Senior Brand Manager

JOB DESCRIPTION:

Role Overview Senior Brand Manager (ANI - Adult)

Lead Abbott Adult Nutritions largest marketleading brand in Hong Kong. Reporting to the Marketing Manager (total Adult). This role owns accountability for brand strategy business performance and execution excellence in downstream segment (retail consumer). The position owns endtoend brand building with strong focus on IMC effectiveness digital ROI media innovation and performancedriven growth to deliver sustainable results and longterm brand leadership.

Brand & Business Leadership

• Lead a flagship brand in the Adult Nutrition category to deliver sales growth market share leadership and brand KPIs fueling competitive growth in the consumer retail market.

• Act as brand guardian ensuring strong positioning and consistent execution across all consumer and customer touchpoints.

• Own full P&L responsibility driving disciplined investment decisions and clear measurable returns.

Strategy & Brand Building

• Work with Marketing Manager to define and deliver short and longterm brand strategies; collaborate closely with the Market Insights team to uncover track and activate consumer and market intelligence.

• Build differentiated brand positioning and communication platforms to drive penetration loyalty and usage occasions.

• Monitor and optimize brand health campaign effectiveness and marketing ROI to support sustainable growth.

Integrated Marketing Execution

• Lead endtoend integrated marketing planning and execution across ATL and consumer activation.

• Ensure strong linkage between brand strategy and inmarket execution through close partnership with Sales and Trade Marketing.

• Manage agencies and vendors with tight budget control and execution excellence.

• Collaborate with Ethical Marketing team to maximize upstream and downstream synergy and total brand strategy.

• Work closely with China crossborder teams to synergize brand strategy communication and innovation priorities for total brand synergy.

Effective IMC & DigitalFirst Marketing

• Drive IMC effectiveness ensuring consistent insightled messaging across paid owned and earned channels throughout the consumer journey.

• Own performanceled digital and media strategy optimizing funnel efficiency conversion and media ROI.

• Champion media innovation and testandlearn approaches to improve reach quality engagement and effectiveness.

• Translate digital and media performance data into clear insights and optimization actions.

Innovation & Portfolio Management

• Lead product innovation and renovation with regional and local teams to deliver ontimeinfull launches.

• Translate nutrition science into compelling compliant consumer propositions and generate credible fact-based product claims with medical and scientific stakeholders.

• Build a focused innovation roadmap to address unmet consumer needs and longterm growth opportunities.

Performance & Leadership

• Track sales digital/media KPIs competitive activity and market trends; provide clear insights and recommendations to management.

• Own forecasting budgeting and business reporting with rigor and accuracy.

• Coach and develop team members to build brand and digital capability.

Experience & Capabilities

• Degree in Marketing Business or related discipline.

• 7 years of brand or consumer marketing experience preferably in FMCG Nutrition or Healthcare industries.

• Proven success managing large marketleading brands with strong commercial impact.

• Strong ownership across brand strategy IMC effectiveness digital & social and media investment. Demonstrated ability to drive digital ROI.

• Solid experience in performance marketing media planning and innovation social platforms content and KOLs.

• Highly analytical commercially driven and decisive with strong strategic judgment and prioritization capability.

• Excellent stakeholder management and project leadership skills in matrix environments.

• China CBEC insights and understanding of China digital & social ecosystem are a plus.

• Entrepreneurial agile and resilient.

• Experienced people manager is a plus.

• Fluent in English Cantonese and Mandarin.

The base pay for this position is

In specific locations the pay range may vary from the range posted.

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