Role Overview
The Brand Manager will own the end‑to‑end brand strategy and execution for one of the company’s flagship snack categories. This role requires a digitally native, socially fluent, creatively driven marketer who can lead breakthrough campaigns, drive cultural relevance, and deliver strong business results.
You will manage the full brand lifecycle — from insight → strategy → creative → media → execution → performance — with a strong focus on social, digital, content, and media innovation.
Key Responsibilities
1. Brand Strategy & Category Leadership
Lead annual brand strategy, positioning, and growth roadmap for the snack category.
Identify consumer insights, cultural trends, and competitive opportunities to shape brand direction.
Build a distinctive brand voice that resonates with Gen Z and young families.
2. E2E Campaign Ownership（核心）
Own end‑to‑end campaign development: brief → creative → production → launch → optimization → review.
Drive big‑idea thinking that can scale across social, digital, OOH, retail, and e‑commerce.
Partner with internal creative teams or external agencies to deliver high‑impact storytelling.
Ensure campaigns are culturally relevant, snackable, and shareable.
3. Social Media & Digital Innovation
Lead social strategy across Douyin, Xiaohongshu, WeChat, Bilibili, and emerging platforms.
Develop content calendars, creator collaborations, and real‑time social activations.
Drive digital innovation: UGC, challenges, livestreaming, social commerce, and interactive formats.
Build a strong brand presence that sparks conversation and drives engagement.
4. Media Planning & Performance
Lead media strategy across digital, social, video, search, and retail media.
Manage media budgets, channel mix, and performance optimization.
Partner with media teams to ensure efficient reach, ROI, and brand lift.
5. Product & Innovation Support
Support NPD (new product development) with insights, positioning, naming, packaging, and launch plans.
Partner with R&D and sales to ensure innovations land with impact.
6. Cross‑Functional Leadership
Work closely with Sales, Trade Marketing, E‑commerce, Supply Chain, and Finance to ensure seamless execution.
Align with global/regional teams on brand guidelines, toolkits, and best practices.
Qualifications
Experience
5+ years of brand marketing experience in FMCG, ideally snacks, beverages, confectionery, or youth‑driven categories.
Proven track record in social, digital, and media‑led campaigns.
Experience managing E2E campaigns with measurable business impact.
