Evolution of a
Brand Manager
KEYNOTE
Rikhia Chakraborty
REGIONAL CATEGORY MARKETING MANAGER
RECKITT
SINGAPORE ~ SEPTEMBER 15 - 16, 2022
DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore

Who am I ? And why am I
relevant?
oManagement Trainee at GSK Middle East
oJunior Brand Manager at GSK Middle East
oRegional Brand Manager GSK SouthEast Asia
oGlobal Senior Brand Manager Reckitt
oRegional Category Marketing Manager SouthEast Asia- Reckitt

Who are we now?
Pre 2014
Traditional
Marketing Focus
2015
Mimicking look-alike
audiences- Facebook*
2018
Can there be a “digital
only” campaign?
2022
No Turning back
https://www.matchnode.com/blog/history-of-facebook-ad-strategy/#:~:text=Rise%20of%20Facebook%20Ads%2C%20Page,marketing%20channels%20available%20to%20brands.

Traditional marketing core values
▪Brand Mission, value and brand personality
▪Being authentic, consistent and relevant
▪Consumer Journey
▪Storytelling differently
>>Product/service: Quality and future proof

Let’s talk about relevance
▪Learn/unlearn skills
▪Agility and data
▪Consumers dictate – live with it
▪Take risks

Bluntly and
simply put -
authenticity

Consumer
Journey-
continuously
improve

The Aha
moment!

To Recap
Evolve:
1)Brand Mission, Personality and tonality →Authenticity is still valued
2) Consumer journey → Continuously scrutinize data, listen in to your
consumers, amalgamate and improve and tell your story
3)Continue refining consumer insights → for new opportunities

Still Holds True

Evolve and Explore
RIKHIA CHAKRABORTY