高级品牌经理

Job Summary/工作概述 As the Senior Brand Manager, you will be the strategic driver of Peet's brand building in China, owning annual brand strategy, brand equity management and brand communications. At the same time, as the brand's lead writer and content voice, you will set the content quality and creative standards, crafting compelling narratives around coffee, products, stores, partners and consumer experiences. 作为 Peet's 高级品牌经理，你将是中国市场品牌建设的核心推动者，主导年度品牌策略、品牌资产管理与品牌传播规划。同时作为品牌的内容主笔，你将主导品牌内容的创作与审美标准，用有质感、有洞察、有品牌灵魂的文字，讲述咖啡、产品、门店、伙伴与消费者之间的故事。 You will drive brand strategy from positioning, annual planning and campaign orchestration, to brand health monitoring and equity growth — while also staying hands-on with high-quality content creation and the oversight of brand content across all touchpoints. You will collaborate closely with the content team and external partners, driving brand awareness and shaping Peet's distinctive brand character in the China market. 你将从品牌定位、年度规划、campaign 统筹，到品牌健康度监测与品牌资产增长，全链路驱动品牌策略落地；同时也保持对高质量内容创作的手感，并对品牌在各触点的内容输出负责质量把控。你将与内容团队及外部合作伙伴紧密协作，持续提升品牌声量，塑造 Peet's 在中国市场独特的品牌气质。 Key Accountabilities/主要职责 Lead the development and execution of Peet's annual brand strategy and brand communication plan, translating business objectives into clear brand priorities and measurable brand-building initiatives. 主导 Peet's 年度品牌策略与品牌传播规划的制定与落地，将商业目标转化为清晰的品牌优先级与可衡量的品牌建设行动。 Own brand equity management — including brand positioning, brand architecture, visual and verbal identity consistency — and conduct regular brand health tracking (awareness, perception, preference, purchase intent) to inform strategic adjustments. 负责品牌资产管理，包括品牌定位、品牌架构、视觉与语言标识的一致性，并定期开展品牌健康度追踪（认知度、好感度、偏好度、购买意愿等），驱动策略调整。 Drive end-to-end planning and execution of brand campaigns, co-branding collaborations and key seasonal initiatives, working closely with product, store, and operations teams to ensure brand consistency and impact across all consumer touchpoints. 主导品牌营销活动、联名合作项目及关键季节战役的全案策划与落地执行，与产品、门店、营运等团队紧密协同，确保品牌在所有消费者触点的一致性与影响力。 Establish and optimize brand collaboration workflows with internal teams and external agencies — including creative, PR, media, and KOL partners — to ensure scalable, high-quality brand output. 搭建并优化与内部团队及外部代理商（创意、公关、媒介、KOL等）的协作流程，确保品牌输出的规模化与高质量。 Serve as the brand's editorial gatekeeper, setting content quality and creative standards, and ensuring writing quality, emotional resonance, and brand consistency across all internal and external content touchpoints. 作为品牌内容的文字把关人，制定内容质量与创意标准，把控所有对内对外内容的文字质量、感染力与品牌一致性。 Uncover compelling stories behind coffee, products, stores, partners and consumer experiences, and deliver authentic, value-driven original content to the brand. Own core content creation and quality control for brand official accounts (WeChat, Red Note, etc.), collaborating with 3rd-party teams to deliver high-quality work at scale. 深度挖掘咖啡、产品、门店、伙伴及消费者体验背后的故事，以优质原创内容为品牌注入真实的价值与温度。负责品牌官方账号（公众号、小红书等）的核心内容产出与质量把控，协同第三方团队保质保量交付。 Lead copywriting and content support for product launches, brand campaigns and key projects, including product stories, brand articles, poster copy and social content. Contribute to brand content strategy and seasonal content calendar, establishing and upholding Peet's distinctive writing voice and content style that stands out in the market. Track content performance and industry trends, continuously optimize content strategy and creative approach. 负责产品上市、品牌营销活动及关键项目的文案撰写与内容支持，包括产品故事、品牌稿、海报文案、社媒内容等。参与品牌内容战略与年度/季度内容规划，建立并维护 Peet's 独有的内容风格与文字调性，在市场中形成鲜明辨识度。追踪内容数据表现与行业趋势，持续优化内容策略与产出方式。

/必要条件 5+ years of experience in brand management, brand strategy or brand communication, with proven track record of building brand equity and running brand campaigns end-to-end. Hands-on content creation or copywriting capability is a must. 5年以上品牌管理、品牌策略或品牌传播相关工作经验，有从0到1或持续推动品牌资产建设的成功经历，能独立操盘品牌campaign全流程；具备扎实的内容创作或文案能力是必要条件。 Exceptional writing skills with strong literary foundation — fluent, textured, insightful writing across different styles and formats. Able to produce high-quality brand narratives and long-form content independently. 扎实的文字功底与出色的文学素养，文笔流畅、有质感、有洞察，擅长不同文体与风格的写作，能独立产出高质量品牌叙事与长文内容。 Strategic brand thinking — able to derive brand strategy from business objectives, translate strategy into actionable brand plans, and measure impact through brand health metrics. 具备品牌策略思维，能从商业目标倒推品牌策略，将策略转化为可执行的品牌计划，并通过品牌健康度指标衡量影响。 Keen content intuition and aesthetic judgment, with precise understanding of brand tone and voice. Good visual taste, able to collaborate with design teams to produce well-integrated visual-text content. 具备敏锐的内容嗅觉与审美判断力，对品牌调性有精准的理解和把控能力；具备良好的视觉审美，能与设计团队配合产出图文并茂的优质内容。 Deep understanding of Chinese local culture and social trends, familiar with content dissemination dynamics and media landscape, capable of creating resonant content and effective brand communication. 对中国本土文化与社会趋势有深度理解，熟悉内容传播规律与媒体生态，能够产出引发共鸣的好内容和有效的品牌传播。 Strong project management skills, able to coordinate internal and external resources, manage multiple concurrent brand and content projects on time with high quality. 具备出色的项目管理能力，能够有效统筹内外部资源，推动多个品牌与内容项目并行按时高质量交付。 Good English reading and writing skills, able to reference global brand guidelines and create bilingual content when needed. 良好的英文读写能力，能够对接全球品牌指引并产出双语内容。 Passionate about coffee and lifestyle categories, with genuine enthusiasm and long-term commitment to brand building and content work. 热爱咖啡与生活方式品类，对品牌建设与内容工作有真正的热情与长期投入的意愿。 Preferred Qualifications/优先条件 Background in traditional print media (magazines, newspapers, publishing houses) is highly preferred — e.g. lifestyle/fashion magazines, feature journalism at mainstream media. 有传统纸媒（杂志、报社、出版社）从业背景者优先，如时尚杂志、生活方式刊物、主流媒体特稿记者等。 Experience in lifestyle, F&B, FMCG or premium consumer brands' branding or content marketing roles is a strong plus. 有生活方式、餐饮、快消或高端消费品牌的品牌建设或内容营销相关经验者优先。 Personal writing columns, published works, or a track record as an influential content creator on public platforms is a strong plus. 有个人写作专栏、出版作品或在公开平台有影响力的内容创作者优先。 What We Value / 我们看重的特质 Strong sense of responsibility and self-motivation — sets high standards for work quality, proactively identifies issues and drives solutions, no need to be pushed. 极强的责任心与自驱力：对作品质量有高标准，能够主动发现问题、推动落地，无需督促即可自驱向前。 High level of dedication — treats brand and content as personal craft, willing to go the extra mile for great work. 高投入度：把品牌与内容当作自己的作品来做，愿意为好作品投入额外的时间和心力。 Curiosity and learning agility — stays curious about the world, sharp on AI and new tools, eager to learn and expand creative boundaries. 好奇心与学习力：对世界保持好奇，对AI和新工具保持敏锐，愿意持续学习新事物，不断拓宽内容与品牌的边界。 Resilient under pressure — maintains steady, high-quality output in a fast-paced environment with multiple concurrent projects. 抗压能力强：能够在多项目并行、节奏快的环境中保持稳定的高质量输出。 Sincerity and passion — respects the craft of writing and brand building, identifies with the brand, and follows through on commitments. 真诚与热爱：对内容、对品牌建设有敬畏心，对品牌有认同感，做事情有始有终