ABOUT THE JOB AND YOU
Key Responsibilities:
Drive Aptamil IMF & Paeds brand for growth and establish and continuously strengthen the brand equity by:
1. Design a winning brand strategy based on meaningful brand proposition to create conditions for sustainable growth across China Label (CL) &Foreign Label (FL) over the strategy Plan horizon
· Develop brand strategy, including long-term such as portfolio planning and short-term as annual brand plan, together with commercial/brand marketing team in CBUs and with source countries.
· Define brand imagery building and innovation engine evolving road map based on emerging new trends and new consumer insights.
· Closely check on brand strategy execution by closely monitor performance and regular review brand status together with marketing.
· Maximize business potential with portfolio strategy.
2. Build brand assets (incl. positioning, master communication, contents & assets) and land great ICP to support brand and new product launch
· Develop innovation launch strategy and big idea.
· Visual identity. Define critical visual cue and adaptation guideline for internal and cross team.
· Develop powerful brand assets, including multiple layer message house for always-on activities and big ICP assets to represent brands and harmonize the communications
· Ensure the assets landing with BU marketing team and monitor consumer feedback and continuously sharpen the assets if necessary.
3. Drive Total brand portfolio innovation (CL&FL) through deep consumer understanding and collaboration with Science team, Source countries & global stakeholders.
· Drive for break-through innovation via deep understanding for consumer and business acumen to capture new opportunities and new trends.
· Develop sharp and competitive product proposition and build the product brief with cross-functional team.
· Develop winning product VI, to deliver production proposition and drive for purchase.
· Provide precise forecast for building business case deriving from a solid understanding of category, and the business opportunity of our innovation portfolio.
Personal Competencies:
Ø Strong analytical and strategic thinking skills. Able to dive in data and precisely get the key information to provide business insights and build action plans based on that.
Ø Strong leadership skills and ability to work both collaboratively and independently in a complex network. Be able to lead and coach team development.
Ø Eager to drive for growth and success and able to mobilize resources with great visions.
Ø Passion and excellent ability to build outstanding brand assets.
Ø Great communication and interpersonal skills with stakeholders and multi-cross function team.
Ø Proactive thinking, result-driven.
Qualification, Knowledge & Experience:
Ø Minimum university graduate.
Ø 8 years+ of mkt experience, at least 3 years’ experience as brand/sub-brand owner.
Ø Experience in strategy roles or a EMBA/MBA degree would be a plus.
Ø Solid experience in international/global communication.
Ø Good analytical skill in processing data and digging out consumer insights and business opportunities. Related background would be a plus.
Ø Fluent written and spoken English
