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ekaterra - Brand Manager

Job ID:
Kuala Lumpur, Kuala Lumpur
Date posted:

Who we are…and what we do 

With an annual turnover of around €2bn, ekaterra is the world’s largest tea business, with world-class, purpose-driven brands such as Lipton, Pukka, Tazo, T2 and PG Tips. ‘eka’ is a word taken from the Sanskrit language which means unity and one purpose, while ‘terra’ represents the earth and nature. As ekaterra we are truly united in one purpose: growing a world of wellbeing through the regenerative power of plants.

In July 2022, CVC Capital Partners Fund VIII took over the full ownership of the ekaterra business from its previous owner, Unilever. As a standalone entity with a dedicated single-category focus, ekaterra is even better positioned to lead the tea industry, delivering higher growth and value, and a greater impact on the wider world. With 11 production factories in four continents and tea growing estates in three countries, ekaterra is a profitable and growing business whose brands reach hundreds of millions of consumers. It has a presence in over 100 countries.

Under the ownership of CVC, ekaterra has an exciting future ahead with opportunities for increased investments in our iconic brands, our people, and our capabilities.  Combining the strength and scale of our brands with a focus on speed and agility, ekaterra is brewing a corporate start-up mindset that’s opening-up new opportunities for its people to flourish every day.

At ekaterra, we put consumer love at the heart of every decision. We celebrate diverse thinkers who take personal ownership to connect ideas and make impactful things happen; people who share our values around humanity and courage and give their commitment to nurturing the wellbeing of all. In return, we offer a working culture that gives our people freedom and flexibility, and where they can grow both personally and professionally to master their field.

Be part of our amazing blend. Come and grow yourself and, in turn, help us to grow a world of wellbeing.

Your Role

This is an exciting opportunity to lead and drive ekarerra’s growth engine into the future! We're looking for a driven, proactive, creative and organized Brand Manager who will be responsible for leading the activation of our brand strategy in our SEA distributor markets (Philippines, Vietnam and Thailand) across consumer facing channels.

Using breakthrough thinking and category, consumer, brand and customer understanding to create a clear and ambitious growth vision and strategy for the assigned portfolio. This is a role of high strategic importance for the assigned portfolio. You’ll be part of the global marketing team working across a range of varied and exciting brand projects, from our big bang national advertising campaigns, through to building a standout brand experience across direct-to-consumer channels.

Your Key Tasks

  • Lead the development of the Brand Marketing Plan.

  • Lead a multi-functional team to implement plans in the marketplace and monitors the performance of the support plans.

  • Lead in innovation, activation, advertising, and promotion for deployment of Brand Marketing Plan and budget.

  • Lead in ongoing analysis and review of consumer, category, channel/customer, and competitive information as part of a situation assessment of brand performance and identify growth opportunity.

  • Support the business development team and distributors to provide brand materials, consumer insights & input into customer stories and customer development plans.

  • Support creation of the Integrated Business Plan based on viewing Category Strategy through the lens of the local market reality.

  • Budget managements of total marketing investment with clear tracking & ownership of budget.

  • Involve in launch management, building launch plans, customer sell-in and legal and regulatory issues.

  • Manage the assigned brand’s new product launch assessment and deployment in the local market, including P&L, pricing, place and positioning.

  • Creating & driving marketing campaign programs across Out of Home, retail and ecommerce with both above the line & below the line strategies

Stakeholder Management and key interfaces

Internal: Trade Marketing, Supply Chain (Regional, local), Finance, Business Development, Legal, Regulatory Affairs, PMO Rebranding, PMO Blossom & all key stakeholders across the functional teams.

External: Distributor Channel / Trade Marketing, external suppliers & agencies

Skills and Experience

Must have:

  • Bachelor’s Degree in Marketing or equivalent.

  • Minimum of 5 years’ experience in brand/product management/marketing, preferably in the consumer goods industry. 

  • Proven experience in developing and implementing effective and integrated brand plans.

Nice to have:

  • You are always obsessed with consumer intimacy and completely immersed in the world of the consumer, intimately understanding consumers' current needs and curious about future needs.

  • You are an excellent communicator and able to work in a multi-cultural environment.

  • You are equipped with media-savvy, particularly in digital marketing and know-how.

  • You are experienced in project and budget management.

  • You are a natural multitasker and enjoy working in a fast-paced environment

Who we are looking for

  • Leadership – ability to enable, envision, energize direct and indirect team – and drive for results

  • Bias for action, drive for results

  • Networking and influencing

  • Confidence and fearlessness to take decisions, exercise autonomy.

  • A strong sense of ownership and accountability

  • Organizationally and analytically strong

  • High level of resilience and problem solving.

  • Ability to inspire and motivate.

  • A dot connector.

  • Curiosity: A customer centric mindset.

  • You love to win, and have fun doing it.

  • Ability to perform under pressure.

  • Relevant values, drivers for this role

    • Performance and growth mindset

    • Agility to thrive in a volatile, uncertain, complex and ambiguous world

    • Flexibility to drive change

  • Transparency and openness

  • Passionate about Tea

What we can offer you

We believe that growth is for everyone, we believe in growing leaders and making space to grow an owner’s mentality and like nature we adapt, we change and we grow. We believe in connections over hierarchies and work levels. We have a 'corporate start-up' approach; we act with speed and agility and we have the strength and scale of a large corporation. We are building a better world of wellbeing and a better you.

Excited about the Role?

Please apply online by clicking on “Apply” below. Your application will be reviewed against our requirements. Should you not meet our immediate requirements, your profile will be registered in our talent pool system and we will match your profile to suitable future vacancies.

You will be able to access your status update through the candidate tracking link.

Thank you for your interest and application. Should you require additional information, please contact Min Jie Lee via

ekaterra is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. We are interested in every individual bringing their whole self to work and this includes you! Therefore if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.

Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.

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