📌 Core Information
🔹 Job Title: Brand Manager
🔹 Company: Henkel group
🔹 Location: Shanghai, CN
🔹 Job Type: Full-time
🔹 Category: Brand Management
🔹 Date Posted: 2025-07-17
🔹 Experience Level: 5-10 years
🔹 Remote Status: Hybrid (Office-based with remote flexibility)
🚀 Job Overview
Key aspects of this role include:
- Acting as the offline brand delivery manager for KA & Distributor channels
- Focusing on business development and brand building
- Managing marketing budget and optimizing ROI
- Leading multi-functional teams to activate commercial plans
ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and the ability to work effectively with cross-functional teams.
📋 Key Responsibilities
✅ Define VS offline GTM strategy based on analyzed brand opportunities and channel/shopper insights
✅ Lead VS offline business planning cycle, including business building block, by channel sufficiency check and monthly/quarterly/yearly business review
✅ Manage VS marketing budget spending plan, optimize ROI to enable channel business delivery and ensure sufficient channel support
✅ Partner with and lead multi-functional teams (KA, TMKT, Media, Brand design, etc.) to activate VS offline channel commercial plan
ASSUMPTION: This role involves a high degree of collaboration and requires strong project management skills to manage multiple stakeholders and projects simultaneously.
🎯 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:
- Solid data analysis capability (must)
- Strong channel customer/shopper understanding, especially for offline channels (must)
- Experience in offline activities including product launching, events, POSM design, etc.
- Experience in distribution channel business building
Preferred Skills:
- Fluency in English and Mandarin
- Experience working in a multinational corporation
ASSUMPTION: Given the role's focus on offline channels and brand building, candidates with experience in FMCG or retail industries are likely to be more successful.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a Brand Manager role in Shanghai, the estimated salary range is ¥350,000 - ¥500,000 per annum. This is an estimate and the actual salary may vary based on experience and performance.
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: Full-time position with standard office hours (Monday to Friday, 9:00 AM to 6:00 PM) and flexibility for remote work
ASSUMPTION: The salary range provided is an estimate based on market research and may vary based on the candidate's experience and performance. Henkel offers a comprehensive benefits package to attract and retain top talent.
📌 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 corporation with a strong presence in the manufacturing industry.
Company Size: Henkel has 10,001+ employees globally, providing a large and diverse work environment with ample 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 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.
- The company is headquartered in Düsseldorf, Germany, and has a strong global presence with operations in over 79 countries worldwide.
- Henkel is committed to sustainability and has set ambitious targets to reduce its environmental footprint and contribute to a more sustainable future.
Company Specialties:
- Adhesive Technologies
- Consumer Brands
- Innovation and R&D
Company Website: http://www.henkel.com
ASSUMPTION: Henkel's extensive global presence and diverse product portfolio provide numerous opportunities for career growth and development within the company.
📊 Role Analysis
Career Level: This role is at the mid-level management stage, with opportunities for growth into senior management or specialist roles within the brand management function.
Reporting Structure: The Brand Manager reports directly to the Marketing Director and works closely with cross-functional teams, including KA, TMKT, Media, and Brand design.
Work Arrangement: This role operates on a hybrid work arrangement, with a combination of office-based and remote work. The specific office location(s) for this role are in Shanghai, CN.
Growth Opportunities:
- Progression into senior brand management roles or specialist positions within Henkel's global organization
- Expansion into new markets or business units within the company
- Development of leadership and management skills through working with cross-functional teams and mentoring junior colleagues
ASSUMPTION: Given Henkel's global presence and diverse product portfolio, there are numerous opportunities for career growth and development within the company.
🌍 Location & Work Environment
Office Type: Henkel's Shanghai office is a modern, collaborative workspace with a mix of open-plan and private offices.
Office Location(s): HCI Shanghai-Zhangjiang, Shanghai-Zhangjiang, Shanghai, CN (main office) and additional offices in Shanghai, CN
Geographic Context:
- Shanghai is a major commercial hub and the largest city in China, offering a vibrant and dynamic work environment with numerous cultural, entertainment, and dining options.
- The city is well-connected by public transportation, making it easy to commute to and from work.
- Shanghai has a subtropical monsoon climate, with mild winters and hot, humid summers.
Work Schedule: The work schedule for this role is Monday to Friday, 9:00 AM to 6:00 PM, with flexibility for remote work and a hybrid work arrangement.
ASSUMPTION: The hybrid work arrangement and flexible work hours provide a good work-life balance for employees, allowing them to manage their personal and professional responsibilities effectively.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the HR department
- In-depth interviews with the hiring manager and relevant team members
- Final interview with the Marketing Director
Key Assessment Areas:
- Strategic thinking and brand management skills
- Data analysis and interpretation capabilities
- Cross-functional team collaboration and leadership
- 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
- Prepare for behavioral and situational interview questions that focus on your problem-solving skills, leadership, and adaptability
- Research Henkel's company culture and values to demonstrate your fit and enthusiasm for the role
ATS Keywords: Brand Manager, FMCG, Marketing, Trade Marketing, Data Analysis, Channel Understanding, Product Launching, Event Management, POSM Design, Distribution Channel Business Building
ASSUMPTION: Henkel's recruitment process is designed to assess candidates' skills, experience, and cultural fit, with a focus on finding the best fit for the role and the company.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Data analysis tools (e.g., Excel, Google Analytics)
- Project management tools (e.g., Asana, Trello)
- Marketing automation tools (e.g., Marketo, HubSpot)
ASSUMPTION: The specific tools and technologies required for this role may vary depending on the team's preferences and the projects being worked on.
👔 Cultural Fit Considerations
Company Values:
- Pioneering
- Responsibility
- Sustainability
- Performance
- Teamwork
Work Style:
- Collaborative and team-oriented
- Results-driven and focused on delivering high-quality work
- Adaptable and open to change
- Committed to continuous learning and professional development
Self-Assessment Questions:
- Do I have a strong track record of driving business growth and brand building in FMCG or retail environments?
- Am I comfortable working in a fast-paced, dynamic, and collaborative team environment?
- Do I have a proven ability to manage marketing budgets and optimize ROI?
ASSUMPTION: Henkel values diversity and inclusion, and actively seeks candidates who can contribute to a positive and collaborative work environment.
⚠️ Potential Challenges
- Managing multiple stakeholders and projects simultaneously
- Balancing strategic thinking with day-to-day tactical execution
- Adapting to a fast-paced and dynamic work environment
- Working effectively in a hybrid or remote work arrangement
ASSUMPTION: These challenges can be overcome with strong project management skills, effective communication, and a proactive approach to problem-solving.
📈 Similar Roles Comparison
- Compared to other brand management roles, this position has a stronger focus on offline channels and distribution channel business building
- Henkel's global presence and diverse product portfolio offer more extensive career growth opportunities compared to smaller or more specialized companies
- This role requires a higher level of data analysis and strategic thinking compared to entry-level or junior brand management positions
ASSUMPTION: Candidates with experience in FMCG or retail industries and a strong track record of driving business growth and brand building are likely to be more successful in this role.
📝 Sample Projects
- Developing and implementing a GTM strategy for a new product launch in the offline channel
- Conducting a channel sufficiency check and business review for an existing brand, and recommending strategic adjustments to improve performance
- Managing a marketing budget for a quarterly campaign, optimizing ROI, and ensuring sufficient channel support
ASSUMPTION: These sample projects illustrate the strategic and tactical aspects of the role, as well as the importance of data-driven decision-making and effective communication with cross-functional teams.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics for this role, and how it collaborates with other departments?
- How does Henkel support the professional development and growth of its brand management team members?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does Henkel approach sustainability and environmental responsibility in its operations and products?
- What are the most important qualities and skills for success in this role, according to the hiring manager?
ASSUMPTION: Asking thoughtful and insightful questions demonstrates your interest in the role and helps you better understand the work environment and company culture.
📌 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 behavioral and situational interview questions that focus on your problem-solving skills, leadership, and adaptability
- Research Henkel's company culture and values to demonstrate your fit and enthusiasm for the role
- Follow up with the HR department one week after submitting your application to confirm receipt and inquire about the next steps in the interview process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
