Fractional First
SBM

Strategic Brand Manager

Brand Manager | Strategic Marketing Leader

Switzerland

Description

This professional is an insightful, data-driven brand manager with over six years of experience fueling profitable growth through consumer insights, portfolio optimization, and cross-functional leadership across the Asia-Pacific FMCG sector. Currently deepening strategic capabilities through a top-tier European MBA program, this professional skillfully combines analytical rigor with a passion for sustainable, purpose-driven marketing. Adept at translating consumer behavior and market data into innovative campaigns, this strategist fosters talent development and drives operational excellence.

Key Roles

  • •Doubled market share for a major consumer brand in Southeast Asia through portfolio innovation and activation in a regulated market
  • •Delivered significant sales growth post-pandemic with digital campaigns, boosting brand equity and capturing competitor consumers
  • •Reduced portfolio SKU complexity by half, achieving notable packaging cost savings without hindering growth
  • •Managed cross-functional efforts to resolve supply chain challenges, dramatically cutting write-off costs
  • •Led consumer insights analysis to revitalize stagnant products, turning them into leading revenue contributors within months

Meet Me

Hi, I’m a passionate brand manager who thrives at the crossroads of data analytics and human-centered marketing. With a foundation in international business and growing expertise in strategic brand leadership, I focus on connecting brand stories to real consumer needs while driving sustainable growth and promoting diverse, inclusive teams. Currently expanding my strategic toolkit through a leading MBA program in Europe, I’m eager to further contribute to global brands and dynamic teams.

Personas

Consumer-Centric Growth Driver

  • •Consistently propels brand growth through deep consumer insights and data-informed strategies
  • •Expert in portfolio optimization and innovation within competitive and regulated environments
  • •Leads cross-functional teams to align strategy and execution, delivering impactful marketing initiatives

Superpowers

Superpowers not available

Sweet Spot

Thrives at the intersection of brand strategy, consumer insights, and sustainable growth. Equipped with strong portfolio management skills and an ability to translate data into meaningful stories, this leader excels in guiding organizations to innovate and expand in competitive FMCG markets while embedding purpose and inclusivity.

Functional Skills

Brand and Portfolio Management
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Market Share Growth- Led growth of a major consumer brand, doubling market share in a constrained, competitive environment.
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Portfolio Optimization- Significantly reduced SKU complexity and packaging costs while maintaining growth momentum, balancing margin and operational efficiency.
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Campaign Leadership- Spearheaded digital and omnichannel marketing campaigns post-pandemic, increasing engagement, sales, and brand equity.
Consumer Insights and Data Analytics
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Performance Diagnostics- Analyzed industry-standard and internal sales data to generate actionable insights that drove rapid strategic adjustments.
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Competitive Analysis and Market Sensing- Conducted competitor and consumer readiness studies to identify whitespace and uncover growth opportunities.
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Strategic Storytelling- Crafted data-driven narratives designed to influence senior stakeholders and cross-functional teams.
Leadership and Talent Development
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Talent Mentorship- Mentored junior team members, supporting successful career progression within organizations.
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DEI Advocacy- Organized initiatives to foster diversity, inclusion, and empathy, strengthening team culture.
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Cross-Functional Collaboration- Facilitated alignment and cooperation across brand, sales, legal, and supply chain teams.

User Manual

Thrives in roles blending strategic thinking with hands-on execution, valuing transparent communication and shared purpose. Appreciates collaborative environments that encourage continuous learning and embrace diversity. Performs best with clear objectives balanced by autonomy to enable reflection and creativity.

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Education

  • •Master of Business Administration from a top-tier European business school
  • •Bachelor’s degree in International Business Economics from a leading university in Southeast Asia

Focus Areas

Brand ManagementConsumer InsightsPortfolio ManagementData-Driven MarketingCross-functional LeadershipSustainable GrowthStrategic Storytelling

Industries

FMCGConsumer GoodsTobaccoMarketing and Advertising

Geographical Coverage

VietnamMalaysiaTaiwanSwitzerlandAsia-Pacific

Stage

GrowthMature MarketsInnovation and Portfolio Expansion

Personal Interests

Consumer CultureSustainabilityStorytellingDiversity, Equity & InclusionTravelPhotographyOrganic Farming

Certifications

Verified Certificate in Fundamentals of Digital Marketing