Brand Manager

About Mitra Bukalapak

Mitra Bukalapak is Bukalapak’s O2O platform that empowers millions of warung owners across Indonesia through digital products, financial services, and distribution solutions. As the ecosystem grows, Mitra Bukalapak continues to expand into FMCG and new commerce opportunities to better serve Indonesia’s grassroots economy.

About the Role

As a Brand Manager at Mitra Bukalapak, you will lead the development and growth of FMCG brands focused on Indonesia’s General Trade market. From identifying winning categories to launching and refining products in the market, you will play an end-to-end role in building impactful solutions for warung owners across Indonesia. This role is ideal for someone who enjoys fast-paced, entrepreneurial, and 0→1 environments.

Job Description

• Identify high-potential FMCG categories and opportunities within the General Trade (GT) market.
• Develop brand strategy, product concepts, pricing, and packaging tailored to GT consumers.
• Design and execute GT go-to-market strategies, including distribution, margin structure, and warung penetration.
• Lead pilot launches, monitor market feedback, and iterate strategies to improve product-market fit.
• Collaborate with cross-functional teams including Commercial, Supply, Operations, and Marketing to drive execution.
• Analyze market trends, competitor activities, and consumer insights to support business growth decisions.

Job Requirements

• 3–7 years of experience in FMCG, preferably in Brand Management, Trade Marketing, or Category Management.
• Strong understanding of Indonesia’s General Trade (GT) ecosystem and distribution landscape.
• Experience in developing brand, product, pricing, or go-to-market strategies.
• Hands-on, creative, and commercially driven mindset.
• Strong analytical and problem-solving skills with ability to translate insights into execution.
• Comfortable working in a fast-paced, entrepreneurial, and 0→1 business environment.