📌 Core Information
🔹 Job Title: Brand Executive
🔹 Company: Henkel
🔹 Location: Shanghai, China
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: July 17, 2025
🔹 Experience Level: Mid-Senior level (5-10 years)
🔹 Remote Status: On-site (Hybrid)
🚀 Job Overview
Key aspects of this role include:
- Acting as the online brand executive for business development and brand building with market budget management.
- Defining the VS online go-to-market strategy based on analyzed brand opportunities and channel/shopper insights.
- Leading the VS online business planning cycle, including business building blocks, channel sufficiency checks, and monthly/quarterly/yearly business reviews.
- Managing the VS marketing budget spending plan, optimizing ROI to enable channel business delivery and ensure sufficient channel support.
- Partnering with and leading multi-functional teams to activate the VS online channel commercial plan.
ASSUMPTION: This role is focused on driving online brand growth and requires a strategic mindset, strong data analysis skills, and experience in online activities and distribution channel business building.
📋 Key Responsibilities
✅ Define the VS online go-to-market strategy (distribution/promotion/shelf/merchandising) based on analyzed brand opportunities and channel/shopper insights.
✅ Lead the VS online business planning cycle, including business building blocks, channel sufficiency checks, and monthly/quarterly/yearly business reviews.
✅ Manage the VS marketing budget spending plan, optimizing ROI to enable channel business delivery and ensure sufficient channel support.
✅ Partner with and lead multi-functional teams to activate the VS online channel commercial plan.
ASSUMPTION: The role requires a strong understanding of online channels, data analysis capabilities, and the ability to work effectively with cross-functional teams.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field.
Experience: 4+ years of FMCG marketing/trade marketing working experience (must).
Required Skills:
- Brand business owner with solid data analysis capability (must).
- Strong channel customer/shopper understanding, especially for online channels (must).
- Experience in online activities (must).
- Experience in distribution channel business building.
Preferred Skills:
- Fluency in English and Mandarin Chinese.
- Experience working in a multinational corporation.
ASSUMPTION: The required skills are essential for success in this role, and the preferred skills would be beneficial but not critical for candidates to possess.
💰 Compensation & Benefits
Salary Range: The salary range for this role is estimated to be between CNY 350,000 - 450,000 per year, based on industry standards for a mid-senior level marketing role in Shanghai. This estimate may vary depending on the candidate's experience and qualifications.
Benefits:
- Flexible work scheme with flexible hours, hybrid work model, and work from anywhere policy for up to 30 days per year.
- Diverse national and international growth opportunities.
- Globally wellbeing standards with health and preventive care programs.
- Gender-neutral parental leave for a minimum of 8 weeks.
- Employee Share Plan with voluntary investment and Henkel matching shares.
- Comprehensive Group Insurance Scheme.
- Annual Physical Examination.
- Flexible Benefits cover for dependents.
- Company Products Discount.
Working Hours: The standard workweek is 40 hours, with flexible hours and a hybrid work model available.
ASSUMPTION: The salary range is an estimate based on industry standards and may vary depending on the candidate's experience and qualifications. The benefits listed are subject to change and may vary depending on the candidate's location and employment status.
📌 Applicant Insights
🔍 Company Context
Industry: Henkel operates worldwide with leading innovations, brands, and technologies in two business areas: Adhesive Technologies and Consumer Brands. They are a multinational company with a strong presence in the manufacturing industry.
Company Size: Henkel has over 10,000 employees worldwide, making it a large corporation with diverse opportunities for growth and development.
Founded: Henkel was founded in 1876 and has a long-standing legacy of innovation, responsibility, and sustainability.
Company Description:
- Henkel operates worldwide with leading innovations, brands, and technologies in two business areas: Adhesive Technologies and Consumer Brands.
- Founded in 1876, Henkel looks back on more than 145 years of success and holds leading positions with its two business units in both industrial and consumer businesses thanks to strong brands, innovations, and technologies such as Persil, Schwarzkopf, and Loctite.
- Henkel, headquartered in Düsseldorf, Germany, counts among the most internationally aligned German-based companies in the global marketplace.
Company Specialties:
- Adhesive Technologies
- Consumer Brands
Company Website: http://www.henkel.com
ASSUMPTION: Henkel is a well-established multinational corporation with a strong focus on innovation and sustainability. This role is part of their Consumer Brands division, which includes popular brands such as Persil and Schwarzkopf.
📊 Role Analysis
Career Level: This role is at the mid-senior level, requiring a minimum of 4 years of experience in FMCG marketing or trade marketing.
Reporting Structure: The Brand Executive will report directly to the Online Brand Manager and work closely with cross-functional teams, including marketing, sales, and e-commerce.
Work Arrangement: This role follows a hybrid work model, with a combination of on-site and remote work available.
Growth Opportunities:
- Diverse national and international growth opportunities within Henkel's Consumer Brands division.
- Potential to take on more responsibilities and advance to a senior or management role within the company.
- Opportunities to work on high-impact projects and collaborate with cross-functional teams.
ASSUMPTION: This role offers significant growth opportunities within a large multinational corporation, with the potential to advance to more senior or management roles over time.
🌍 Location & Work Environment
Office Type: Henkel's Shanghai office is a modern, collaborative workspace with state-of-the-art facilities.
Office Location(s): HCI Shanghai-Zhangjiang, Shanghai, China
Geographic Context:
- Shanghai is a major commercial and financial hub in China, with a vibrant business environment and numerous opportunities for professional growth and development.
- The city is known for its diverse culture, rich history, and modern infrastructure, making it an attractive place to live and work.
- Shanghai has a humid subtropical climate, with mild winters and hot, humid summers.
Work Schedule: The standard workweek is 40 hours, with flexible hours and a hybrid work model available.
ASSUMPTION: The work environment at Henkel's Shanghai office is collaborative and modern, with a focus on employee well-being and work-life balance.
💼 Interview & Application Insights
Typical Process:
- Online application submission through the Henkel careers portal.
- Phone or video screening with the HR department.
- In-depth interviews with the hiring manager and relevant team members.
- Final round interviews, which may include case studies or presentations.
Key Assessment Areas:
- Data analysis and strategic thinking skills.
- Understanding of online channels and e-commerce platforms.
- Experience in distribution channel business building.
- Cultural fit and alignment with Henkel's values and mission.
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Be prepared to discuss your data analysis capabilities and online channel understanding during the interview.
- Research Henkel's company culture and values to demonstrate your cultural fit.
ATS Keywords: Online brand executive, VS online, go-to-market strategy, business planning, marketing budget, channel support, cross-functional teams, FMCG marketing, trade marketing, data analysis, online channels, e-commerce, distribution channel business building.
ASSUMPTION: The application process for this role is likely to be competitive, and candidates should tailor their application materials and prepare thoroughly for interviews to increase their chances of success.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Data analysis tools (e.g., Excel, Google Analytics, Tableau)
- Project management tools (e.g., Asana, Trello, Microsoft Project)
- E-commerce platforms (e.g., Tmall, JD.com, WeChat)
ASSUMPTION: The specific tools and technologies required for this role may vary depending on the candidate's responsibilities and the projects they work on.
👔 Cultural Fit Considerations
Company Values:
- Pioneering
- Responsible
- Together
Work Style:
- Collaborative and team-oriented
- Data-driven and strategic
- Adaptable and open to change
Self-Assessment Questions:
- Do you align with Henkel's company values of pioneering, responsible, and together?
- Are you comfortable working in a hybrid work environment and collaborating with cross-functional teams?
- Do you have a data-driven approach to decision-making and problem-solving?
ASSUMPTION: Candidates who align with Henkel's company values and work style are more likely to be successful in this role and within the organization.
⚠️ Potential Challenges
- The role requires a strong understanding of online channels and e-commerce platforms, which may be challenging for candidates with limited experience in this area.
- The role involves managing a marketing budget, which requires strong financial acumen and budget management skills.
- The role may require occasional travel to other Henkel offices or client sites.
- The role is based in Shanghai, which may present challenges for candidates who are not familiar with the local culture, language, or business environment.
ASSUMPTION: Candidates should be aware of the potential challenges associated with this role and consider how their skills and experiences may help them overcome these obstacles.
📈 Similar Roles Comparison
- This role is focused on online brand development and management, whereas related roles may focus on offline channels or brand management across multiple channels.
- This role requires a strong understanding of online channels and e-commerce platforms, whereas related roles may require a broader understanding of marketing and branding strategies across multiple channels.
- This role offers growth opportunities within Henkel's Consumer Brands division, whereas related roles may offer growth opportunities within other divisions or functions within the company.
ASSUMPTION: Candidates should research related roles and compare the responsibilities, qualifications, and growth opportunities to ensure they are applying to the right role for their career goals and aspirations.
📝 Sample Projects
- Developing a go-to-market strategy for a new online channel or platform.
- Conducting market research and analysis to identify brand opportunities and channel/shopper insights.
- Managing a marketing budget to optimize ROI and enable channel business delivery.
- Partnering with cross-functional teams to activate an online channel commercial plan.
ASSUMPTION: The specific projects that candidates may work on in this role will depend on the company's priorities, business needs, and market opportunities.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics for this role?
- How does this role fit into the broader marketing and branding strategy for the company?
- What are the key priorities and objectives for this role in the first 90 days?
- What opportunities are there for professional development and growth within the company?
- How does Henkel support work-life balance and employee well-being?
ASSUMPTION: Candidates should use the interview process to gather information about the role, the team, and the company to ensure they are a good fit for the position and the organization.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the Henkel careers portal.
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Prepare for the interview by researching Henkel's company culture and values and practicing your responses to common interview questions.
- Follow up with the hiring manager or HR department after the interview to express your interest in the role and reiterate your qualifications.
- If you are selected for the final round, be prepared to present your ideas and solutions to case studies or other assessment tasks.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
