Brand Manager

Role Overview: The Brand Manager will lead the development and execution of brand strategies to drive growth, strengthen brand equity, and accelerate market penetration for a global FMCG brand. This role requires strong consumer insight capability, cross‑functional leadership, and the ability to manage both strategic planning and hands‑on execution. Key Responsibilities: 1. Brand Strategy & Positioning: Develop annual brand plans, including positioning, communication strategy, innovation pipeline, and growth roadmap. Analyze market trends, consumer insights, and competitive landscape to identify opportunities and risks. Ensure global brand guidelines are localized effectively for the China market. 2. Marketing Campaigns & Communication: Lead 360° marketing campaigns across digital, social, e‑commerce, OOH, PR, and offline channels. Manage creative development with agencies (creative, media, PR, digital). Track campaign performance and optimize based on data and insights. 3. Product Innovation & Portfolio Management: Work with global teams on product pipeline, localization needs, and launch strategy. Manage product lifecycle, pricing strategy, and SKU optimization. Coordinate packaging development, claims, and regulatory compliance. 4. Business Performance & P&L Management: Monitor brand performance including sales, market share, distribution, and profitability. Manage brand budget and ensure efficient allocation across channels. Collaborate with sales, trade marketing, and e‑commerce teams to drive in‑market execution. 5. Cross‑Functional Collaboration: Partner with global HQ on brand strategy alignment, product development, and global toolkits. Work closely with sales, supply chain, finance, and regulatory teams to ensure smooth execution. Lead internal communication to ensure all teams understand brand priorities and guidelines. 6. Agency & Vendor Management: Manage creative, media, research, and production agencies. Ensure high‑quality output and on‑time delivery. Qualifications & Experience: Bachelor’s degree or above in Marketing, Business, Communications, or related fields. 5–8 years of brand management experience in FMCG, ideally with multinational company exposure. Strong understanding of consumer insights, brand building, and integrated marketing. Experience managing 360° campaigns and product launches. Solid analytical skills with the ability to interpret data and translate into actionable strategies.

职位描述

Cindy Zhang