Marketing Manager - Bangladesh

Role Summary

The Manager — Marketing, Bangladesh is accountable for translating global and regional brand strategy into a winning, Bangladesh-specific marketing plan, working under the direction of the Marketing Lead — Sri Lanka & Bangladesh. The role carries direct responsibility for reigniting the Taaza and Lipton brands in Bangladesh, and for bringing the Value Creation Plan (VCP) agenda to life on the ground by launching new entry categories — Quench & Refresh and Café @ Home.

This is a hands-on, strategically minded role that must localise global and regional direction into activity that earns the best possible return on Bangladesh's marketing investment, balancing brand-building ambition with the commercial realities of the local market.

Key Tasks in the Role

1. Brand Strategy & Localisation

• Customise global and regional brand plans (Taaza, Lipton, and new VCP categories) into a Bangladesh-specific marketing plan.
• Develop deep understanding of the Bangladeshi consumer, competitive and cultural context to sharpen local relevance.
• Identify the specific brand health, penetration and equity challenges facing Taaza and Lipton in Bangladesh, and build a strategic plan to reignite growth.
• Balance regional brand consistency with the commercial reality of the Bangladesh market.

2. New Category Launch — Quench & Refresh and Café @ Home

• Lead the Bangladesh go-to-market plan for new entry categories under the VCP agenda: Quench & Refresh and Café @ Home.
• Develop launch strategy covering positioning, pricing architecture, packaging, initial distribution and activation.
• Partner with Sales and Supply Chain to ensure launch readiness — availability, route-to-market alignment and initial stock.
• Track early in-market performance and iterate the go-to-market approach based on real-time learning.

3. Brand Marketing Investment (BMI) Management — Bangladesh

• Manage the Bangladesh BMI budget, ensuring efficient deployment across Taaza, Lipton, and new categories.
• Prioritise investment toward the initiatives with the strongest return, in a resource-constrained environment.
• Track and report marketing ROI, recommending reallocation where performance falls short of expectations.

4. Activation & Consumer Engagement

• Design and execute Bangladesh-specific consumer activations to drive brand trial, penetration and loyalty.
• Localise regional campaign assets for cultural and channel relevance in Bangladesh.
• Ensure flawless in-market execution across all consumer touchpoints, working with local agencies.

5. Trade & Shopper Marketing Alignment

• Co-create BTL plans with the National Sales Manager — Bangladesh and Trade & Shopper Marketing counterparts.
• Ensure marketing investment is integrated with commercial priorities and channel plans.
• Support the sales team with market-specific selling tools and category stories for new launches.

6. Agency & Partner Management (Bangladesh)

• Manage local creative, activation and media agency relationships within regional/global guardrails.
• Ensure agency output is high quality, on-brand and cost-efficient.
• Coordinate with the SL/BD Marketing Lead on any shared regional agency relationships.

7. Cross-Functional & Regional Coordination

• Act as the Bangladesh-based extension of the SL/BD Marketing Lead, ensuring regional strategy lands effectively on the ground.
• Collaborate with Bangladesh Commercial, Finance and Supply Chain teams on operational readiness.
• Provide market feedback and insight to regional/global teams to inform future brand and innovation strategy.

Stakeholder Management & Key Interfaces

Internal

• Marketing Lead — Sri Lanka & Bangladesh
• National Sales Manager — Bangladesh
• Regional Marketing Team
• Bangladesh Commercial & Finance Teams
• Supply Chain Team

External

• Creative, Activation & Media Agencies (Bangladesh)
• Research Agencies
• Retail & Distribution Partners supporting launch activity

Skills & Experience

• Bachelor's degree in Marketing, Business Administration or a related discipline.
• Minimum 5 years' experience in Marketing/Brand Management, ideally in FMCG, within Bangladesh.
• Experience launching new products or categories strongly preferred.
• Strong strategic thinking balanced with hands-on execution capability.
• Deep understanding of the Bangladesh consumer and retail landscape.
• Strong stakeholder management skills, able to work effectively with a regional line manager based outside Bangladesh.
• Budget management and agency management experience.
• Travel Required: 20%