Brand Marketing Manager

UPartners Group is looking for a highly driven and hands‑on Brand Marketing Manager to lead brand growth across our Consumer Product Goods portfolio. This role is ideal for someone with strong experience in scaling local brands (beauty, lifestyle, or emerging CPG), with deep expertise in performance‑driven e‑commerce marketing.

We are looking for someone with a background from strong local brands (e.g. Scarlett, Somethinc, Hotto, Lemonilo, Proty, Nutrichips, Naked Press, etc.), preferably non‑F&B and not from large multinational corporations. This person must combine strategic thinking, creative direction, and performance marketing excellence — with the ability to build and lead a growing team.

Key Responsibilities 1. Brand Strategy & Growth

Develop and execute comprehensive 360° brand marketing strategies aligned with business targets.

Drive brand positioning, storytelling, and differentiation within competitive CPG markets.

Build annual and quarterly brand roadmaps with clear revenue and growth objectives.

Ensure consistent brand messaging across all consumer touchpoints.

2. Performance & E-commerce Marketing

Own and drive GMV growth across key marketplaces: TikTok Shop, Shopee, Tokopedia.

Set clear sales targets, campaign objectives, and performance KPIs (ROAS, GMV, CVR, AOV).

Lead marketplace campaign strategies (2.2, 3.3, 4.4, etc.) including planning, execution, and post‑mortem analysis.

Direct TikTok Ads and performance marketing strategy to optimize conversion and scale revenue.

Oversee affiliate and creator ecosystem to maximize traffic and sales impact.

Lead creative direction for campaigns, product launches, and digital activations.

Direct content strategy across social, e‑commerce, and performance ads.

Collaborate with creative teams to ensure high‑performing and conversion‑driven content.

Balance brand storytelling with strong sales‑driven messaging.

4. Data & Analytics

Analyze sales metrics and campaign performance to drive continuous optimization.

Translate data into actionable insights and strategic recommendations.

Monitor consumer behaviour trends within digital commerce platforms.

Build dashboards and reporting frameworks for management visibility.

5. Team Building & Project Management

Build and manage a high‑performing marketing team.

Coordinate cross‑functionally with operations, product, and leadership teams.

Lead campaign timelines, execution plans, and performance reviews.

Act as a proactive communicator and project driver across stakeholders.

Qualifications

Has 3–5 years of experience in Brand/Marketing roles within local CPG, beauty, lifestyle, or emerging consumer brands.

Proven track record in growing local brands (not multinational FMCG corporations).

Strong understanding of Indonesia’s e‑commerce ecosystem (TikTok Shop, Shopee, Tokopedia).

Experience handling marketplace campaigns (2.2, 3.3, 9.9, etc.) and affiliate ecosystems.

Strategic thinker with strong execution capability.

Creative yet data‑driven.

Comfortable leading teams and managing multiple projects simultaneously.

Location: Jakarta, West Jakarta, Jakarta, ID

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