Job Description
The Head of Marketing SOYJOY is responsible for developing and executing end-to-end brand marketing strategies to drive sustainable growth, brand equity, and commercial performance of the SOYJOY portfolio. This role leads consumer insight–driven strategy formulation, integrated go-to-market execution, brand communication, media (ATL, BTL, digital), activation, and new product development support, ensuring consistent brand positioning across all touchpoints.
Job Description
Brand & Portfolio Strategy
Develop and optimize brand and product marketing strategy based on consumer insights, market trends, and portfolio performance to drive brand growth and category leadership.
Lead brand identity, positioning, and visual governance by defining brand purpose, personality, tone of voice, and visual guidelines relevant with Japan HQ brand guide across all touchpoints.
New Product Development (NPD)
Lead consumer insight, research, and trend analysis through qualitative and quantitative studies, third-party data, and internal intelligence to identify behavioral drivers, unmet needs, and opportunity spaces.
Formulate and manage integrated go-to-market (GTM) strategies by aligning ATL, BTL, digital, media, trade, and regional execution plans.
Coordinate cross-functional and regional marketing alignment with Sales, Trade Marketing, Supply Chain, R&D, Finance, and regional teams to ensure seamless execution.
Oversee end-to-end NPD marketing support by generating consumer-driven innovation insights, leading concept testing, and translating findings into actionable briefs.
Manage new product launches and 360° marketing activation planning by setting launch objectives, coordinating readiness, and executing integrated campaigns.
Brand Communication & Creative Strategy
Direct brand communication and creative strategy development by translating brand and consumer insights into compelling messaging, narratives, and creative direction aligned with business objectives.
Oversee ATL media strategy, planning, buying, and performance monitoring to optimize reach, efficiency, and impact.
Lead digital and e-commerce media strategy and execution across paid digital, social, website, and official stores to ensure performance and ROI.
Manage BTL, in-store marketing, and shopper activation programs aligned with sales and trade strategies to drive trial and conversion.
Manage brand activation, community engagement, and partnership initiatives through events, collaborations, influencers, and communities to strengthen brand relevance.
Performance Management & Marketing Analytics
Define, integrate, and monitor marketing KPIs across the consumer funnel, including dashboards and performance benchmarks.
Provide performance reporting, evaluation, and continuous improvement by analyzing results, documenting learnings, and recommending optimization actions.
Develop and control integrated marketing budgets by prioritizing spend, monitoring utilization, and reallocating resources to optimize effectiveness and financial discipline.
Job Requirements
Bachelor’s Degree (S1) minimum in Marketing, Communication, Business Management, Media Studies, or related fields
8-12+ years of experience in brand marketing within FMCG or Food & Beverage industries as well as strong exposure to integrated marketing, ATL/BTL, digital media, and product launches
Strong competency in data analytics & marketing insights, agency management, Go-to-Market (GTM) Planning & Execution, & Media Strategy
High adaptability in a fast-moving FMCG environment
Location: Jakarta, Indonesia
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