Brand Manager Anua (Thailand)

Ripples Commerce is Thailand’s leading and fastest-growing Social Commerce agency and e-commerce enabler, consistently ranked as the #1 TikTok Shop Partner in the country.We build full-funnel commerce and marketing solutions designed to scale brands across TikTok, Shopee, Lazada, and beyond. From strategy to execution, we transform creativity into conversion and content into measurable growth.In just over two years, we’ve grown from a 20-person startup to a 200+ strong team, working with local heroes and some of the world’s most iconic brands. At Ripples, we’re not just riding the future of commerce — we’re building it

About Brand

Anua is a Korean skincare brand redefining clean, science-led beauty — built on dermatologically tested formulas and hero ingredients like Heartleaf and Niacinamide. From a single iconic toner to a globally loved portfolio, Anua has become one of the fastest-growing K-beauty brands in the world, with a passionate community across Korea, the US, Japan, and Southeast Asia.

In Thailand, Anua is already an established and beloved brand — and we're now entering a decisive growth phase. Today, we're scaling up on Shopee, Lazada, TikTok Shop, and our DTC and social commerce channels. Tomorrow, we'll expand into modern trade (Watsons, Boots, Eveandboy). We're building a Thailand brand team that pairs creative ambition with commercial rigor — and we're looking for a Brand Manager to lead the next chapter.

About The Role

As Brand Manager — Thailand, you'll own Anua's brand, marketing, and commercial growth across the Thai market, with a strategic eye on broader SEA opportunities. You'll lead a team of approximately 3 direct and indirect reports across brand, marketing, and e-commerce, partnering closely with global HQ in Korea, internal functions teams, strategic partners, and the major commerce platforms. This is a high-impact, hands-on leadership role — perfect for someone who thinks like a brand strategist, executes like a campaign lead, and lives in the data like a performance marketer.

Key Responsibilities

• Brand Strategy & Positioning: Translate Anua's global brand DNA into a localized brand strategy for Thailand. Own positioning, messaging frameworks, hero product narratives, and the long-term brand health roadmap.
• Marketing Campaigns & GTM: Plan and execute integrated 360 campaigns across product launches, hero SKU activations, and seasonal moments. Lead go-to-market for new launches from concept through post-launch review.
• Social Commerce & Creator Ecosystem: Own Anua's social commerce engine in Thailand — livestream, affiliates, short video, and creator-led activations. Design always-on creator programs, livestream calendars, and short-video content systems that turn culture into commerce. Build a deep bench of KOL, KOC, and affiliate partners and the creative playbooks to keep them performing.
• E-commerce & Retail Activation: Drive growth across TikTok Shop, Shopee, Lazada, and DTC/social commerce today; build the playbook for entry into Watsons, Boots, Eveandboy, Sephora, and department stores tomorrow. Own merchandising, promo calendars, platform campaigns, and channel-level P&L.
• Creative Activation: Translate brand strategy into scroll-stopping creative — briefs, hooks, and content systems built for Thai social platforms. Partner with creators, agencies, and in-house teams to ship high-velocity, high-quality output.
• Performance Tracking & Insights: Monitor brand and commercial KPIs across channels, run rigorous post-mortems on campaigns and launches, and turn insights into the next plan. Build dashboards the team and HQ can rely on.
• Cross-Functional Collaboration: Partner with Korea HQ, local distributor and agency teams, KOLs and creators, and platform account managers to deliver campaigns that are on-brand, on-time, and on-target.
• Team Leadership & Talent Development: Lead, coach, and grow a team of :3, set clear objectives, and build a culture of ownership, learning, and high standards.
• SEA Market Intelligence: Stay close to consumer, category, and competitor signals across SEA. Partner with HQ to inform Anua's broader regional roadmap and identify expansion opportunities.
• Budget & Financial Stewardship: Manage the marketing budget responsibly, prioritize spending by ROI, and contribute directly to topline and margin objectives.

• 5+ years of relevant experience in brand management, marketing, e-commerce, or trade marketing — with at least 2 years at the manager level.
• Beauty / skincare / personal care industry experience is required; K-beauty or Korean brand experience is a strong plus.
• Native or fluent Thai, with strong working-level English (you'll work directly with Korean HQ and regional teams).
• Proven track record growing brands on TikTok Shop, Shopee, and Lazada, with hands-on experience across livestream, affiliates, short video, and creator/KOL programs — you understand how the social commerce flywheel actually spins.
• Data-focused with advanced Excel / Google Sheets skills; comfortable with platform analytics, attribution basics, and reporting cadences.
• AI fluency is a baseline expectation, not a bonus. You actively use AI tools (ChatGPT, Claude, image/video generators, analytics co-pilots, automation tools) to scale creative output, sharpen briefs, accelerate research, and unlock decisions you couldn't make as fast otherwise.
• People-leadership experience, with a track record of developing direct reports.
• Strong commercial mindset, bias for action, and the ability to operate independently in a fast-paced, high-growth environment.
• Deep understanding of Thai consumer culture, beauty trends, and the SEA retail/e-commerce landscape.

• Lead the Thailand chapter of one of the fastest-growing global K-beauty brands — at the moment that defines the next phase of growth.
• Become a true expert in the world's most advanced social commerce playbook — livestream, affiliates, short-video, and creator activation — in the market that's setting the global benchmark for K-beauty.
• Work at the leading edge of AI-powered marketing — building creative, content, and decision-making systems that most brands haven't figured out yet.
• End-to-end ownership of brand, marketing, and commercial outcomes — from strategy through execution.
• Direct line to global HQ in Korea, with real influence over SEA-wide brand and category decisions.
• Build and grow a high-performing local team that sets the standard for K-beauty marketing in Thailand.
• A clear mandate to expand into modern trade and premium beauty retail — your work here defines Anua's offline footprint.
• A brand people genuinely love, and a founder-mindset team that ships fast and learns faster.