Senior Brand Executive

Role Overview

The Senior Brand Executive is a pivotal role responsible for driving ROMI's brand growth, marketing strategy, and product commercialisation across all channels. You will lead end-to-end brand and marketing execution — from product development and launch management to trade activations, retailer partnerships, and campaign delivery. This role requires a strategic thinker with strong executional capabilities, a deep understanding of the beauty industry, and the ability to work cross-functionally across product, operations, creative, and retail teams.

Responsibilities

1.  Brand Strategy & Business Planning

·       Develop and execute long-term brand strategies, channel strategies, and brand positioning aligned with business goals and growth plans.

·       Lead annual planning including sales forecasting, launch projections, marketing calendars, and budget planning.

·       Analyse sales performance, market trends, consumer behaviour, and competitor offerings to identify opportunities for growth and differentiation.

·       Drive revenue growth across e-commerce, retail, pop-ups, Sephora, and multi-brand channels.

·       Enforce brand guidelines across all customer touchpoints — from visual identity and messaging to packaging and in-store presence.

2.  Product Development & Launch Management

·       Work closely with Korea manufacturers on product development including formula development, texture benchmarking, ingredient selection, and product claims.

·       Coordinate with manufacturers on INCI lists, product registration documents, testing timelines, and launch readiness.

·       Work with packaging suppliers and manufacturers on packaging sourcing, artwork timelines, compatibility testing, and production schedules.

·       Manage end-to-end product launch timelines across product development, packaging, operations, marketing, and retail teams.

·       Monitor launch feasibility and ensure timelines are aligned across all departments, escalating risks proactively.

·       Manage product forecasting, replenishment planning, and reordering to support launches, retail expansion, and ongoing business growth.

3.  Campaign & Marketing Execution

·       Lead end-to-end planning and execution of all product launches, campaigns, and brand activations across online and offline channels.

·       Manage launch timelines across product development, operations, creative, CRM, and retail teams to ensure timely execution.

·       Plan and oversee marketing campaigns across digital, social, print, and retail media to maximise reach and ROI.

·       Oversee sampling management, product registration, and overall launch readiness.

·       Ensure seamless execution of retail animations, campaign rollouts, POS openings, pop-ups, and Sephora activations.

4.  Trade Marketing & Retail Activations

·       Develop tailored trade marketing and promotional calendars for specific retailers, wholesalers, and distribution partners.

·       Manage the design and distribution of Point-of-Sale (POS) materials, shelf talkers, end-cap displays, and in-store visual merchandising to drive visibility.

·       Build and maintain strong relationships with key trade partners, including Sephora, to secure premium shelf space and support joint business planning.

·       Develop and execute go-to-market strategies across digital, retail, and trade channels including digital campaigns, influencer seeding, retail promotions, and brand collaborations.

·       Allocate trade marketing budgets across channels and rigorously analyse data to measure sales impact and effectiveness.

5.  Public Relations, Influencer & Brand Communications

·       Plan and execute Public Relations and influencer seeding strategies to build brand awareness and drive engagement.

·       Oversee brand collaborations and partnerships that are aligned with ROMI's brand values and target audience.

·       Support the content and creative team in ensuring all brand communications — social media, campaigns, packaging copy — are on-brand and consistent.

·       Keep abreast of beauty industry trends, consumer insights, and competitor activity to inform brand direction.

6.  Forecasting, Budgeting & Operations

·       Manage sales forecasting, stock planning, replenishment planning, and sampling allocation across launches and campaigns.

·       Monitor product inventory levels and coordinate reorders with manufacturers and suppliers.

·       Manage and allocate marketing budgets effectively, maximising ROI on all promotional activities.

·       Support overall P&L management and provide regular performance reports and insights to senior leadership.

·       Work closely with operations and supply chain teams to ensure smooth execution and timely launch delivery.

Requirements & Qualifications

Education & Experience

·       Degree in Marketing, Business, Communications, or a related field.

·       3–5 years of experience in brand management, marketing, or a related role; experience in beauty, skincare, or FMCG is strongly preferred.

·       Proven track record of managing product launches end-to-end, from development through to retail execution.

·       Experience working with Asian (preferably Korean) manufacturers and managing cross-border product development is a strong advantage.

·       Prior experience with key retail accounts such as Sephora or similar beauty retailers is highly desirable.

Skills & Competencies

·       Strong strategic thinking combined with hands-on executional ability — equally comfortable setting direction and getting things done.

·       Excellent project management skills with the ability to manage multiple launches and campaigns simultaneously.

·       Proficient in data analysis and performance reporting; able to translate insights into actionable strategies.

·       Strong communication and stakeholder management skills, with the ability to work cross-functionally across product, operations, creative, and retail teams.

·       Sound understanding of digital marketing, social media, and influencer marketing landscapes.

·       Proficient in Microsoft Office (Excel, PowerPoint, Word); familiarity with e-commerce platforms (Shopify) is a plus.

Personal Attributes

·       Highly organised with strong attention to detail and the ability to manage competing deadlines.

·       Creative and commercially minded — able to balance brand vision with business results.

·       Proactive and self-driven, with a strong sense of ownership over outcomes.

·       A collaborative team player who thrives in a fast-paced, dynamic environment.

·       Passionate about beauty and consumer trends, with a genuine interest in building a growing brand.