This role requires the candidate to work in Jakarta Utara, Indonesia

Client Overview:

Our client is one of the largest and most established beer companies in Indonesia, holding the #2 market share nationwide. Privately held and financially strong, the company has maintained steady growth over the past years, supported by a loyal customer base, strong national distribution, and strategic presence in modern trade, HORECA, tourism hubs, and entertainment venues.

The company operates a large-scale brewery facility and manages its commercial operations from the head office. With a portfolio of well-recognized beer brands across mainstream, premium, and niche categories, they focus heavily on creative marketing, brand storytelling, nightlife activations, and experiential promotions.

Job Role:

The Brand Manager will lead brand-building, consumer activation, and marketing strategies for the company’s portfolio. This role combines strategic brand ownership, field-based consumer insights, and hands-on execution of campaigns and nightlife activations. The Brand Manager will collaborate closely with sales teams, creative partners, and clubs/bars to strengthen market presence and drive commercial results.

Marketing in the alcoholic beverage industry requires high creativity, strong regulatory awareness, and the ability to craft impactful brand strategies while navigating advertising restrictions. The Brand Manager must be comfortable with the nightlife ecosystem, on-ground promotions, engagement with clubs and bars, and joint efforts with sales teams to enhance brand visibility and consumer preference.

Key Responsibilities:

• Develop and implement annual brand plans, strengthen brand positioning, identity, and communication, and monitor market trends, competitor activity, and consumer behaviors.
• Lead 360° marketing initiatives including digital, influencer, POSM, and on-ground activations.
• Manage nightclub, bar, lounge, café, festival, and roadshow activations with the sales team.
• Oversee creative materials, event concepts, sampling activities, and brand experiences.
• Conduct frequent market visits with Sales teams to ensure brand visibility, placement, and promotions are executed according to guidelines.
• Manage relationships with nightlife partners, event organizers, distributors, and key outlets.
• Collaborate with Sales, Commercial, Event Marketing, Digital, and Supply Chain teams, as well as external agencies, promoters, and KOLs.
• Manage brand budgets, track campaign performance and ROI, optimize resource allocation, and prepare regular reports for senior leadership.

Candidate Requirements:

• Bachelor’s Degree in Marketing, Business, Communications, or related field.
• Minimum 5 years of managerial experience in FMCG marketing, brand management, or trade marketing.
• Prior experience in alcoholic beverages or nightlife-related FMCG, such as energy drinks, vape, or cigarettes.
• Comfortable working closely with sales teams in bars, clubs, lounges, and late-night environments.
• Strong creativity, particularly in industries with strict advertising regulations.
• Highly mobile, energetic, and comfortable with frequent travel.
• Strong skills in consumer segmentation, brand positioning, and campaign planning.
• Familiarity with experiential marketing, event activations, out-of-home (OOH), and digital marketing.
• Data-driven mindset with the ability to analyze brand performance metrics.
• Proficient in English (reading, writing, and speaking).

Job Code: #524