Senior Brand Manager

📌 Core Information

🔹 Job Title: Senior Brand Manager

🔹 Company: Henkel

🔹 Location: Shanghai, China

🔹 Job Type: Full-time

🔹 Category: Marketing

🔹 Date Posted: July 8, 2025

🔹 Experience Level: Mid-Senior level (8+ years)

🔹 Remote Status: Hybrid (30 days WFA per year)

🚀 Job Overview

Key aspects of this role include:

• Brand portfolio management and optimization
• Campaign activation for brand relaunches and NPD launches
• Channel optimization and retail enhancement
• Business tracking and deep dive analysis
• MKT budget plan and management

ASSUMPTION: This role requires a strategic mindset, strong business acumen, and the ability to work cross-functionally with various teams.

📋 Key Responsibilities

✅ Brand Portfolio Management (15%): Work with the Brand Design team to optimize existing portfolios and develop future NPD based on consumer needs.

✅ Campaign Activation (20%): Lead integrated marketing plans for brand relaunches and NPD launches, including campaign briefs, creative production, media plans, PR, and social amplification across all touchpoints.

✅ Channel Optimization (35%): Collaborate with TMKT and channels to understand channel insights and optimize brand channel strategy, maximizing growth via elevated in-store experiences and innovative retail enhancement tactics.

✅ Business Tracking (20%): Analyze brand sell-in and sell-out performance by product line and channel to ensure target achievement.

✅ MKT Budget Plan & Management (10%): Responsible for brand annual budget plan and monthly expense tracking.

ASSUMPTION: This role involves a mix of strategic planning, hands-on campaign execution, and data-driven analysis to drive brand growth.

🎯 Required Qualifications

Education: Bachelor's degree or higher

Experience: At least 8 years of working experience in the FMCG industry, with a focus on skin care, PC, HC, and foods

Required Skills:

• Fluent oral and written English
• Result-driven and growth mindset
• Good at end-to-end marketing scope
• Good knowledge of business channels and close with business

Preferred Skills:

• Preferred experience in trade marketing

ASSUMPTION: Candidates with a strong background in FMCG marketing and experience working with multiple channels will be well-suited for this role.

💰 Compensation & Benefits

Salary Range: Based on industry standards for a Senior Brand Manager role in Shanghai, the estimated salary range is CNY 400,000 - 600,000 per year. This range takes into account the candidate's experience level and the company's size and industry.

Benefits:

• Flexible work scheme with flexible hours and hybrid work model
• 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 working hours (40 hours/week) and flexible work arrangements.

ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's specific qualifications and experience.

📌 Applicant Insights

🔍 Company Context

Industry: Henkel operates in the manufacturing industry, with a focus on adhesive technologies and consumer brands.

Company Size: Henkel is a large, multinational corporation with over 10,000 employees worldwide. This size offers numerous growth opportunities and a diverse work environment.

Founded: Henkel was founded in 1876 and has since grown into a global leader in its industries.

Company Description:

• Henkel operates worldwide with leading innovations, brands, and technologies in two business areas: Adhesive Technologies and Consumer Brands.
• The company 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 is headquartered in Düsseldorf, Germany, and counts among the most internationally aligned German-based companies in the global marketplace.

Company Specialties:

• Adhesive Technologies
• Consumer Brands

Company Website: henkel.com

ASSUMPTION: Henkel's large size and global presence offer numerous opportunities for career growth and development.

📊 Role Analysis

Career Level: This role is at the senior level, requiring a high degree of expertise and experience in brand management.

Reporting Structure: The Senior Brand Manager reports directly to the Brand Delivery team and works closely with various functions, including Brand Design, TMKT, and Channels.

Work Arrangement: This role offers a flexible work scheme with flexible hours, a hybrid work model, and the opportunity to work from anywhere for up to 30 days per year.

Growth Opportunities:

• Diverse national and international growth opportunities within Henkel's global organization
• Potential to take on increased responsibilities or move into leadership roles as the company continues to grow

ASSUMPTION: The Senior Brand Manager role offers significant growth potential within Henkel's global organization.

🌍 Location & Work Environment

Office Type: Henkel's Shanghai office is a modern, collaborative workspace designed to foster innovation and creativity.

Office Location(s): HCI Shanghai-Zhangjiang and Shanghai-Zhangjiang

Geographic Context:

• Shanghai is a major commercial and financial hub in China, offering a vibrant and dynamic work environment.
• The city is known for its rich cultural heritage, modern infrastructure, and diverse culinary scene.
• Shanghai's strategic location makes it an ideal base for working with Henkel's global operations.

Work Schedule: Standard working hours (40 hours/week) with flexible work arrangements.

ASSUMPTION: Working in Shanghai offers a unique blend of cultural experiences and professional opportunities.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening
• On-site or virtual interview with the hiring manager and relevant stakeholders
• Final round interview with senior leadership

Key Assessment Areas:

• Brand management expertise and strategic thinking
• Cross-functional collaboration and stakeholder management skills
• Data-driven decision-making and analytical skills
• Cultural fit and alignment with Henkel's values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Demonstrate your understanding of the FMCG industry and Henkel's business
• Showcase your ability to drive brand growth and optimize channel strategies

ATS Keywords: Brand Portfolio Management, Brand Relaunch, NPD Launch Campaign Activation, Channel Optimization, Retail Enhancement, Business Tracking, MKT Budget Plan, Management, Fluent English, Result Driven, Growth Mindset, End-to-End Marketing, Trade Marketing

ASSUMPTION: Henkel's recruitment process is designed to assess candidates' skills and cultural fit for the role and the organization.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Marketing automation and analytics tools (e.g., Google Analytics, Adobe Marketing Cloud)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: The specific tools and technologies used may vary depending on the candidate's role and responsibilities.

👔 Cultural Fit Considerations

Company Values:

• Pioneering
• Responsible
• Together

Work Style:

• Collaborative and cross-functional
• Data-driven and analytical
• Innovative and strategic

Self-Assessment Questions:

• How do you align with Henkel's company values, particularly 'Pioneering' and 'Responsible'?
• How comfortable are you working in a collaborative, cross-functional environment?
• How do you approach data-driven decision-making and continuous learning?

ASSUMPTION: Henkel places a strong emphasis on cultural fit and seeks candidates who align with its core values and work style.

⚠️ Potential Challenges

• Managing multiple brands and campaigns simultaneously
• Working with diverse stakeholders across multiple functions and regions
• Adapting to a fast-paced, dynamic work environment
• Navigating a large, multinational organization with a matrix reporting structure

ASSUMPTION: These challenges can be overcome with strong project management skills, effective communication, and a strategic mindset.

📈 Similar Roles Comparison

• Compared to other Senior Brand Manager roles, this position offers a broader scope of responsibilities, including channel optimization and retail enhancement
• Henkel's global presence provides more extensive growth opportunities and international exposure
• Career progression may vary depending on the specific brand and category within Henkel's portfolio

ASSUMPTION: This role offers a unique blend of strategic and tactical responsibilities, with significant growth potential within Henkel's global organization.

📝 Sample Projects

• Developing and executing a comprehensive brand relaunch campaign, including campaign brief, creative production, media plan, PR, and social amplification
• Optimizing channel strategy and in-store experiences to drive brand growth and maximize sales
• Conducting a deep dive analysis of brand sell-in and sell-out performance to identify trends and opportunities

ASSUMPTION: These sample projects illustrate the breadth of responsibilities and strategic nature of the Senior Brand Manager role at Henkel.

❓ 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, such as Brand Design, TMKT, and Channels?
• What are the most significant challenges facing the brand portfolio, and how can this role address them?
• What opportunities are there for growth and development within Henkel's global organization?
• How does Henkel support work-life balance and employee well-being?

ASSUMPTION: Asking these questions demonstrates your interest in the role and commitment to understanding Henkel's culture and priorities.

📌 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 for this role
• Prepare examples of your brand management and campaign activation work to showcase during the interview
• Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications

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