Brand Manager 品牌经理

(why it exists) and its primary output):

The Brand Manager will be responsible for developing and executing the brand strategy, identifying consumer and category growth opportunities, building a strong innovation pipeline, and delivering impactful integrated marketing campaigns. The role requires strong ownership of both brand equity and business performance, working closely with cross-functional teams including Sales, R&D, Supply Chain, Finance and regional/global Marketing teams and so on.

2 Key Accountabilities: (specify required outputs from the role)

1. Brand Strategy & Growth Planning

• Develop and execute the annual and long-term strategy for Heinz, including brand positioning, portfolio strategy, communication, innovation and renovation roadmap.

• Identify key growth opportunities through category trends, consumer insights, competitive landscape and business performance analysis.

• Translate brand strategy into clear annual priorities and actionable marketing plans.

• Ensure consistent brand positioning and identity across products, packaging, communication and consumer touchpoints.

• Define and track key brand and business KPIs, driving continuous improvement based on performance.

2. Consumer & Market Insights

• Develop a deep understanding of Heinz consumers, including their needs, attitudes, usage occasions and purchase decision drivers.

• Leverage consumer research, retail data, social listening and market intelligence to identify unmet consumer needs and emerging growth opportunities.

• Monitor competitive activities, category trends, new product developments and evolving consumer behaviors.

• Translate consumer and market insights into actionable recommendations for brand strategy, innovation and communication.

3. Innovation & Portfolio Development

• Lead the end-to-end innovation and renovation pipeline, from opportunity identification and concept development through product development and commercialization.

• Build strong product propositions rooted in consumer needs while strengthening Heinz's brand equity and competitive differentiation.

• Partner closely with R&D, Sales, Supply Chain and Finance to ensure successful and timely launches.

• Continuously optimize the existing portfolio across product proposition, packaging and profitability.

• Evaluate post-launch performance and identify opportunities for optimization and future innovation.

4. Integrated Marketing & Brand Communication

• Develop and execute integrated marketing campaigns that strengthen brand relevance, awareness, consideration and trial.

• Lead communication strategy and creative development across key consumer touchpoints, including digital, social, retail and influencer channels.

• Own the campaign development process, including consumer brief, agency briefing, creative development, media/content execution and post-campaign evaluation.

• Build culturally relevant and engaging content that strengthens Heinz's connection with Chinese consumers.

• Ensure consistent application of Heinz brand positioning, visual identity and brand guidelines across all communication.

5. Business & Commercial Management

- Own and manage the brand marketing budget, ensuring effective resource allocation and strong return on investment.

- Monitor brand performance across sales, market share, profitability and brand health, identifying issues and opportunities and taking timely actions.

- Partner closely with Sales and Trade Marketing teams to translate brand strategy into effective channel and customer programs.

- Work with Finance and Supply Chain on forecasting, cost management and portfolio profitability.

- Balance long-term brand building with short-term commercial priorities to deliver sustainable business growth.

6. Cross-functional & Stakeholder Leadership

- Act as the brand owner, aligning cross-functional teams behind the brand vision, priorities and key initiatives.

- Lead complex projects across Marketing, Sales, R&D, Supply Chain and Finance from strategy through execution.

- Collaborate with regional/global Marketing teams to ensure alignment with the broader Heinz brand direction while adapting strategies to local market needs.

- Manage external agencies and business partners to ensure high-quality, timely and cost-effective delivery.

• Bachelor's degree or above in Marketing, Business Administration or a related field;

• 7+ years of brand management / marketing experience in FMCG, preferably within food, sauces, condiments or adjacent consumer categories.

• Solid experience in brand strategy, innovation/new product development and integrated marketing campaigns.

• Strong consumer and commercial mindset with the ability to translate insights and data into clear business actions.

• Proven ability to lead cross-functional projects and influence multiple stakeholders.

• Strong analytical, communication, presentation and project management skills.