Senior Brand Manager

The Senior Brand Manager plays a strategic role within the Merchandising department, leading brand development, private label innovation, and category differentiation initiatives that enhance the customer experience and support business growth. This position combines consumer insight, product strategy, and cross-functional collaboration to drive impactful merchandising decisions that align with evolving shopper needs. The ideal candidate has experience working in a fast-paced retail or consumer goods environment and excels in turning market data into actionable, brand-forward strategies that improve both performance and perception.

Responsibilities:

• Lead brand strategy initiatives to strengthen category identity, customer loyalty, and product differentiation within the merchandising portfolio.
•  Drive private label development efforts, collaborating with buyers, suppliers, and internal stakeholders to ensure alignment with brand positioning and business goals.
• Use consumer insights, market research, and sales data to identify opportunities for innovation, product expansion, and enhanced customer relevance.
• Partner with the Marketing team on packaging, storytelling, seasonal campaigns, and promotional strategies that reflect brand values.
• Support merchandising teams in optimizing product selection, presentation, and in-store experience in alignment with brand standards.
• Establish and maintain brand guidelines for merchandising-led categories, ensuring consistency in quality, messaging, and customer perception.
• Evaluate vendor proposals and product opportunities through a brand lens to ensure alignment with customer expectations and category vision.
• Track KPIs related to brand performance, category penetration, customer engagement, and private label sales.
• Share industry best practices and strategic recommendations to elevate merchandising innovation and operational efficiency.
• Collaborate cross-functionally with departments such as Store Operations, Marketing, Supply Chain, and Compliance to ensure seamless execution of initiatives.
• Perform other duties as assigned by management.

Qualifications:

•  A Bachelor’s degree in Business, Merchandising, Marketing, or a related field.
•  6 - 10 years of experience in brand management, product strategy, or category leadership within a retail or consumer packaged goods environment.
•  Demonstrated success in developing or managing private label programs, shopper-focused branding, and merchandising innovation.
•  Bilingual in English and Mandarin is preferred.
•  Familiarity with Asian grocery products, cultural preferences, and market trends is a plus.
•  Proficiency in Microsoft Office Suite (Word, Excel, PowerPoint)
• Strong negotiation skills for securing optimal contracts and pricing with suppliers.
• Proficient in analyzing sales data and market trends to inform purchasing decisions and optimize inventory.
• Experienced in building and maintaining vendor relationships to ensure product quality and timely delivery.
• Excellent verbal and written communication skills for effective collaboration with suppliers and internal teams.
• Proven ability to manage multiple projects concurrently, ensuring timely execution of purchasing and merchandising strategies.