About the Job

Job Family: Marketing

Working Location: Shanghai

Working Time: Full-time

Degree Requirement: Bachelor

Seniority: Experienced professionals

People Management Experience: No

Job Description & Responsbilities

The brand equity manager for Aptamil has a pivotal role in ensuring that Aptamil communication is building our megabrand as the best in market and resonating with consumers, driving growth and profitability.  

 

3 main missions: 

Aptamil bestselling range positioning strategy

Establish a comprehensive range positioning to increase equity and market presence. With one of the world largest infant milk portfolio, managing the range strategy requires working with overall megabrand portfolio in mind, drafting the best way to maximize its value in our portfolio.

 

Range communication and Messaging to drive in market superiority versus competition 

Get a keen understanding of targeted consumers and competition to turn insights into powerful communication system (claims and visuals assets) 

  1. Design winning claims to anchor product communication in a superior and memorable manner in a hyper competitive and fast-moving market 

  1. Bringing to life impactful visual to amplify product proposition   

Analyze business performance, campaigns & consumer feedback etc. working with Brand Activation team in continuously refining the assets, the claims, and the communication strategy. 

 

Innovation partner 

Focusing on the business strategy and the communication strategy for a successful launch in market, co-work with regional innovation team and local activation team to land our lastest innovaiton in market.

 

A cross-function wizard 

  1. Co-work with regional team on innovation strategic intention and lead landing in China market 

  1. Co-work with activation team to make sure communication and positioning are suitable for in market activation  

  1. Co-work with science team and legal to unearth superior claims 

 

Functional Competencies 

  • Creative thinker: ability to develop innovative range communication strategies. Ability to translate complicated technology into easy-to-understand consumer language 

  • Detail-oriented: keen eye for detail to ensure brand consistency  

  • Strategic mindset: ability to think long-term with the complexity of portfolio interdependency to build on range performance and mega brand goals, strong logic, well-structured thinking and result driven 

  • Adaptable: flexibility to adjust strategies based on market changes and performance data

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