Regional Head of Brand & Innovation

Location: Singapore

Reports to: Co-Founder

Scope: Regional, across Southeast Asia and India

Brands: Blood (period care) · No Days Off (baby care)

About us

pslove is the parent company behind Blood and No Days Off, two SEA-born challenger FMCG brands taking on entrenched incumbents in two of the toughest categories in personal care.

Blood is reimagining period care for women who refuse to feel apologetic about their periods. No Days Off speaks to parents navigating the relentless reality of parenthood. We're 70+ people, Series B (DSG Consumer Partners), with offices in Singapore, KL, Jakarta, Bangkok and Bangalore, and scaling fast. We sell across modern trade retailers (Watsons, Guardian, Lotus's, FairPrice, Alfamidi, and equivalents across the region) and e-commerce (TikTok Shop, Shopee, brand.com).

We are building brands that are commercially sharp, culturally alive, operationally disciplined and impossible to ignore.

We are now looking for a Regional Head of Brand & Innovation to build the next version of our regional brand and product engine.

The role

This is a senior leadership role accountable for the what and the how of our brand and product engine across the region, what we make, how it shows up, and how the marketing function operates.

Local commercial brand activation (campaigns, trade marketing, local launches) sits with our Country GMs and their Senior Brand Managers. This role is the regional center of gravity for everything upstream of that: the products themselves, the brand standards local teams activate against, the innovation pipeline, and the operating system that makes the marketing function world-class as we scale.

You'll be a player-coach. You'll lead Regional CX and Regional Design directly, and roll up your sleeves on the work itself too.

What you will own

1. Product innovation and NPD (30%)

You will be the regional owner of product innovation and renovation across the portfolio.

This includes:

• Building and maintaining the regional innovation and renovation roadmap.
• Identifying consumer problems, category white spaces, claims opportunities, pack-price opportunities and portfolio gaps.
• Writing sharp product, packaging and proposition briefs.
• Owning the NPD journey from concept to shelf: consumer problem, proposition, claims, packaging, pricing logic, business case, channel role, launch readiness and post-launch review.
• Working closely with supply chain, factories, procurement, QA, regulatory, finance, sales, ecommerce and country teams.
• Managing the operational reality of physical-product launches: artwork, dielines, claims substantiation, timelines, production lead times, MOQ constraints, barcodes, SKU setup, regulatory checks, sell-in decks and launch risk management.
• Ensuring every launch has a clear consumer job, portfolio role, hero claim, target channel, margin logic, launch plan and success metric.

Success means fewer rushed launches, fewer late-stage surprises, and more products that consumers love, retailers understand and country teams can sell.

2. Brand, portfolio and category strategy (20%)

Define how our brands grow regionally while allowing countries to adapt locally.

You will own brand guardrails, portfolio architecture, SKU roles, claims hierarchy, pack-price architecture across channels, category opportunities by country and channel, competitive tracking and the consumer insight agenda.

You should be able to move comfortably between consumer insight, brand strategy, packaging, SKU economics and sales reality.

3. Marketing excellence, launch systems and country enablement (30%)

Build the operating system for how marketing and innovation work across the region.

You will create and enforce practical tools such as NPD stage gates, product briefs, packaging briefs, claims checklists, artwork approval workflows, launch readiness checklists, regional toolkit standards, post-launch reviews, asset governance and monthly / quarterly review rhythms, country marketing calendar rituals, activation playbooks.

You will help countries launch better without taking over country execution. Country teams own local marketing and commercial outcomes; this role owns the standards, systems and toolkits that help make the work clearer, sharper and easier to execute well.

This includes building regional launch toolkits/assets, product one-pagers/explainers, sell-in narratives and claims decks, ecommerce product content mandatories and defining what launch ready means before countries go live. You will partner with Country GMs and Senior Brand Managers to improve launch quality, run post-launch reviews and turn learnings into better future launches, whilst sharing best practices across SG, MY, ID, TH, IN and future markets.

5. Design, packaging and brand governance (10%)

Lead regional design and protect the quality of how our brands/distinctive assets show up and memory structures we are building across packaging, shelves, ecommerce, content and customer touchpoints.

You will own visual identity systems, brand codes, packaging standards, claims visibility, shelf impact, retail display guidelines, ecommerce image standards, product photography standards, creative asset governance and design approval standards.

6. Customer experience and cross-functional leadership (10%)

Regional Customer Experience will report into this role because CX is one of the most important feedback loops where we have the opportunity to turn customer complaints, reviews, DMs, marketplace feedback and service issues into product, communication and claims improvements, strengthening brand trust.

You will build CX standards and escalation rules, ensure our brand voice shows up in CX, not just campaigns, and build monthly voice-of-customer reporting.

You will influence across Country GMs, Senior Brand Managers, Sales, Ecommerce, Supply Chain, Procurement, Finance, QA, Regulatory, Design, CX, agencies and founders. You need to be collaborative enough to bring people along, and strong enough to enforce standards when needed.

What success looks like

In the first 6–12 months, success should look like:

• A clear regional innovation and renovation roadmap.
• A working NPD stage-gate process.
• Stronger launch discipline across SG / MY / ID / TH.
• Fewer late-stage packaging, claims, pricing, artwork, regulatory or sales-readiness surprises.
• A clean marketing operating system: templates, checklists, rituals, approval flows and asset governance.
• Stronger packaging and creative consistency across markets.
• Country teams feeling more enabled, not more policed.
• CX insights regularly feeding into product, packaging and communication decisions.
• Priority launches hitting agreed timing, quality, margin and readiness standards.
• Post-launch reviews becoming normal, not optional.

What we're looking for

Requirements

• 10–15 years in FMCG brand and/or innovation roles, ideally with both big-FMCG training (Unilever, P&G, Kimberly-Clark, RB, Kao, J&J or equivalent) and challenger/DTC operating experience (a serious DTC brand, a high-growth regional challenger, or a startup-stage CPG)
• Strong brand management fundamentals
• Demonstrable NPD track record — led real products from brief through to in-market launch, not just managed agencies who did who
• Experience with physical products: packaging, claims, pricing, channel launch, artwork, suppliers and launch execution.
• Regional or multi-market experience, ideally across Southeast Asia
• Strong commercial understanding of modern trade and ecommerce
• Experience working with sales, supply chain, regulatory, QA, procurement, finance, agencies and country teams
• Built or substantially upgraded a marketing function's operating standards (SOPs, brand books, launch playbooks)
• Strong creative judgment across packaging, design, messaging, claims and brand consistency
• Strong project management instincts

The person who will thrive

You are probably a strange hybrid: part brand builder, part product owner, part operator, part project manager, part creative judge, part commercial realist.

You like consumer insight, but you do not hide in decks.

You like great creative, but you care whether it sells.

You like innovation, but you respect factory timelines.

You like process, but you hate bureaucracy.

You can protect a brand's soul while still getting the damn thing launched.

The person who will not thrive

This is probably not right for someone who is:

• A pure communications / campaign marketer.
• A media-first growth marketer with limited product experience.
• A social / influencer / PR specialist.
• An agency-side strategist who has not owned operational delivery.
• A big-company marketer who needs a large support system to function.
• A brand purist who dislikes sales, supply chain, factories, pricing or retailers.
• A project manager with no brand taste.
• A consensus-seeker who cannot enforce standards.

Why this role, why now

We are at an inflection point, with two new markets (Thailand, India) and two brands at different stages: Blood is more established and ready for category-shaping moves; NDO is earlier and ripe for playbook/portfolio building

The role has a clear reporting line into a co-founder, not buried under matrix layers.

You'll set the standards for a function and brands that are scaling fast. Real challenger-brand work, with the rigour and capital of a Series B-backed business.