Brand Manager

📌 Core Information 🔹 Job Title: Brand Manager 🔹 Company: Twinings Ovaltine 🔹 Location: Shanghai, China 🔹 Job Type: Full-Time 🔹 Category: Marketing 🔹 Date Posted: April 14, 2025 🔹 Experience Level: 6+ years in FMCG industry 🔹 Remote Status: On-site 🚀 Job Overview Key aspects of this role include: - Developing category product portfolio strategy and yearly NPD roadmap - Independent NPD project management - Overseeing category business performance and defining opportunity and action plans - Strong understanding of consumer insights and market trends - End-to-end leadership of IMC launch plans for NPD projects - Brand health and sales performance tracking and analysis ASSUMPTION: This role requires a strategic mindset, strong project management skills, and a deep understanding of the FMCG industry and consumer behavior. 📋 Key Responsibilities ✅ Develop category product portfolio strategy and yearly NPD roadmap aligned with overall marketing strategy ✅ Manage independent NPD projects, including cost, product performance, and timing, working with multi-functional teams to achieve targets ✅ Oversee category business performance and proactively define opportunity and action plans to grow the business through innovation and renovation ✅ Gather and analyze consumer insights and market trends to inform product strategy and consumer promotions ✅ Implement in-depth marketing intelligence to understand target markets, customer segmentation, and competitor activities ✅ Lead end-to-end IMC launch plans for NPD projects, collaborating with cross-functional teams to execute and monitor launch activities ✅ Track and analyze brand health and sales performance ASSUMPTION: The role involves a high degree of independence and requires strong leadership and collaboration skills to work effectively with cross-functional teams. 🎯 Required Qualifications Education: Bachelor's degree in Marketing, Business, or a related field Experience: - 6+ years of experience in the Food and Beverage FMCG industry - Proven track record in NPD, brand management, and category business results Required Skills: - Strong strategic thinking and business acumen - Excellent communication and presentation skills - Ability to generate insights and manage NPD projects - Proficiency in data gathering and analysis - Familiarity with AI tools and market research techniques - Fluency in English, both written and spoken Preferred Skills: - Experience working in a multinational corporation - Familiarity with the Chinese market - Ability to work under pressure and meet deadlines ASSUMPTION: Candidates with experience in the FMCG industry and a strong background in NPD and brand management are most likely to succeed in this role. 💰 Compensation & Benefits Salary Range: Based on industry standards for a Brand Manager role in Shanghai, the estimated salary range is CNY 350,000 - 500,000 per year. Benefits: - Competitive benefits package - Opportunities for professional growth and development - Inspiring work environment that celebrates differences and empowers collaboration Working Hours: Full-time position, typically 40 hours per week, with flexibility to work additional hours as needed to meet project deadlines. ASSUMPTION: The salary range is an estimate based on market research and may vary depending on the candidate's experience and qualifications. 📌 Applicant Insights 🔍 Company Context Industry: Twinings Ovaltine operates in the Food and Beverage Services industry, with a focus on tea and other beverages. Company Size: The company has 1,001-5,000 employees globally, with a significant presence in China. Founded: Twinings was founded in 1706, making it one of the oldest and most established tea companies in the world. Company Description: - Over 300 years of innovation, creativity, and masterblending expertise - Strong focus on tea as more than just a drink, with a rich heritage and commitment to quality - International presence with a strong desire to grow and compete on a global scale - Forward-looking approach to work, with a strong set of values that guide actions and drive success Company Specialties: Tea, beverages, FMCG, marketing, innovation, and brand management Company Website: http://www.twinings.co.uk ASSUMPTION: Twinings Ovaltine's extensive history and global presence provide a stable and supportive environment for career growth and development. 📊 Role Analysis Career Level: Mid-level to senior, depending on the candidate's experience and qualifications Reporting Structure: The Brand Manager will report directly to the Marketing Director and work closely with cross-functional teams, including sales, finance, and trade marketing. Work Arrangement: On-site, with flexibility to work remotely as needed to meet project deadlines. Growth Opportunities: - Opportunities to lead high-impact NPD projects and drive business growth - Exposure to a wide range of marketing functions and cross-functional teams - Potential for career progression within the marketing department or the broader organization ASSUMPTION: The Brand Manager role offers significant opportunities for professional growth and development, both within the marketing department and the broader organization. 🌍 Location & Work Environment Office Type: Modern, collaborative office space in Shanghai Office Location(s): 21st Floor Pacific Center, 889 Yan An West Road, Shanghai 200050, CN Geographic Context: - Shanghai is a major global city with a vibrant business environment and a large consumer market - The office is located in the Pudong New Area, a bustling commercial district with easy access to public transportation and amenities Work Schedule: Full-time, with flexibility to work additional hours as needed to meet project deadlines. ASSUMPTION: The Shanghai office provides a dynamic and stimulating work environment, with easy access to a wide range of cultural, recreational, and professional development opportunities. 💼 Interview & Application Insights Typical Process: 1. Online application submission 2. Phone or video screening 3. In-depth behavioral and technical interviews 4. Final round with senior leadership Key Assessment Areas: - Strategic thinking and problem-solving skills - Project management and leadership abilities - Industry knowledge and market research skills - Communication and presentation skills - Cultural fit and alignment with company values Application Tips: - Tailor your resume and cover letter to highlight your relevant experience and skills - Prepare examples of your past achievements in NPD, brand management, and market research - Research the company and the role to demonstrate your enthusiasm and understanding of the opportunity ATS Keywords: NPD management, brand management, consumer insights, market analysis, strategic thinking, data gathering, communication skills, leadership, collaboration, business acumen, project management, marketing planning, presentation skills, innovation, consumer promotion, market trends ASSUMPTION: The application process is designed to assess candidates' technical skills, strategic thinking, and cultural fit, with a focus on their ability to drive business growth through NPD and brand management. 🛠️ Tools & Technologies - Microsoft Office Suite (Word, Excel, PowerPoint) - Market research tools (e.g., Nielsen, Kantar, Euromonitor) - Project management tools (e.g., Asana, Trello, Microsoft Project) - AI tools for market research and consumer insights (e.g., IBM Watson, Google Analytics) ASSUMPTION: The required tools and technologies are standard for the FMCG industry and can be easily learned by candidates with relevant experience. 👔 Cultural Fit Considerations Company Values: - Great people work here - We celebrate differences and empower collaboration - We value people and encourage them to make an impact - We offer inspiring packages of employee benefits Work Style: - Variety and innovation - Freedom to explore and find new ways - Opportunities to find new ways and to innovate - Empowerment to make an impact Self-Assessment Questions: - How do you align with Twinings Ovaltine's values, and how have you demonstrated these values in your past roles? - How comfortable are you working in a dynamic and collaborative environment, and how have you successfully navigated diverse teams in the past? - How does your personal work style fit with Twinings Ovaltine's work style, and how have you adapted to different work environments in the past? ASSUMPTION: Candidates who are comfortable working in a dynamic and collaborative environment, with a strong focus on innovation and empowerment, are most likely to thrive at Twinings Ovaltine. ⚠️ Potential Challenges - Managing multiple NPD projects simultaneously, with tight deadlines and competing priorities - Navigating a complex and matrixed organizational structure, with multiple stakeholders and cross-functional teams - Adapting to a fast-paced and ever-changing market, with evolving consumer preferences and competitive dynamics - Balancing short-term business results with long-term brand building and asset development ASSUMPTION: The Brand Manager role presents significant challenges, but also offers substantial opportunities for professional growth and development. 📈 Similar Roles Comparison - Product Manager: Focuses on managing the product lifecycle, from development to end-of-life, while the Brand Manager focuses on brand strategy and marketing. - Marketing Manager: Oversees the marketing function as a whole, while the Brand Manager focuses on a specific brand or product category. - Category Manager: Responsible for a specific product category, with a focus on sales and distribution, while the Brand Manager focuses on brand strategy and marketing. ASSUMPTION: The Brand Manager role is distinct from related roles in its focus on brand strategy, marketing, and NPD, but shares many common skills and responsibilities. 📝 Sample Projects - Developing a comprehensive NPD roadmap for a new product launch, including market research, consumer insights, and competitive analysis - Leading a cross-functional team to execute a successful IMC launch plan for a new product, including advertising, promotions, and in-store activations - Conducting a brand health audit and developing a strategic brand development plan to improve brand performance and market share ASSUMPTION: The Brand Manager role involves a wide range of projects, from strategic planning to tactical execution, with a focus on driving business growth through NPD and brand management. ❓ Key Questions to Ask During Interview - Can you describe the company's long-term vision for the brand, and how this role fits into that vision? - How does the company support the professional growth and development of its employees? - What are the key priorities for this role in the first 90 days? - How does the company measure the success of its NPD and brand management efforts? - What are the biggest challenges facing the brand in the next 1-2 years, and how can this role help address them? ASSUMPTION: Asking thoughtful and insightful questions demonstrates a candidate's interest in the role and their commitment to driving business success. 📌 Next Steps for Applicants To apply for this position: - Submit your application through this link - Tailor your resume and cover letter to highlight your relevant experience and skills - Prepare examples of your past achievements in NPD, brand management, and market research - Research the company and the role to demonstrate your enthusiasm and understanding of the opportunity - Follow up with the hiring manager one week after submitting your application ⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.