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Group Brand Manager

Date: May 4, 2019

Location: Bangkok, 10, TH

Colgate-Palmolive is a leading global consumer products company, tightly focused on Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate sells its products in over 200 countries and territories around the world under such internationally recognized brand names as Colgate, Palmolive, Speed Stick, Lady Speed Stick, Softsoap, Irish Spring, Protex, Sorriso, Kolynos, elmex, Tom’s of Maine, Sanex, Ajax, Axion, Fabuloso, Soupline and Suavitel, as well as Hill’s Science Diet, Hill’s Prescription Diet and Hill’s Ideal Balance.

For more information about Colgate’s global business, visit the Company’s web site at To learn more about Colgate Bright Smiles, Bright Futures® oral health education program, please visit To learn more about Hill's and the Hill’s Food, Shelter & Love program please visit To learn more about Tom’s of Maine  please visit

Location: Bangkok, Bangkok, Thailand
No Relocation Assistance Offered
# 72967

Position:  Group Brand Manager

Location:  Bangkok, Thailand


Job Purpose:

To set the strategy for the the category and execute to drive share of market with profitability.


Job Challenge:

  • Set the strategy for the brand and execute to drive share of market with profitability.
  • Create communication and advertising in line with the positioning of the brand to further drive brand salience and consumer preference.
  • Arrive at geography wise plans to achieve national share of market and distribution targets.
  • Understand the P&L of the brand and identify key cost drivers and work towards driving improved margins and profitability of the brand.
  • Work collaboratively with cross functional teams to ideate and execute versus the annual grid plan.
  • Work with external creative and other agencies to create 360 IMC campaigns in line with the annual grid.
  • Draw up the annual grid as well as the spending plan as part of the budget and planning process.
  • Work with the media manager and the media agency to draw up the monthly media plans by state.
  • Alignment of brand plans and annual grid with category manager and senior management.
  • Design and implement all aspects of the GTM for new product launches within the brand.
  • Work with the innovation team on new product development to create line extensions of the brand.
  • Coach & Develop team members


Functional linkages:  Internal : Sourcing/manufacturing/CS&L/ packaging and Quality IGTC/regulatory/legal/Finance/HR/CIC teams/Customer development

External: Creative agency/media/digital/research/ activation agencies/Shopper


Key Accountabilities:

Develop Brand Strategy 

-  Mapping consumer insights and trends to develop and continually update brand strategy to drive long term profitable growth based on category strategy plan. Develop forward looking financials for 5 years out 

Drive share of market

-  Develop and manage communications, pricing strategy, SKU assortment, promotional planning and execution, competitive bench marking and response strategies for the brand

Drive top line growth

- Generate consumer demand, ensure competitive pricing and availability to service demand, effective shopper messaging and optimized packaging for shopper conversion for the brand

Develop communication and manage media planning

- Generate insights, understand target audience and define communication and media strategy, brief creative agency, drive development of creative, work with creative agency and production houses to develop advertising, work with media agency to develop effective media plans to drive optimal reach and frequency.

Manage P&L profitably

- Generate margin improvement ideas, ensure timely execution, ensure profitable mix, optimize media and promotion spends

Develop and execute annual promotional and launch relaunch grid

- Analyse current performance, promotional effectiveness of previous promotions, and competitive activities and develop annual grids to meet strategic goals as laid out in the category strategy.

People objective

- To develop and coach team on brand concept, design and development and in their professional development


Generic Competencies

  • Strategic business and consumer orientation
  • Ability to bring the outside in – leverage external networks well
  • Define, articulate and facilitate effective buy in across the organisation
  • Ability to influence/interface with different levels of the organisations – leverage internal CP networks
  • Ability to handle ambiguity
  • Thought Leadership – To lead and coach the team and build a culture which is consumer centric, thinks differently
  • Bring in a strong ‘ Let’s make this happen’ attitude
  • Comfortable with micro details so as to effectively lead the projects
  • Personal Influence:  Strong communication skills. Builds credibility through expertise and personal presence.
  • Cross Organisational relationships: Builds collaborative relationships cross functionally to influence strategy and decisions.


Functional Competencies

  • Strategic Thinking: Developing strategies and proactively responding to consumer/shopper trends, competitive threats, and brand issues and opportunities
  • Consumer Marketing Planning: Building superior marketing bundles and brand/category plans to create and convert consumer interest to purchase
  • Advertising Development: Creative and Media Translating brand positioning and strategy into effective consumer communications and effectively reaching as many target consumers as possible
  • Trade Understanding: Understanding the trade environment and aligning Colgate’s category/brand strategies with customer priorities



- Minimum 8 years working experience and  proven track record of performance with at least 3 years of increasing marketing responsibility , strong understanding of FMCG consumers and business processes 

- Skills in project management skills, coordination, marketing, communication




Are you interested in working for Colgate-Palmolive? You can apply to work with us using this online application.  Attach all relevant documents such as a cover letter and resume or CV. Applications received by e-mail are not considered in the selection process.

Become part of our team. We look forward to your application.

Equal Opportunity Employer
Colgate is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender identity, sexual orientation, national origin, ethnicity, age, disability, veteran status, marital status, or any other characteristic protected by law.

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