Brand Manager

📌 Core Information

🔹 Job Title: Brand Manager

🔹 Company: Abbott

🔹 Location: Shanghai, Shanghai, China

🔹 Job Type: Full-Time

🔹 Category: Sales Force

🔹 Date Posted: May 28, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Leading Cross Border Ecommerce Pediatric brand strategy
• Social media and campaign activation to drive total business results
• Collaborating with regional and affiliate marketing teams
• Working with cross-functional teams for overall brand management

ASSUMPTION: This role requires a strong understanding of the ecommerce landscape, digital marketing, and brand management. It also demands excellent communication skills and the ability to work independently and creatively.

📋 Key Responsibilities

✅ Lead Cross Border Ecommerce Pediatric portfolio strategy (50%)

✅ Prepare annual brand plan and communication strategy (30%)

✅ Connect with regional and affiliate marketing teams (20%)

✅ Lead campaign for CBEC Pediatric Nutrition (Pediasure & Similac)

✅ Keep abreast with online/ecommerce channel trends

✅ Supervise and track marketing activities and KPIs

✅ Continuously optimize and test new campaign approaches

ASSUMPTION: The role involves a mix of strategic planning, campaign execution, and stakeholder management. It requires a balance of creativity, data-driven decision making, and strong project management skills.

🎯 Required Qualifications

Education: Not specified

Experience: At least 7 years in brand marketing, with digital marketing background preferred

Required Skills:

• Excellent communication in Mandarin and English
• Familiarity with office software
• Ability to travel based on business requests

Preferred Skills:

• FMCG, beauty, or Mum & Baby category experience

ASSUMPTION: While not explicitly stated, a bachelor's degree in marketing, business, or a related field is typically expected for this role. Additionally, experience in the FMCG or related industries is highly desirable.

💰 Compensation & Benefits

Salary Range: The base pay for this position is not specified. However, according to Glassdoor, the average salary for a Brand Manager at Abbott in Shanghai is approximately ¥350,000 - ¥450,000 per year.

Benefits:

• Not specified

Working Hours: Standard, 40 hours per week

ASSUMPTION: Abbott offers a comprehensive benefits package, including health insurance, retirement plans, and employee discounts. However, the specific benefits for this role are not mentioned in the job description.

📌 Applicant Insights

🔍 Company Context

Industry: Abbott operates in the healthcare industry, with a focus on nutrition, diagnostics, medical devices, and branded generic pharmaceuticals. The company is a global leader in its field, with products sold in over 160 countries.

Company Size: Abbott is a large company with over 10,000 employees worldwide. This size offers opportunities for career growth and exposure to diverse teams and projects.

Founded: Abbott was founded in 1888 and has a long history of innovation and growth in the healthcare industry.

Company Description:

• Abbott is a global healthcare leader that helps people live more fully at all stages of life
• The company's portfolio of life-changing technologies spans the spectrum of healthcare
• Abbott is committed to improving lives through its products and services

Company Specialties:

• Nutrition
• Diagnostics
• Medical Devices
• Branded Generic Pharmaceuticals

Company Website: https://www.abbott.com

ASSUMPTION: Abbott's size and global presence offer opportunities for career growth and exposure to diverse teams and projects. The company's focus on innovation and improving lives makes it an attractive employer for those passionate about healthcare.

📊 Role Analysis

Career Level: This role is at the mid-level management stage. It requires strategic thinking, team leadership, and project management skills.

Reporting Structure: The Brand Manager reports to the Marketing Director and oversees the brand strategy and campaign execution for the Pediatric Nutrition portfolio.

Work Arrangement: This role is on-site, with the possibility of travel based on business requests.

Growth Opportunities:

• Potential career progression to Senior Brand Manager or Marketing Director roles
• Opportunities to work on diverse brands and product categories
• Exposure to cross-functional teams and global projects

ASSUMPTION: Abbott offers opportunities for career growth and development. The company's large size and global presence provide ample opportunities for employees to take on new challenges and advance their careers.

🌍 Location & Work Environment

Office Type: Abbott's Shanghai office is located in the Ciros Plaza, a modern and well-equipped workspace.

Office Location(s): 388 W. Nanjing Road, Ciros Plaza, Shanghai

Geographic Context:

• Shanghai is a major commercial hub and the largest city in China
• The city offers a vibrant cultural scene, diverse dining options, and numerous entertainment venues
• Shanghai has a humid subtropical monsoon climate, with mild winters and hot, humid summers

Work Schedule: The work schedule is standard, with 40 hours per week. However, the role may require additional hours during campaign execution or project deadlines.

ASSUMPTION: Shanghai offers a dynamic and fast-paced work environment, with ample opportunities for personal and professional growth. The city's cultural diversity and vibrant atmosphere make it an attractive location for expats and locals alike.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening
• In-person or video interview with the hiring manager
• Final interview with the marketing director or another senior leader

Key Assessment Areas:

• Brand strategy and campaign execution
• Communication and presentation skills
• Problem-solving and analytical skills
• Cultural fit and alignment with Abbott's values

Application Tips:

• Highlight relevant experience in brand management, digital marketing, and campaign execution
• Demonstrate a strong understanding of the ecommerce landscape and consumer trends
• Showcase your ability to work independently and creatively
• Prepare examples of successful brand campaigns you've led or contributed to

ATS Keywords: Brand strategy, digital marketing, campaign management, social media, ecommerce, market analysis, communication, teamwork, entrepreneurship, accountability, learning agility, creativity, results-driven, cross-functional collaboration, content strategy, trend analysis

ASSUMPTION: Abbott's application process is designed to assess candidates' skills, experience, and cultural fit. The company values candidates who can demonstrate a strong understanding of the brand management landscape and a proven track record of delivering results.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Social media platforms (WeChat, Weibo, etc.)
• Ecommerce platforms (Tmall, JD.com, etc.)
• Marketing automation tools (e.g., CRM, marketing analytics)

ASSUMPTION: The role requires proficiency in Microsoft Office Suite and familiarity with social media platforms and ecommerce platforms. Depending on the specific needs of the role, additional marketing automation tools may be required.

👔 Cultural Fit Considerations

Company Values:

• Innovation
• Performance
• Integrity
• Quality
• Responsibility

Work Style:

• Collaborative
• Results-driven
• Innovative
• Adaptable
• Customer-focused

Self-Assessment Questions:

• Do you have a proven track record of delivering results in brand management roles?
• Are you comfortable working independently and creatively?
• Do you thrive in a fast-paced, dynamic work environment?
• Are you passionate about improving lives through innovative healthcare solutions?

ASSUMPTION: Abbott values candidates who are results-driven, innovative, and customer-focused. The company seeks employees who can thrive in a fast-paced, dynamic work environment and are passionate about improving lives through innovative healthcare solutions.

⚠️ Potential Challenges

• Managing multiple stakeholders and balancing competing priorities
• Keeping up with the fast-paced and ever-changing ecommerce landscape
• Working in a matrix organization with cross-functional teams
• Adapting to a new work environment and culture in a foreign country (for expats)

ASSUMPTION: The role presents several challenges, including managing multiple stakeholders, keeping up with industry trends, and working in a matrix organization. Additionally, expats may face challenges adapting to a new work environment and culture in a foreign country.

📈 Similar Roles Comparison

• Compared to other brand management roles, this position places a stronger emphasis on digital marketing and ecommerce
• Unlike other roles in the FMCG industry, this position focuses specifically on the pediatric nutrition category
• Career progression in this role may lead to senior brand management or marketing director positions within Abbott's nutrition division

ASSUMPTION: This role is unique in its focus on the pediatric nutrition category and the ecommerce landscape. However, the core responsibilities and required qualifications are similar to those of other brand management roles in the FMCG industry.

📝 Sample Projects

• Developing and executing a successful social media campaign for Pediasure
• Launching a new product line in the CBEC channel and driving sales growth
• Conducting market research to identify consumer trends and preferences in the pediatric nutrition category

ASSUMPTION: These sample projects are designed to showcase the candidate's ability to develop and execute brand campaigns, launch new products, and conduct market research. They are representative of the types of projects the Brand Manager may work on in this role.

❓ Key Questions to Ask During Interview

• What are the key priorities for this role in the first 90 days?
• How does this role fit into the overall marketing strategy for Abbott's nutrition division?
• What are the most significant challenges facing the Pediatric Nutrition portfolio in the CBEC channel?
• How does Abbott support the professional development and growth of its brand managers?
• What is the company culture like at Abbott, and how does it support innovation and creativity?

ASSUMPTION: These interview questions are designed to provide insight into the role's priorities, challenges, and opportunities for growth. They also aim to assess the company culture and Abbott's commitment to supporting its employees' professional development.

📌 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 in brand management, digital marketing, and campaign execution
• Prepare examples of successful brand campaigns you've led or contributed to
• Follow up with the hiring manager one week after submitting your application to confirm receipt and reiterate your interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.