- Driving business growth through insightful consumer engagement and digital marketing strategies.
- Managing EC in-site campaigns and collaborating with cross-functional teams.
- Protecting brand image and ensuring brand consistency across digital platforms.
- Working in a fast-paced, matrix organization with global and regional teams.
ASSUMPTION: This role requires a high level of autonomy and cross-functional collaboration, with a strong focus on data-driven decision making and strategic thinking.
📋 Key Responsibilities
- Develop and execute EC consumer plans to drive business growth and consumer assets.
- Manage EC in-site IP campaigns and in-site content marketing, collaborating with brand, digital, and media teams.
- Serve as the EC gatekeeper, ensuring brand image protection and consistency.
- Analyze data and insights to inform strategic decisions and improve business operations.
ASSUMPTION: This role requires a strong understanding of digital marketing, ecommerce, and data analytics, as well as the ability to work effectively with cross-functional teams.
🎯 Required Qualifications
- Education: Bachelor's degree or above in business, marketing, communication, or a related field.
- Experience: 6+ years of relevant digital marketing and ecommerce experience in the FMCG industry, with a preference for experience in personal care, beauty, baby & kids, or quick-service restaurants (e.g., KFC, McDonald's, Starbucks).
- Required Skills:
- Excellent English communication skills (both oral and written).
- Strong marketing fundamentals and data analytics skills.
- Deep understanding of digital and ecommerce traffic ecosystems, digital/social/EMKT knowledge, and performance media.
- Hands-on experience with brand digital campaign planning, creative development, KOL/IP partnership, and agency management.
- Preferred Skills:
- Experience working in a matrix organization.
- Familiarity with Haleon's product portfolio.
ASSUMPTION: Candidates with experience in innovative companies and a strong understanding of the Chinese digital marketing landscape will be at an advantage.
💰 Compensation & Benefits
- Salary Range: Based on industry standards for a mid-senior level role in Shanghai, the estimated salary range is ¥350,000 - ¥500,000 per year. This is inclusive of base salary and variable compensation.
- Benefits: Comprehensive benefits package, including health insurance, retirement plans, and performance-based bonuses.
- Working Hours: Full-time position with standard office hours (Monday to Friday, 9:00 AM - 6:00 PM), with flexibility for remote work as needed.
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
- Industry: Consumer Goods & Services, with a focus on consumer health and well-being.
- Company Size: 10,001+ employees, with a global presence and a strong commitment to diversity, equity, and inclusion.
- Founded: 2022 (as Haleon; previously part of GlaxoSmithKline)
- Company Description: Haleon is a global leader in consumer health, delivering better everyday health with humanity. With a portfolio of trusted brands, including Sensodyne, Panadol, and Centrum, Haleon combines deep human understanding and trusted science to make everyday health more inclusive, achievable, and sustainable.
- Company Specialties: Consumer Goods and Consumer Health
📊 Role Analysis
- Career Level: Mid-Senior level, with opportunities for growth and career progression within the organization.
- Reporting Structure: This role reports directly to the EC Marketing Manager and works closely with cross-functional teams, including brand, digital, media, sales, and TP teams.
- Work Arrangement: On-site, with flexibility for remote work as needed. The role requires regular collaboration with global and regional teams, as well as frequent travel to other Haleon offices and client meetings.
- Growth Opportunities: This role offers the opportunity to work on high-impact projects, gain exposure to global teams, and develop skills in digital marketing, ecommerce, and brand management.
ASSUMPTION: Successful candidates will have a strong desire to learn, adapt quickly to new environments, and thrive in a fast-paced, dynamic organization.
🌍 Location & Work Environment
- Office Type: Modern, collaborative office space with state-of-the-art facilities.
- Office Location: Shanghai, China (HuangPu District - The Headquarters Building)
- Geographic Context: Shanghai is a bustling metropolis with a vibrant culture, rich history, and a thriving consumer market. The office is conveniently located in the HuangPu District, offering easy access to public transportation and amenities.
- Work Schedule: Standard office hours with flexibility for remote work as needed. The role may require occasional overtime or weekend work to meet project deadlines.
ASSUMPTION: Candidates should be comfortable working in a fast-paced, dynamic environment and be able to adapt to changing priorities and workloads.
💼 Interview & Application Insights
- Typical Process: Online application submission → Phone/Video screen → In-depth interviews with hiring managers and team members → Final round with senior leadership → Job offer
- Key Assessment Areas: Digital marketing and ecommerce expertise, data analytics skills, strategic thinking, communication and interpersonal skills, cultural fit
- Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills.
- Prepare examples of your digital marketing and ecommerce achievements, as well as data-driven insights and strategic decisions you've made in previous roles.
- Research Haleon's brand portfolio and understand the consumer health market in China to demonstrate your enthusiasm and cultural fit.
ASSUMPTION: Haleon uses an Applicant Tracking System (ATS) to manage job applications. Including relevant keywords in your resume and cover letter can help your application stand out and improve your chances of being selected for an interview.
🛠️ Tools & Technologies
- Marketing automation platforms (e.g., Marketo, Adobe Experience Cloud)
- Ecommerce platforms (e.g., Alibaba, JD, Tmall)
- Data analytics tools (e.g., Google Analytics, Tableau)
- Project management tools (e.g., Asana, Trello)
- Collaboration tools (e.g., Microsoft Office Suite, Google Workspace)
ASSUMPTION: Candidates should be comfortable using digital marketing and ecommerce tools, as well as collaboration platforms to work effectively with cross-functional teams.
👔 Cultural Fit Considerations
- Company Values: Better everyday health with humanity, diversity, equity, and inclusion, integrity, and performance.
- Work Style: Collaborative, agile, data-driven, and results-oriented.
- Self-Assessment Questions:
- How do you embody Haleon's values in your daily work?
- How do you approach data-driven decision making and strategic thinking?
- How do you collaborate effectively with cross-functional teams in a fast-paced environment?
ASSUMPTION: Candidates should align with Haleon's values and be comfortable working in a dynamic, collaborative environment that prioritizes data-driven decision making and results.
⚠️ Potential Challenges
- Working in a fast-paced, matrix organization with global and regional teams.
- Balancing multiple priorities and stakeholders, with a focus on data-driven decision making and strategic thinking.
- Adapting to a rapidly evolving digital marketing and ecommerce landscape.
- Navigating the unique cultural and business environment of the Chinese consumer market.
ASSUMPTION: Candidates should be comfortable working in a dynamic, fast-paced environment and be able to adapt quickly to new challenges and priorities.
📈 Similar Roles Comparison
- This role is similar to other senior brand manager positions in the consumer goods and services industry, with a focus on digital marketing and ecommerce.
- However, this role is unique in its focus on the Chinese consumer market and Haleon's portfolio of consumer health brands.
- Career progression opportunities may include moving into a regional or global role, or specializing in a specific aspect of digital marketing or ecommerce.
ASSUMPTION: Candidates should research similar roles in the industry to better understand the market and identify opportunities for growth and development.
📝 Sample Projects
- Developing and executing a data-driven EC consumer plan to drive business growth and consumer assets.
- Managing a high-impact EC in-site IP campaign, collaborating with cross-functional teams to deliver exceptional results.
- Analyzing data and insights to inform strategic decisions and improve business operations, with a focus on protecting brand image and ensuring brand consistency.
ASSUMPTION: Candidates should be prepared to discuss their experience with similar projects and demonstrate their ability to deliver results in a fast-paced, dynamic environment.
❓ 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 teams, both locally and globally?
- What are the most significant challenges facing the consumer health market in China, and how can this role address them?
- What opportunities are there for professional development and growth within the organization?
- How does Haleon support work-life balance for its employees?
ASSUMPTION: Candidates should prepare thoughtful questions that demonstrate their interest in the role and their understanding of the organization and its priorities.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through [this link](https://gsknch.wd3.myworkdayjobs.com/GSKCareers/job/China---Shanghai---HuangPu-District---The-Headquarters-Building/Sr-EC-Brand-Manager_533760).
- Tailor your resume and cover letter to highlight relevant experience and skills.
- Prepare examples of your digital marketing and ecommerce achievements, as well as data-driven insights and strategic decisions you've made in previous roles.
- Research Haleon's brand portfolio and understand the consumer health market in China to demonstrate your enthusiasm and cultural fit.
- Follow up with the hiring team one week after submitting your application to confirm receipt and reiterate your interest in the role.
⚠️ Disclaimer
This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
