Brand Marketing Lead

**Company Description**
Carousell Group is the leading multi-category platform for secondhand in Greater Southeast Asia on a mission to make secondhand the first choice. Founded in August 2012 in Singapore, the Group has a leading presence in seven markets under the brands Carousell, Carousell Media Group, Cho Tot, Laku6, LuxLexicon, , OneShift, REFASH and Revo Financial, serving tens of millions of monthly active users. Carousell is backed by leading investors including Telenor Group, Rakuten Ventures, Naver, STIC Investments, 500 Global and Peak XV Partners (formerly known as Sequoia Capital India).
As a team of passionate individuals working together to solve meaningful problems, there is so much more for you to discover in a career with Carousell. Our culture is made up of hiring, developing, and promoting people who embody our values of HEART, which is an acronym for Humility, Empathy, Accountability, Relentlessly resourceful and Teamwork. Together as an organisation, we make magic happen.
**Job Description** About the Role**
The Brand team at Carousell is responsible for driving scaled communications and building brand affinity and love for Carousell through efficient and effective marketing across our 6 markets.
You will be responsible for making Carousell a well-loved and differentiated brand in order to make secondhand, first choice.
You will get to work collaboratively with cross-functional teams such as design, country and category marketing, PR/communications, product and external media and creative agencies.
If you're looking to drive scale, solve problems with creative solutions and you're not afraid to get your hands dirty with going deep into culture, social platforms, experimentation and data, this is the adventure for you
**Roles & Responsibilities**
Based in our APAC regional headquarters in Singapore, you will lead the Centre of Excellence (COE) brand team. You will also play a consultant to category marketing who report into business leaders and hold P&L responsibilities. You will report to the Head of Marketing who will be responsible for training and career progression.
1/ Brand strategy and management
- Lead the crafting of the narrative about Carousell as it evolves from a classifieds to Recommerce business. This includes (i) socialising it, (ii) bringing it to life across all consumer facing touch points including product and (iii) running marketing campaigns. Your stakeholders will be the founders, senior leaders, external agencies, internal employees and consumers.
- Build brand guidelines for new features and services such as visual identity guides and tone of voice guidelines.
- Be an internal advocate for what the brand stands for - our personality, purpose, and tone of voice. Assist in ensuring that brand guidelines are adhered to and consistently applied
- Work closely with various in-house teams like local marketing, PR, performance marketing, product to bring the brand to life in all touchpoints.
2/ Campaign management and execution
- Develop and lead creative, social, and/or influencer agency partners, fostering highly productive partnerships to deliver excellent quality across strategy, campaign conceptualization to final delivery of material, planning scope of work, conducting legal checks.
- Managing budget distribution including agency contracts and negotiation.
- Inspire ideation and thinking, dissect briefs and map out creative strategies across the different marketing channels.
- Hold the best practice for integrated campaigns to drive excellence in key markets - mainly Singapore, Hong Kong, Taiwan, Philippines, Malaysia.
- Lead and manage social as a channel across Facebook, Instagram and TikTok.
3/ Measurement
- Manage analytics and reporting for your campaigns, working closely with the brand tracking agency, media agency, data and internal channels to track impact on brand perception metrics and business impact.
- Take ownership of brand tracking when it comes to conceptualisation of questionnaires, fielding, tracking and reporting to stakeholders on performance.
**Qualifications**
- At least 5 years of experience in a brand role within a consumer marketing setting.
- Previous experience working with regional teams in SEA or APAC.
- Experience in brand tracking and working with research agencies.
- Experience building brand foundations end-to-end - from positioning, brand guidelines, tone of voice principles etc.
- Strong communication, storytelling and presentation skills with an ability to articulate a vision, strategy or idea clearly and concisely.
**Additional Information