The Brand‑Led General Manager will drive the company’s next stage of growth by strengthening brand equity, elevating consumer experience, and building a highly engaged community. This role is ideal for a leader who excels in brand storytelling, product innovation, and integrated marketing, while also managing full P&L responsibility across retail and e‑commerce channels.
Key Responsibilities
1. Brand Strategy & Equity Building (Core)
Define and refine brand positioning, value proposition, and visual identity.
Lead brand communication, content strategy, social media, PR, and KOL/KOC programs.
Ensure brand consistency while adapting to Mainland China, Hong Kong, and Taiwan markets.
Build a strong brand community and membership ecosystem.
2. Product & Category Innovation
Lead product roadmap planning, category expansion, and new product development.
Translate consumer insights and market trends into differentiated product offerings.
Oversee product lifecycle management and experience optimization.
3. Omnichannel Growth (Retail + E‑commerce)
Develop integrated growth strategies across offline retail, online marketplaces, and DTC.
Enhance retail experience including store design, merchandising, and service standards.
Drive e‑commerce growth through content‑driven strategies, livestreaming, and private traffic.
4. Marketing & Budget Management
Lead annual marketing planning and manage brand investment with clear ROI.
Oversee IMC campaigns, seasonal activations, and cross‑regional marketing initiatives.
5. Organization Leadership (People, Finance, Legal)
Build a brand‑centric organization with strong creative, content, and consumer teams.
Manage full P&L, ensuring sustainable growth and healthy profitability.
Oversee legal, compliance, and IP protection across regions.
Qualifications
10+ years in brand management, with at least 3 years in a GM or P&L leadership role.
Experience in lifestyle, beauty, fashion, home, wellness, or new consumer brands.
Strong expertise in brand building, content marketing, and consumer engagement.
Familiar with Mainland China, Hong Kong, and Taiwan consumer ecosystems.
Strong aesthetic sense, strategic thinking, and leadership capability.
English proficiency preferred.
Familiarity with latest lifestyle, digital habits, and content consumption patterns