Company Description
The Brand Manager is responsible for understanding and gathering consumer insights and market research, specifically what drives TOM awareness, brand salience and per capita consumption. Works closely with the Head of Brand to contribute to the annual business plan by creating, planning and executing brand initiatives, the advertising plan, new products and packaging launches whilst ensuring the brand is portrayed in the right way.
Job Description
Consumer Insights and Market Research
- Transforms complex data into compelling, actionable insights and ensures they are integrated into robust brand strategies and execution plans.
- Actively monitors brand and product perception across social media, with a dedicated focus on the younger target segments to identify emerging trends.
- Leads the development of creative ideas and tactical plans that directly address identified consumer needs and market opportunities.
Brand Management
- Drives brand trial and awareness to expand user base; monitors 4-week/12-month consumption trends, TOM awareness, and brand salience.
- Develops and implements new tools and programs (Sales/Marketing/Trade Marketing) to enhance cross-departmental efficiency and marketing impact.
- Provides expert guidance and creative support to marketing peers and On/Off-Premise teams, ensuring brand consistency across all projects.
- Acts as the strategic bridge between Trade and Marketing to ensure synergy and alignment on all business-driven initiatives.
- Supports the Head of Brand in conducting brand training, fostering a deep understanding of brand values and standards across the organization.
Advertising and Creative
- Creates branding and "through-the-line" communication for product marketing, ensuring seamless collaboration across all respective marketing functions.
- Develops and implements localized advertising plans that integrate international best practices.
- Partners closely with the Media Network team to maximize brand impact across owned, earned, and paid media channels.
- Manages creative and media agencies to ensure optimal contractual alignment and fosters strong working relationships to deliver world-class creative output.
Product and Packaging Innovation
- Leads and manages product launches marketing campaign, serving as the primary point of contact for Red Bull HQ while ensuring cross-functional alignment with trade marketing.
- Systematically collects and analyzes project learnings to drive continuous improvement locally and share insights with International HQ.
General Management
- Supports the Head of Brand in developing and implementing the annual brand marketing business plan to drive growth.
- Leads the annual advertising and product marketing plans, ensuring financial alignment with P&L and budgets in collaboration with marketing and sales.
- Manages and maintains the agreed budget with high precision to optimize resource allocation and ROI.
- Strengthens the organization's collective hard and soft skills to foster a highly productive and collaborative cross-functional working environment.
- Builds strong, transparent, and trusted partnerships with management, peers, and external partners to ensure seamless execution.
Qualifications
- 3+ yrs FMCG brand marketing skills, knowledge and experience with a proven track record.
- Generates consumer insights and translates them into successful, high-impact brand initiatives.
- Strategic stakeholder management to build consensus and drive alignment across diverse departments.
- Analytical ability and commercial acumen to interpret financial statements and market trends effectively.
- Strong interpersonal and negotiation skills to manage resources and priorities in a fast-paced environment.
- Successful strategy implementation while navigating complex organizational changes and people processes.
- An entrepreneurial ‘can-do’ attitude driven by continuous learning and the application of best practices.
- High standard of integrity with a deep passion for the brand and commitment to Red Bull values.
- Self-driven follow-through on priorities to deliver quality results and meet deadline commitments.
Additional Information
Education Requirements: University Degree or equivalent commercial education and experience.
Language Requirements: Mandarin, English (Fluent)
