📌 Core Information
🔹 Job Title: Associate Director - Brand & Content
🔹 Company: Mars
🔹 Location: Guangzhou, China
🔹 Job Type: Full-Time
🔹 Category: Brand & Content
🔹 Date Posted: July 21, 2025
🔹 Experience Level: 8+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Custodianship of brand equities in the Gum pillar in China
- Leadership in full campaign and communication idea development
- Collaboration with global and regional teams for effective execution and measurement
- Strategic planning and innovation opportunities
- Operational discipline and strong communication skills
ASSUMPTION: This role requires a high level of strategic thinking, creativity, and cross-cultural understanding to effectively manage brand equity and drive business growth in the Chinese market.
📋 Key Responsibilities
✅ Act as the custodian of the brand equities in the Gum pillar in China
✅ Lead full campaign and communication idea development, calendar, and creative asset creation
✅ Define long-term campaign and communication innovation opportunities
✅ Co-lead holistic activation planning and execution of campaign ideas
✅ Partner with global, regional, and relevant functions and agencies for idea dissemination
✅ Define relevant measurement and tracking of impact and ROI
✅ Work with regional and functional VP/Directors to drive brand targets and organizational leadership
ASSUMPTION: This role involves a high degree of cross-functional collaboration and stakeholder management, requiring strong communication and project management skills.
🎯 Required Qualifications
Education: Bachelor's or above degree
Experience: Min. 8+ years’ experience in relevant brand building and strategic marketing and communications roles across markets
Required Skills:
- Deep understanding of Chinese consumers and shoppers
- Ability to develop brand visions and plans that build equity and drive business growth
- Creativity, empathy, obsession with brands & consumers, sense of aesthetics, analytical thinking & rigor
- In-depth e-Commerce and social/digital marketing knowledge & experience
- Strong operational discipline
- Excellent communication and presentation skills (oral and written)
- Ability to create strong relationships across global and regional departments/stakeholders and external agency partners
Preferred Skills:
- Cross-cultural perspective
ASSUMPTION: Candidates with a strong background in brand management, strategic marketing, and a deep understanding of the Chinese market will be most competitive for this role.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a similar role in China, the estimated salary range for this position is ¥400,000 - ¥600,000 per year. This estimate takes into account the candidate's experience level, the company's size, and the location.
Benefits:
- Competitive salary
- Company bonus
- Learning and development support
Working Hours: Full-time position with standard office hours (Monday - Friday, 9:00 AM - 6:00 PM, with a 1-hour lunch break)
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's qualifications and experience.
📌 Applicant Insights
🔍 Company Context
Industry: Mars is a global leader in the food and beverage manufacturing industry, with a diverse portfolio of brands across confectionery, pet care, and food categories.
Company Size: Mars is a large, multinational corporation with over 10,000 employees worldwide. This size offers applicants significant opportunities for career growth and development.
Founded: Mars was founded in 1911 by Frank C. Mars and is headquartered in McLean, Virginia, USA.
Company Description:
- Mars is a family-owned business with a strong commitment to its Five Principles: Quality, Responsibility, Mutuality, Efficiency, and Freedom.
- The company is known for its iconic brands, including M&M's, Snickers, Twix, and Mars Petcare products like Pedigree and Whiskas.
- Mars is dedicated to creating a positive impact on the world through its business operations and sustainability initiatives.
Company Specialties:
- Confectionery
- Pet care
- Food
Company Website: Mars.com
ASSUMPTION: Mars' large size and global presence offer applicants a diverse range of career opportunities and the chance to work on well-known, iconic brands.
📊 Role Analysis
Career Level: This role is at the senior management level, reporting directly to the regional or functional VP/Director.
Reporting Structure: The Associate Director will report to the regional or functional VP/Director and will have the opportunity to lead and mentor junior team members.
Work Arrangement: This is an on-site position, with the possibility of occasional remote work for meetings or specific projects.
Growth Opportunities:
- Potential advancement to a VP or Director role within the brand and content function
- Opportunities to work on cross-functional projects and gain exposure to other areas of the business
- Access to learning and development programs through Mars University
ASSUMPTION: This role offers significant opportunities for career growth and development within Mars, as well as the chance to work on high-impact, strategic projects.
🌍 Location & Work Environment
Office Type: Mars' Guangzhou office is a modern, collaborative workspace with a focus on employee well-being and productivity.
Office Location(s): R&F Tower, Guangzhou, China
Geographic Context:
- Guangzhou is the capital of Guangdong province in southern China, with a population of over 15 million people.
- The city is a major economic hub and a significant center for the manufacturing, finance, and technology industries.
- Guangzhou has a subtropical monsoon climate, with mild winters and hot, humid summers.
Work Schedule: Standard office hours with the possibility of flexible working arrangements for meetings or specific projects.
ASSUMPTION: Guangzhou offers a dynamic, multicultural work environment with ample opportunities for professional growth and development.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the hiring manager
- In-depth behavioral and technical interviews with cross-functional stakeholders
- Final interview with the regional or functional VP/Director
Key Assessment Areas:
- Brand management and strategy development
- Cross-cultural understanding and adaptability
- Communication and presentation skills
- Operational discipline and project management
Application Tips:
- Tailor your resume and cover letter to highlight your brand management experience and relevant skills
- Prepare examples of successful brand campaigns or projects you've led in the past
- Demonstrate your understanding of the Chinese consumer market and cultural nuances
ATS Keywords: Brand management, strategic marketing, consumer understanding, campaign development, communication planning, cross-cultural collaboration, operational discipline
ASSUMPTION: Mars' recruitment process is designed to assess candidates' strategic thinking, creativity, and cultural fit, with a focus on finding the best fit for the role and the organization.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Project management tools (e.g., Asana, Trello, Jira)
- Marketing automation and analytics tools (e.g., Google Analytics, Adobe Marketing Cloud)
ASSUMPTION: The required tools and technologies for this role are standard for the marketing and brand management industry and can be learned or adapted to as needed.
👔 Cultural Fit Considerations
Company Values:
- Quality: The consumer is our boss, quality is our work, and value for money is our goal.
- Responsibility: As individuals, we demand total responsibility from ourselves; as Associates, we support the responsibilities of others.
- Mutuality: A mutual benefit is a shared benefit; a shared benefit will endure.
- Efficiency: We use resources to the full, waste nothing, and do only what we can do best.
- Freedom: We need freedom to shape our future; we need profit to remain free.
Work Style:
- Collaborative and cross-functional teamwork
- Data-driven decision making
- Adaptability and flexibility in a dynamic, global environment
Self-Assessment Questions:
- Do you share Mars' commitment to its Five Principles and values?
- Are you comfortable working in a multicultural, global team environment?
- Do you thrive in a fast-paced, dynamic work environment with a focus on results and continuous improvement?
ASSUMPTION: Mars' company culture is centered around its Five Principles, with a strong emphasis on collaboration, responsibility, and mutuality. Candidates who align with these values and work styles will be most successful in the organization.
⚠️ Potential Challenges
- Managing multiple stakeholders and cross-functional teams across global and regional departments
- Navigating the complexities of the Chinese consumer market and cultural nuances
- Balancing strategic planning and operational execution in a fast-paced, dynamic environment
- Adapting to Mars' unique company culture and Five Principles
ASSUMPTION: These challenges can be overcome with strong communication, project management, and cultural adaptability skills, as well as a deep understanding of the Chinese consumer market.
📈 Similar Roles Comparison
- Compared to other brand management roles, this position offers a higher level of strategic influence and cross-functional collaboration
- In the Chinese market, this role requires a deeper understanding of local consumer behavior and cultural nuances
- Career progression in this role could lead to VP or Director-level positions within Mars' brand and content function
ASSUMPTION: This role offers unique opportunities for strategic impact and career growth within Mars, as well as the chance to work on iconic, global brands.
📝 Sample Projects
- Developing a comprehensive brand vision and plan for a new product launch in the Chinese market
- Leading a cross-functional team to create and execute a high-impact, integrated marketing campaign for an existing brand
- Conducting consumer research and analysis to identify trends and insights that inform brand strategy and positioning
ASSUMPTION: These sample projects illustrate the strategic, cross-functional, and consumer-focused nature of the Associate Director - Brand & Content role at Mars.
❓ Key Questions to Ask During Interview
- What are the key priorities for this role in the first 90 days?
- How does this role collaborate with other functions and departments within Mars?
- What are the most significant challenges facing the brand in the Chinese market, and how can this role address them?
- What opportunities are there for professional development and growth within Mars?
- How does Mars support work-life balance for its employees?
ASSUMPTION: These interview questions are designed to provide insight into the role's priorities, challenges, and opportunities for growth and development within Mars.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your brand management experience and relevant skills
- Prepare examples of successful brand campaigns or projects you've led in the past
- Demonstrate your understanding of the Chinese consumer market and cultural nuances
- Follow up with the hiring manager within one week of submitting your application to confirm receipt and express your interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
