Brand & Communications Manager APAC

Ready to lead, disrupt and reinvent the sleep industry?

We are Emma – The Sleep Company. Created in 2013, we are now the world's largest D2C sleep brand, available in over 30 countries and recommended by many consumer associations in EMEA, APAC, and the Americas. We're pushing the boundaries of technology to transform the world of sleep and we want your help to pull it off.

We're a highly ambitious, hard-working team that pushes you to produce your best work yet. We focus on how we approach problems, we chase growth, and set ambitious goals. Want your ideas to have an impact and your career to grow? Then Emma is the right place for you.

The main responsibility of the Brand & Comms manager is to effectively grow the Emma Brand’s equity and consumer preference in the APAC markets we operate in. An effective collaborator, the Brand & Comms manager of APAC shall champion the APAC markets when working with the global brand teams, and shall also champion the global brand strategy when collaborating with the different country teams. 

The Brand & Comms manager should be obsessed with building the brand, and passionate about putting the customer at the center of all strategic and tactical business decisions. 

What You'll Do

• Knowing the Customer 
• Gathers local consumer insights: collect and analyze local consumer data to develop a comprehensive understanding of who our customers are. Works closely with the global Customer Insight team to interpret and utilize existing data and insights but also knows when to collect new insights when needed. 
• Facilitates the understanding of insights:ensures that local consumer insights are effectively communicated to the various teams to inform consumer-centric marketing strategies. 
• Drives a consumer-centric mindset: fosters a culture focused on the consumers through analyzing various sources of consumer data (NPS scores, customer reviews, social listening insights) and sharing knowledge broadly. 
• Identify trends and patterns in consumer sentiment and preferences specific to the local markets we operate in. 




• Co-develop the Local Brand Strategies 
• Analyzes the global brand strategy and determines which elements are most relevant to the local market. Prioritize focus areas based on local consumer insights and market conditions. 
• Define Positioning: assess current marketing positioning within the context of the global strategy. Identify specific areas for improvement in brand perception based on local data. 
• Thinking local but acting global: Champions and guards the global brand image and strategy while in collaboration with local teams 




• Executes the Marketing Strategy 
• Develop and Execute Initiatives: implement initiatives aimed at driving preference and aligned with the local brand strategy. Build campaign calendars that consider both the global brand strategy and the local cultural context. 
• Integrate cultural relevance: ensure all marketing materials resonate with local needs whilst remaining on-brand.
• Build communications strategy: build the whole customer journey and create a messaging hierarchy that resonates with the local consumers while maintaining brand consistency. 
• Align with broader global teams: collaborate with global brand managers to drive synergies and scale learnings 




• Measurement & Analysis 
• Monitor brand health: regularly evaluate brand health metrics to gauge consumer sentiment and brand awareness, preference, and associations over time. Reports and shares analysis regularly and broadly. 
• Measures the impact of 4Ps: analyze how pricing, product, placement, and promotion initiatives all affect brand perception. Collaborate with those who drive the other Ps of marketing in the local markets. 
• Optimize Initiatives Based on Data: measures initiative impact on brand metrics and optimizes accordingly. 

Who We're Looking For

• Passionate in building brands and knowing more about the target consumer 
• Strong project management skills – ability to manage multiple projects and workstreams with multiple markets, stakeholders, and cross-functional teams.
• Strong business acumen and problem-solving skills to work with commercial teams on analyzing performance to optimize category’s performance via web shop/portfolio/communication tests.
• Excellent written and verbal communication skills with the ability to craft clear, compelling messaging for internal stakeholders and end consumers. 
• Proven ability to ideate and execute go-to-market strategies and marketing campaigns that drive customer engagement and profit. 
• Solid experience with market research, customer insights, and competitive analysis. 
• Data-driven mindset with experience in using analytics tools to measure campaign performance and knows how to optimize efforts from the numbers.
• An effective collaborator. Can manage multiple stakeholders and opinions. 

Become an Emmie

Emma is transforming the world of sleep - and we want the highest-performing people to help us pull it off. We want you. But only if you're willing to go all in. Only if you're willing to question, disrupt, innovate, and create from the ground up. ​

We proudly celebrate diversity. We are an equal-opportunity employer committed to promoting inclusion in our workplace. We consider all qualified applicants for employment without regard to race, ethnic origin, religion or belief, gender, gender identity or expression, sexual orientation, national origin, disability, or age.

Our aim is to get back to you in a couple of days, however, we are currently receiving a large number of applications and this might lead to a delay in the process. We will get back to you as soon as possible!