品牌经理

Role Overview The Brand Manager will independently lead the brand and category strategy for the confectionery portfolio, driving growth across retail and e‑commerce channels. This role is an individual contributor position requiring strong ownership, hands‑on execution, and an entrepreneurial mindset to accelerate brand penetration and category leadership. Key Responsibilities Brand & Category Management Develop and execute the category strategy for the confectionery portfolio, including positioning, pricing, assortment, and innovation roadmap. Lead annual brand planning, consumer insights analysis, and competitive landscape review to identify growth opportunities. Manage end‑to‑end brand campaigns, including ATL/BTL, digital, social, and shopper marketing initiatives. Own brand P&L elements, including forecasting, budgeting, and performance tracking. Trade Marketing & Channel Activation Build and execute trade marketing plans across key retail channels (grocery, convenience, specialty stores). Develop customer‑specific activation programs, POSM, promotional calendars, and in‑store visibility strategies. Partner with sales teams to drive distribution, shelf presence, and category share. Monitor trade performance and optimize promotional ROI. Innovation & NPD Lead new product development projects from concept to launch, including consumer testing, packaging development, and go‑to‑market planning. Collaborate with R&D, supply chain, and commercial teams to ensure timely and successful execution. Data & Insights Analyze market data (Nielsen, IRI, Kantar) to identify trends, category gaps, and brand opportunities. Track brand health metrics, shopper behavior, and campaign effectiveness. Cross‑Functional Collaboration Work closely with sales, supply chain, finance, and global marketing teams to ensure alignment on brand priorities. Manage external agencies for creative, media, digital, and activation projects. Qualifications & Experience 5+ years of experience in confectionery / snacks / chocolate / candy within FMCG. Proven track record in brand management, category management, or trade marketing. Strong understanding of retail channels and shopper behavior. Experience managing NPD and brand campaigns end‑to‑end. Analytical mindset with ability to interpret market data and translate insights into actions. Excellent project management and communication skills. Entrepreneurial spirit: proactive, resourceful, comfortable working independently, and able to build processes from scratch. Bachelor’s degree in Marketing, Business, or related field.

职位描述

Cindy Zhang