Manager, Regional Brand Marketing (Corporate Brand)

Get to know our Team:
The regional brand team are shapers and guardians of the Grab positioning & identity. We are also responsible for driving regional campaigns, frameworks, and best practice to help build a distinctive and well-loved brand in SEA.

Get to know the Role:

We are looking for someone with a strong strategic brand & comms planning background. 

Someone with experience developing brand and comms strategy at a regional/ global scale, someone who has considerable knowledge and experience of the SEA market, the media and cultural landscape. You enjoy finding insights in data or numbers that people easily miss, have the ability to make creative briefs sing, proficient in comms planning and is able to direct and add value to media strategies. 

In this role, you will drive strategic thinking and planning to bring our corporate social mission to life, lead campaign planning for regional campaigns / initiatives to enhance our corporate reputation, as well as deploy processes and systems to ensure a unified and consistent brand identity across the region.  

This role is an individual contributor role, working closely with PR, social impact (SI), creative, and country marketing teams where relevant. You will also partner closely with a marketing operations lead to help bring your brand thinking to life.

The day-to-day activities:

40% Brand Strategy Lead - Corporate Social Mission [GrabForGood]

Closely collaborate with the SI, PR, Public Affairs teams to: 

• Develop the strategy and annual brand plan to bring to life our corporate social mission both internally and externally. Solutions will include but are not limited to communications but also outreach programs, training modules, experiences etc 

• Identify potential brand partnerships and develop respective comms / activation strategies to further our cause(s) 

• Create regional communication frameworks and guidelines to help guide country marketing push our social mission agenda more creatively and effectively 

40% Campaigns Planning Lead - Regional Brand Campaigns 

• Design campaigns and go-to-market strategy for regional campaigns to deepen affinity and trust for the corporate brand. (Includes but is not limited to GrabForGood initiatives). This includes the development of creative brief, media strategy and selection, campaign budget allocation, audience targeting, flighting strategies, ad formats and ad optimisations

• Oversee the roll-out of such campaigns, ensuring the integrity of the strategy and idea - working closely with the brand marketing operations lead  

• Identify opportunities and moments to create spikes of fame for the Grab brand

20% Brand Management Support 

• Be the go-to point person on Grab’s brand architecture blueprint (naming structure, identity systems), workflow and processes 

• Provide support for naming/ positioning/ identity development where necessary

The must haves:

• Experienced Brand and Comms Planning Expert: you would already have a great portfolio of work across the spectrum of communications: brand repositioning, new product launches, interesting comms twist on sales promotions, turning insights into ideas. Experience in brand-purpose / social mission work that lives beyond communications is a bonus
• Bring an informed POV about marketing effectiveness measurements – especially how to link marketing metrics more closely with business outcomes
• Curiosity about emerging trends and disruptions across a wide spectrum of marketing thinking, tools and technologies and be able to give an informed point of view on how they could impact Grab marketing
• Chaos herder and Silo crosser: has a track record of successfully collaborating with cross-functional stakeholders to develop and enforce friction-reducing processes and cadences. Strong desire to drive continuous improvement, there’s always a smarter, faster, better way things could work
• Highly organised: Strong forward planning mindset and sound time management skills to tackle both urgent short-term tasks and important long-term tasks within compressed timeframes in a deadline-driven now now now organization
• Hands-on, hardworking, hunger, heart and humility: motivated by a business in its ‘building phase’ and able to thrive in an environment with a ‘start-up’ culture. Team player that is comfortable to rely on informal leadership structures
• Cross-media subject matter expertise: Demonstrate knowledge of media and how  (especially all forms of digital - display, search, social, programmatic, content and influencer marketing). You are fluent in what’s possible vs what’s practical: e.g. you’ve got hands on experience in audience targeting, trigger and event based signals, and also be able to give practical working guidance as to these limitations. Can advise generalist marketing teams on which types of targeting work best for what kinds of media/products/audiences/campaign types