Senior Brand Manager- Innovation, Dairy

Job Description & Responsbilities

You will work side by side with the Head of Innovation, Dairy and Healthy Ageing to find the future fuel for Danone China’s growth for the next 3-5 years beyond existing categories, portfolio and brands.

1. Identify and unlock the demand spaces that can bring sufficient pipeline of sustainable, scalable, and profitable innovation in the Dairy category, with focus on Performance Protein.

· Deep dive into the needs and barriers of consumers. Find the key drivers that resonate with them and shape behaviours and attitudes.

· Map the competitive landscape and assess where the gaps are, matching with Danone assets.

2. Develop winning Disruptive Distinctive Consumer Value Propositions

· Develop full product mix (proposition, product brief, claims, package, etc.) that resonate with the target consumer and cut through competition. Validate with consumers with speed and agility.

· Co-work with internal and external stakeholders to develop branding strategy (brand hierarchy, name, logo, visual identity, etc.)

· Develop brand communication guidebook, including brand positioning statement, message house, brand imagery, etc.

3. Bring the innovation to the market

· Co-build strong business case to bring sustainable, scalable and profitable innovation to the market.

· Co-lead the innovation project with PM to ensure on time on quality NPD launch in market.

· Co-work with the commercial team to develop RTM model and commercial launch plan.