Brand Manager (Kids Apparel Industry)

Job Description: Brand Manager

Key Responsibilities:

1. Brand Strategy and Planning:

 Develop and implement comprehensive brand strategies to enhance market positioning

and achieve business objectives.

 Set and execute brand planning calendars to ensure the timely completion of all

deliverables.

2. Cross-Departmental Collaboration:

 Coordinate with various departments to align brand initiatives, including Merchandising

Planning and Control, Visual Merchandising, Store Operations, Marketing, e-commerce,

and Franchise Management.

 Direct resources effectively to support brand objectives and initiatives.

3. Sales and Profitability Management:

 Establish and achieve sales, profitability, and cost control budgets and targets for the

brand.

 Analyze market trends, customer spending patterns, preferences, and merchandising mix

to inform product development and drive marketing innovation.

4. Brand Image and Customer Experience:

 Develop and maintain Gingersnaps' brand image and customer experience across all

online and offline touchpoints.

 Ensure consistent brand look and feel to enhance customer engagement and loyalty.

5. Brand Engagement and Marketing:

 Spearheaded the development and implementation of comprehensive brand engagement

strategies across multiple channels, including social media, influencer partnerships, key

opinion leaders, and targeted advertising.

 Establish relationships with key influencers, fan communities, and target market groups.

6. Market Analysis and Reporting:

 Analyze market trends, customer behavior, and category performance to make informed

recommendations and decisions.

 Provide regular reports to measure and evaluate sales, sell-throughs, stock levels, and

marketing activities.

7. Expansion and Growth Initiatives:

 Identify and recommend opportunities for brand and store expansions into new areas and

territories.

 Implement expansion strategies to drive brand growth and market penetration.

8. Performance Marketing

 Develop comprehensive digital marketing strategies aligned with business goals, target

audience demographics, and market trends. Collaborate with cross-functional teams to

ensure campaign alignment with overall marketing objectives.

 Execute digital marketing campaigns across various channels, including but not limited to

Google Ads, CPAS (Lazada, Shopee, Zalora), Meta advertising, display advertising,

YouTube, Tiktok, Red Book (Xiaohongshu) and email marketing (Klaviyo). Coordinate with

creative teams to develop compelling ad creatives and landing pages.

 Monitor, analyze, and optimize ad performance metrics for ROAS, CPA and other KPIs.

Utilized analytics tools such as Google Analytics, Meta Business Suite, Marketplace

Sponsored Solutions, and others to gain insights and identify optimization opportunities.

 Conduct A/B tests on ad creatives, landing pages, targeting parameters, and other

campaign elements to optimize performance. Implement iterative improvements based on

data-driven insights to increase campaign effectiveness and ROI.

 Collaborate with the E-commerce and product teams to align ads with product drops and

promotions.

 Build and manage funnels for retargeting, upselling, and new customer acquisition.

 Manage digital marketing budgets effectively, allocating resources across channels and

campaigns to maximize results within budget constraints. Monitor spending and adjust

allocations based on performance and strategic priorities.

 Utilize audience targeting tools and segmentation strategies to reach specific audience

segments with personalized messaging and offers. Continuously refine audience targeting

based on performance data and audience insights.

 Stay abreast of the latest developments and trends in digital marketing, including new

advertising platforms, technologies, and best practices—leverage industry insights to

innovate and optimize campaign strategies.

9. Content and Campaign Management

 Coordinate brand campaigns for both local and international audiences.

 Develop, plan content and deployment of photos, videos, and graphics across all retails

and digital platforms.

 Ensure cohesive messaging and visual direction across all touchpoints.

 Track customer engagement and feedback to refine messaging and targeting.

10. Cross-Platform Marketing

 Execute marketing activities on marketplaces, retail and online stores.

 Support local retail campaigns through digital push and promotional strategies.

 Develop and launch geo-specific campaigns and strategies for the Philippines and key

international markets.

11. Reporting and stakeholder communication

 Prepare regular performance reports and presentations for internal teams and

stakeholders, highlighting insights, campaign performance, and recommendations for

future optimizations.

 Communicate regularly with stakeholders to provide updates, gather feedback, and ensure

alignment with business goals.