Duties & Responsibilities

• Lead and manage the overall brand direction, marketing strategy and campaign planning for CU Malaysia.
• Develop annual, quarterly and monthly marketing calendars for CU, including product launches, festive campaigns, tactical promotions and brand-building initiatives.
• Plan and execute marketing campaigns from brief development to final rollout across in-store, social media, digital platforms and other customer touchpoints.
• Work closely with category, merchandising, operations, creative, customer service, suppliers and external partners to ensure smooth campaign execution.
• Develop clear campaign briefs with objectives, target audience, key messages, product focus, POSM requirements, social content direction and timelines.
• Support new product launches by identifying strong selling points, product USPs and customer-facing communication angles.
• Ensure all CU food, beverages, snacks, desserts and promotional items are communicated in an appealing, clear and commercially effective way.
• Guide creative development for campaign key visuals, POSM, TV displays, social media content and other marketing materials.
• Review creative work to ensure it is on-brand, visually appealing, accurate and aligned with CU’s brand identity.
• Work with the trade marketing / outlet merchandising team to strengthen store-level visibility through effective POSM placement, menu boards, shelf communication, TV displays and promotional areas.
• Conduct outlet visits to understand customer behaviour, store execution, visibility gaps and opportunities for improvement.
• Plan social media content direction for CU, including reels, stories, static posts and engagement-led content.
• Monitor competitor activities, market trends, customer feedback and campaign performance to identify new opportunities.
• Track campaign effectiveness and prepare post-campaign reviews with learnings and recommendations.
• Support budget tracking, quotation requests, supplier coordination, campaign documentation and internal reporting.
• Ensure all marketing activities support CU’s business objectives, brand positioning and customer engagement goals.

Job Requirements

• The Brand Manager – CU is responsible for driving the growth, relevance and performance of CU Malaysia through strategic brand planning, campaign management, product launch communication and store-level marketing execution.
• This role acts as the main marketing owner for CU and is expected to translate business objectives into clear, engaging and sales-driven campaigns that connect with customers across both in-store and digital touchpoints.
• The Brand Manager must have strong retail marketing sense, good creative judgement and the ability to understand how campaigns work at store level. This includes knowing how to communicate products clearly, create appetite appeal, improve POSM visibility, support outlet execution and drive customer trial and purchase.
• The role requires close collaboration with internal teams such as category, merchandising, operations, creative and customer service, as well as external suppliers and business partners. The Brand Manager must be hands-on, organised and able to manage multiple campaigns, product launches and deadlines in a fast-paced retail environment.
• The ideal candidate should be commercially minded, creative, detail-oriented and passionate about food, retail, customer behaviour, social media trends and Korean convenience store culture, with a minimum experience of 5 years in the retail industry or FMCG.