About the Company:

Our client is an innovative brand in the global atomization and vaping sector, part of GAP VAPE Technology Co., Ltd., based in Shenzhen. With operations in Jakarta for its Indonesia branch, they specialize in independently developing affordable, user-focused vape devices, emphasizing sleek design, advanced nano-coil technology, long-lasting batteries, and robustness.

It traces its roots back to 2013 when its parent company, Joiway Technology, was founded in Guangzhou, China, marking the start of its journey in consumer electronics and vaping devices. However, the JOIWAY brand itself was launched later—in early 2020—when the founder, re-registered her company as GAP VAPE Technology Co., Ltd. and introduced JOIWAY as its own R&D-driven vape brand.

As a fast-growing, tech-driven brand, JOIWAY offers a dynamic environment for professionals in R&D, product design, marketing, digital content, and operations. With recent Jakarta-based hires, they’re scaling key functions and looking for vision-aligned talent.

Role Overview:

The client is seeking an experienced and visionary Brand Manager (Mandarin Speaker) to lead and elevate their brand presence across diverse markets. In this strategic role, you will be responsible for shaping brand equity, executing integrated marketing campaigns, and ensuring consistent brand exposure across both digital and traditional media channels.

Your expertise in digital marketing, ATL/BTL strategies, and ROI-driven campaign planning will be essential for driving consumer engagement and market growth. You will collaborate closely with creative, research, and product teams to develop compelling brand narratives that align with business goals, while also managing marketing budgets and leading cross-functional teams. Proficiency in Mandarin and strong cross-cultural communication skills are critical, as you’ll be working with stakeholders across regions to ensure cohesive brand execution.

Key Responsibilities:

• Missions:
• Build brand equity, ensure consistent brand exposure and contact across all media, boosting purchase demands.
• Marketing Expertise:
• Experience with digital marketing, including social media, SEO, KOL and viral marketing;
• Familiar with ATL marketing, including TV, print, outdoor, cinemas, digital ATL;
• Experience with BTL marketing, including sales promotions, POSM and exhibitions;
• Strong presentation, thematic campaign and media planning skills.
• Technical Proficiency:
• Proficient in social media analytics;Knowledge of design software (Adobe Creative Suite);
• Understanding of e-commerce and digital branding trends.
• Strategic Thinking:
• Knowledge of marketing principles (positioning, segmentation, customer behaviour, communications);
• Strong market research and competitive analysis skills;
• Data-driven and sales oriented decision-making.
• Creativity:
• Strong visual and verbal branding skills, giving directions to designers and copywriters;
• Ability to align brand stories and advertising themes with business objectives.

Candidate Requirements:

• Degree: at least Bachelor’s Degree in related fields.
• Years of Experience: at least 8 years of experience in Marketing, with at least 5 years experience in managing the Brand Team, including budget management and ROI optimisation.
• Language: English (conversational and written), Mandarin (conversational and written).
• Technical Knowledge:
• Strong grasp of branding, customer behavior, and market segmentation
• Experienced in digital (social media, SEO, KOL) and traditional (TV, print, events) marketing
• Skilled in campaign planning with ROI and performance metrics focus
• Technical Expertise:
• Able to lead 360° brand campaigns aligned with business goals
• Experienced in budget management and cross-functional team leadership
• Capable of guiding creative teams in brand storytelling and execution
• Tools: Proficient in social media analytics and marketing platforms
• Familiar with Adobe Creative Suite (Photoshop, Illustrator, etc.)
• Understanding of e-commerce platforms and digital branding tools
• Professional Quality:
• Strategic thinker – able to align branding with long-term business objectives
• Creative and innovative – skilled in generating fresh, impactful campaign ideas
• Analytical mindset – data-driven, with strong decision-making based on insights
• Strong leadership – capable of guiding teams and influencing stakeholders
• Culturally adaptive – effective in cross-cultural environments, especially Mandarin-speaking markets