
e. Team Orchestration & Leadership
● Act as the central conductor ("the driver") who aligns and moves all moving pieces together.
● Coordinate and guide cross-functional teams: Design, Media Buyers, Copywriters, Customer Service (CS), and Supply Chain/Operations to execute the brand's vision flawlessly.
f. Financial Control & P&L Accountability
● Manage the brand's financial health with a ruthless, data-driven approach.
● Monitor daily, weekly, and monthly growth metrics: CAC (Customer Acquisition Cost), MER (Marketing Efficiency Ratio), Gross Margin, Cash Flow, and Inventory Turns.
● Balance scaling aggressiveness with healthy unit economics.
Requirements:
● Experience: 1–3 years of experience managing a D2C/E-commerce brand or working
as a Growth/Product Manager. Direct experience in the US market and the
Supplement/Wellness/Nutraceutical industry is a strict requirement.
● Business Mindset: Deep understanding of the e-commerce engine (Shopify
ecosystem, media buying, and conversion rate optimization).
● Financial Acumen: Analytical capability to read and manage P&L statements. You
must know your numbers inside out (CAC, LTV, ROAS, MER).
● Leadership: Strong project management and orchestration skills. Ability to push
internal teams and external vendors to meet deadlines.
● Language: Native or Professional working proficiency in English (you will review
English copy, VSL scripts, and US consumer feedback daily).
What You Get:
● Compelling Compensation: Competitive base salary (negotiable) + attractive performance bonuses tied directly to brand revenue growth and P&L efficiency.
● Financial Rewards: 13th & 14th-month salary, with annual salary reviews based on performance impact.
● Empowerment: Direct ownership of marketing budgets and product strategy, providing a true "mini-CEO" experience.
● Work Environment: Vibrant, international, and innovative workspace located in the premium Thao Dien area (District 2) with a flat team structure.
● Health & Wellness: Comprehensive healthcare including statutory social / health / unemployment insurance, and annual health checks.
● Perks & Allowances: Monthly lunch and parking allowances; full setup provided (MacBook and necessary growth tools).
● Culture & Fun: Company trips twice a year, holiday/birthday gifts, team bonding dinners, and fully stocked office snacks/coffee.
● Growth: Sponsored professional training courses, workshops, and direct mentorship to sharpen your e-commerce and brand leadership skills.
Work Time:
Mon - Fri: 9:00 - 17:30 (1.5h lunch break)
Sat morning (Remote): 8:00 - 12:00
Address: Tropic Garden A2 - 56 Street No.66, An Khanh Ward, HCMC
