Req ID




Req ID:  88547
Function:  Marketing
Posted:  Sep 19, 2023

Bangkok, 10, TH, 10330

Brand Manager


Coty is a world leader in beauty and home to an illustrious roster of cosmetic, skincare and fragrance brands. And our company has a mission: to challenge the definition of beauty, to encourage authenticity and celebrate diversity. Because to us at Coty, beauty isn’t about conforming to somebody else’s ideal. It’s about inclusion and liberating everyone to shine in their unique way.




Employment Type: ie. Full-time

Division: Luxury

Job Title: Brand Manager

Reporting to: Marketing Lead



About the role

We’re looking for a Brand Manager to join the Thailand Luxury team. This role will be responsible not only for the commercial success of brands’ under their care, but also the acceleration of Coty’s ambitions within and colour cosmetics and skincare space, through impactful marketing strategy and impeccable execution. This role will report to the Marketing Lead for Thailand




  • Brand Marketing, ATL: Digital Communication & PR
    • Develop short to long-term brand and launch plans in conjunction with Key Accounts, and Retail Operations, aimed at driving sell-out, sales productivity ranking and market share
    • Make strategic decisions around big bets and priorities, with a view to do “fewer, but bigger and better”
    • Partner Media and PR Agencies to develop cohesive Media and PR Strategy to build brand desirability, and support launches and brand development
    • Track and improve marketing ROI


  • Trade Marketing, BTL: Promotion & Animation
    • Plan and execute BTL promotions across Dept Stores, Sephora and Perfumery and Ecommerce channels for in-store, omni excellence
    • Develop exclusive offerings and promotions tailored to various customers/channels and end consumers
    • Plan and execute animations and podiums in conjunction with Key Accounts, Visual Merchandising and Retail Operations.  Conceptualizes and supervises the implementation of brand-building and sales-generating events that express the brand’s heritage, image, and expertise
    • Co-own brand-, category- and BA-productivity with Retail Operations and Key Accounts
    • Support Key Accounts and Retail Operations with month-to-month sales planning activations aimed at stretching results, and/or mitigating risks
    • Works hand-in-hand with the Visual Merchandising and Retail Operation team with regarding to implementing product staging, development of visuals and other POS materials, promotions, training of Beauty Advisors, and customer journey


  • A&CP Budgeting, P&L Management
    • Plan, own and manage A&CP budget to ensure C2 profitability
    • Co-Own brand P&Ls, including actively managing sell-out to sell-in, Gross-to-net, and C1  Not applicable


  • Demand Planning & Forecasting
    • Forecast for new marketing initiatives, and work with key stakeholders to realise commercial ambitions; rephase forecasts as required and track performance of innovations and key franchises/categories
    • Manage inventory and make plans as required for discontinuations and E&O reduction


  • Reporting & Others
    • Weekly, Monthly and Quarterly reporting per brand and APAC requirements, and managing adhoc reporting requests as required
    • Analyses sales on per-SKU and per-store basis to ensure that the brand’s tactics are working towards the achievement of total brand targets
    • Providing valuable insights to local, regional and global teams on brand and competitor performance, and using them to enhance brand performance and results
    • Pricing and promotional analysis



  • 5-7 years of holistic brand management experience in Luxury Beauty, particularly in Skincare and Colour Cosmetics, within the Thailand domestic market
  • A proven track record in brand building and expansion
  • Significant recent experience with Thailand Omni- and a strong understanding of retail landscape in Thailand
  • Excellent time management skills and the ability to prioritize effectively and work under pressure.
  • Highly detailed with strong organizational and analytical skills
  • Team player, ability to develop effective working relationships both internally & externally, and excel in a multi-cultural environment
  • Proactive, agile, with strong business acumen
  • Excellent verbal and written communication skills in English, highly proficient in Excel and Powerpoint
  • A strategic thinker who does not gloss over details
  • CRM, Multi-brand management experience is preferred


Country/Region:  TH
City:  Bangkok