Brand Manager

Treasury Wine Estates

  • Shanghai
  • Permanent
  • Full-time
  • 2 months ago
Job Description:About us:Treasury Wine Estates (TWE) we are proud of our portfolio of brands that have tremendous heritage, rich quality, and a reputation for excellence across the globe. At TWE we are led everyday by our purpose, Boldly Cultivating. We are boldly cultivating value through our brands, wine, people & environment for enriched & joyful communities.At TWE we cultivate our teams to be their very best. And in turn, our people push us to make bigger and bolder decisions. Our focus on Boldly Cultivating unites us as a global team - known for the experiences we create for our consumers, customers, partners, suppliers and our people.About the position:Manage major elements of brand activities for China, and work with guidance from Marketing Manager to:Strategy and planning:
  • Input into portfolio, priority market and channel plans from a brand perspective
  • Develop annual brand plans, in consultation with key commercial, marketing and supply stakeholders
  • Work with commercial partners to project financial and demand plans (volumes, pricing, portfolio mix, A&P investment) for brand
  • Collaborate with global brand teams and commercial partners to develop direction of brand
  • Work with commercial partners to support sell through and profit maximisation of allocated products
Brand management and campaign development:
  • Leverage consumer, shopper, and commercial insights to drive brand plans and through-the-line campaign development
  • Influence the development of global big ideas with local market requirements
  • Localise global campaign materials where necessary (with a bias to utilising existing assets)
  • Ensure that campaigns are delivered on time, on budget and with quality;
  • Assess the efficacy of campaigns via metrics-led reviews and adjust accordingly
Digital and Influencer marketing:
  • Plan digital marketing campaigns, including web, SEO/SEM, email, social media and display advertising
  • Maintain our social media presence across all digital and social channels
  • Measure and reporting on the performance of all digital and social campaigns
  • Identify trends and insights, and optimize spend and performance based on the insights
  • Collaborate with internal teams to create landing pages and optimize user experience
  • Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points
  • Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate
Product and Innovation:
  • Interact with sales, trade marketing, and logistics on stock management for China
  • Leveraging insights and / or global initiatives, drive innovation that will resonate and grow profits in China
  • Work with the insights team on developing and executing local insights briefs
Agency and Budget Management:
  • Provide input to a clear and comprehensive annual scope of works for creative and media agencies
  • Develop high quality briefs and hold agencies accountable for delivering against these
  • Provide clear, consolidated, timely feedback to guide agencies responses
  • Ensure that spend is managed within budgets and that PO's and invoices are raised as per policy
Influencing Consumers, Customers, Distributors and KOLs:
  • Work closely with Trade marketing teams and sales teams to fully activate brand plans within channels and accounts
  • Work closely with the sales team, be a strong brand advocate. Key activities will include hosting lunches, tastings and meeting with buyers, owners and journalists
  • Participate in sales activities including Key Account Teams, customer meetings and consumer events
  • Deliver flawless events (leveraging key regional and global sponsorships where applicable) and leverage via PR, social and trade marketing
About you:
  • Minimum of 5 years Brand Management experience at a Brand Manager or Assistant Brand Manager level preferably in an FMCG environment; wine and spirits industry highly desirable
  • Tertiary education in Marketing, Business highly desirable
  • Wine especially Australian wine knowledge desirable
  • Previous wine certification would be an important attribute but above all a passion for wine will be required.
  • Experience working within a fast moving environment with the ability to multi-task
  • Experience “selling” to retailers, distributors or the on premise market would be desirable
  • High computer proficiency in Microsoft Office (Word, Excel, PowerPoint, Outlook), related graphic and design applications and ACNielsen/IRI market analysis tools
  • Proficient in leveraging a variety of AI tools to enhance work efficiency and provide effective support

Treasury Wine Estates