Key Responsibility

1. Brand Strategy, Positioning & Portfolio Management

• Develop and execute annual and multi-year brand strategies, positioning and growth plans for assigned Own Brand portfolios.
• Define target customer segments, consumer needs, value propositions, reasons to believe, brand personalities and competitive differentiation.
• Establish clear brand architecture and positioning across Good–Better–Best tiers and specialist brands.
• Identify white-space opportunities, consumer trends and unmet needs that can inform portfolio development and innovation.
• Ensure each Own Brand has a clear strategic role and commercially compelling reason for customers to choose it over national brands.
• Partner with Merchandise to review brand portfolio performance, assortment opportunities, category penetration and potential brand overlaps.
• Lead marketing recommendations for brand creation, repositioning, extension, renovation or rationalization.
• Ensure consistent brand positioning and customer propositions across stores, online channels, packaging, campaigns and customer touchpoints.

2. Consumer Insights, Market Intelligence & Innovation

• Develop a deep understanding of target consumers, shopper missions, attitudes, purchase barriers and unmet needs.
• Monitor local and international competitors, national-brand activities, emerging trends, new product innovations and leading retailer best practices.
• Leverage consumer research, loyalty data, social listening, product reviews and competitive intelligence to identify growth opportunities.
• Translate consumer insights into actionable recommendations for product concepts, quality attributes, claims, packaging, assortment and marketing.
• Partner with Consumer Insights, Merchandise and Product Development to conduct concept, product, positioning, packaging and communication tests.
• Establish feedback mechanisms to capture post-launch customer satisfaction, product experience and improvement opportunities.
• Use AI-enabled research and market intelligence tools to accelerate insight generation and marketing decision-making.

3. NPD Go-to-Market & Hero Product Development

• Partner with Merchandise and Product Development to prioritize commercially attractive new product launches.
• Develop end-to-end go-to-market strategies covering consumer proposition, product positioning, launch objectives, target audience, channel plan, communication, budget and KPIs.
• Identify high-potential hero SKUs with strong differentiation, consumer appeal, margin potential and repeat-purchase opportunities.
• Establish tiered marketing support for NPDs based on commercial potential, innovation strength and strategic importance.
• Lead integrated launch programs across Hypermarket, GoFresh, Lotus’s Shop Online, social media, CRM, influencers, PR and in-store activations.
• Develop a rolling 52-week hero product and NPD marketing calendar aligned with commercial and trade priorities.
• Set launch milestones and success criteria, including product availability, marketing readiness, trial, conversion and repeat purchase.
• Conduct structured post-launch performance reviews and recommend corrective actions, additional support or scaling opportunities.

4. Integrated Marketing Campaigns & Demand Generation

• Develop annual, quarterly and campaign-level marketing plans aligned with business priorities and consumer opportunities.
• Own campaign briefs, commercial objectives, target audiences, key propositions, channel strategies, investment and performance KPIs.
• Lead cross-functional planning and execution with Creative & Content Studio, Packaging & Brand Design and shared marketing teams.
• Develop brand-building, seasonal, thematic and product-led initiatives that strengthen Own Brand preference beyond price promotions.
• Identify opportunities for product-led social excitement, earned media, influencer advocacy and viral campaigns.
• Work with Corporate Brand Marketing to integrate Own Brand priorities into Lotus’s major campaigns and brand platforms.
• Determine paid, owned, earned and shared media requirements in partnership with relevant specialist teams.
• Ensure all marketing investment supports defined customer or commercial outcomes.

5. Shopper Marketing, In-store Experience & Conversion

• Develop shopper marketing strategies to improve Own Brand discovery, visibility, consideration, trial and purchase conversion.
• Translate customer and category insights into shopper communication and activation opportunities across retail formats.
• Partner with Own Brand Trade Plan, Category Trade Plan, Store Operations and Merchandise on product visibility, end-caps, secondary displays, shelf communication and promotional activation.
• Develop consumer propositions and marketing requirements for Own Brand destinations, product discovery zones and experiential activities.
• Lead marketing plans for sampling, product tasting, demonstrations, comparative product experiences and trial-generating initiatives.
• Collaborate with Creative & Content Studio and Packaging & Brand Design to ensure persuasive and consistent in-store communication.
• Evaluate in-store activation effectiveness using sales uplift, trial, conversion and incremental contribution where measurable.
• Maintain clear boundaries: Merchandise and Trade Plan own pricing, promotional mechanics and commercial activation decisions; Marketing owns the consumer proposition and marketing objectives.

6. Omnichannel, E-commerce & Digital Shelf Marketing

• Develop integrated Own Brand marketing strategies across offline and online channels.
• Collaborate with E-commerce and Digital teams to improve Own Brand discoverability, product presentation, search visibility and digital conversion.
• Define marketing requirements for product titles, descriptions, benefit communication, imagery, product videos and enhanced product detail pages.
• Identify opportunities to feature hero SKUs, new launches, exclusives and high-potential Own Brands across digital customer journeys.
• Develop omnichannel campaigns that connect social content, CRM, Lotus’s Shop Online and physical stores.
• Partner with the relevant teams to optimize digital product content, ratings, reviews, conversion and cross-selling opportunities.
• Assess online and offline marketing performance and recommend improvements.

7. CRM, Personalization, Loyalty & Consumer Advocacy

• Develop Own Brand customer acquisition, trial, retention and lifecycle marketing strategies using customer and transaction insights.
• Identify opportunities to convert national-brand shoppers into Own Brand buyers.
• Build targeted marketing use cases for first purchase, second purchase, replenishment, cross-category adoption, premium trade-up and customer win-back.
• Partner with CRM and Loyalty teams on segmentation, personalization, customer journeys, marketing automation and activation.
• Develop customer advocacy initiatives encouraging authentic ratings, reviews, testimonials, referrals and product recommendations.
• Work with Creative & Content Studio to translate customer insights into compelling personalized communications.
• Measure incremental conversion, purchase frequency, retention, household penetration and customer value.

8. Brand Governance & Cross-functional Collaboration

• Own the strategic marketing direction and positioning of assigned Own Brands.
• Ensure marketing briefs, creative concepts, campaign messaging and packaging design align with approved brand strategies.
• Work closely with Creative & Content Studio and Packaging & Brand Design to maintain consistent brand expression.
• Align Own Brand marketing plans with Own Brand Trade Plan, Category Trade Plan and Corporate Marketing.
• Coordinate with Merchandise, QA, Regulatory and Legal to ensure communication claims are substantiated and appropriately approved.
• Maintain one integrated marketing calendar covering priority brands, NPD launches, hero products, campaigns, CRM and activation.
• Lead cross-functional launch reviews, marketing planning sessions and business performance discussions.
• Act as the final marketing business owner for campaign readiness and performance, within delegated approval authority.

9. Marketing Investment, Performance & Commercial Effectiveness

• Manage marketing budgets and allocate investment across brands, products, campaigns and channels based on strategic priorities and expected returns.
• Define clear measurement frameworks for brand building, NPD marketing, customer conversion and demand-generation initiatives.
• Monitor Own Brand participation, household penetration, new buyers, repeat purchase, awareness, consideration, incremental sales and gross profit.
• Work with Finance and Analytics to evaluate marketing incrementality, cannibalization, return on investment and profitability.
• Distinguish marketing-driven growth from category growth, distribution expansion, price changes and sales transferred from other products.
• Develop business cases and post-campaign reviews with actionable recommendations.
• Continuously optimize marketing investment using consumer, commercial and performance data.

Key Performance Indicators

Commercial & Customer Growth

• Own Brand household penetration and new-to-Own-Brand customers.
• Incremental sales and gross profit contribution.
• Trial-to-repeat conversion, repeat purchase frequency and cross-category adoption.
• Contribution to Own Brand sales participation growth.

Brand & Innovation

• Brand awareness, consideration and preference.
• Priority NPD launch success and hero SKU performance.
• Consumer perception and product satisfaction improvements.

Marketing Effectiveness

• Incremental marketing ROI.
• Customer acquisition and conversion efficiency.
• Omnichannel and CRM campaign effectiveness.
• Marketing budget efficiency and campaign delivery.

Qualifications

• Bachelor's degree or higher in Marketing, Business Administration or a related discipline.
• Typically 5–8+ years of experience in FMCG brand management, consumer marketing, retail marketing or growth marketing.
• Proven experience developing brand strategies, marketing plans and consumer-focused product launches.
• Strong commercial understanding of sales, gross margin, customer penetration and marketing ROI.
• Experience with CRM, omnichannel marketing, shopper activation, digital marketing and consumer insights.
• Strong analytical, project management and cross-functional leadership capabilities.
• Ability to translate complex consumer and commercial data into practical marketing actions.
• Experience in private label, grocery retail, FMCG, food, beauty, home or lifestyle categories is advantageous.
• Comfortable using AI, marketing technology and data-driven decision-making tools.

CP AXTRA | Lotus's

CP AXTRA Public Company Limited.

Nawamin Office: Buengkum, Bangkok 10230, Thailand

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