Brand Manager, Essential Brands
Hotel Brand:
Location: China, Shanghai, Shanghai
Hotel: Corp Shanghai, 2nd Floor, Citigroup Tower, No. 33 Hua Yuan Shi Qiao Road, Pudong District, 200120
Job number: 134483
As the brand owner, this role will lead the overall brand management and drive the brand and business growth.
Your day to day
Responsible for the overall brand equity management and brand strategy development of Essential brand in Great China. Identifies business opportunity, creates, evaluates and analyzes proposals for brand campaign/activation, brand partnership and branded experience & products, based on consumer insights, market opportunities and competitor landscape. Work closely with Development team, Design team and Operations team to drive brand growth.
Lead the development and execution of marketing programs, promotions and communications for assigned portfolio of brands. Ensure that marketing programs are operationally feasible at all levels, and provide a direct feedback loop from the respective stakeholders to the Greater China Commercial & Marketing team. Ensure that all programs are coordinated with and support the overall Company vision as well as the objectives and goals of the Greater China Commercial & Marketing organization.
This will also involve the planning, conceptualizing, development and implementation of synergistic, creative and brand-focused marketing and tactical programs and activities with the various sub-regions to drive measurable revenue opportunities.
The role will be underpinned by a unique and extensive consumer-based understanding of the Greater China hotel market.
- Brand Management/Development – Leads the brand strategy with the Senior Brand Manager, based on the Global framework, adapted where appropriate for the Greater China Region. Become the Brand Owner by developing products to strengthen brand health/attribute perception and raise brand awareness within the Greater China.
- Brand Marketing & Communications - Lead advertising and communications activities in line with the agreed strategy & priorities for Greater China. Develop needs-based, non-traditional campaigns and communications which are fresh, creative and brand supportive to the specific brand audiences.
- Marketing Planning - Develop, communicate and/or implement marketing plans which detail the objectives, goals, strategies, measures and tactics for the assigned marketing segment, and which builds into the overall Greater China Commercial & Marketing annual brand plans. Develop processes and delivery systems for all programs and initiatives that result in a continuous improvement of actual performance versus strategy.
- Strategic Alliance Management: Develops and manages relationships with strategic partners in support of the brand agenda; explores opportunities for co-branding, revenue-driving opportunities and other activities which support the strength and relevance of assigned brands.
- Monitor all relevant competitive activity across all elements of the marketing mix and make appropriate recommendations to management.
- Work with finance and procurement to make sure contracts and Pos compliant with process; and payment to vendors in time.
What we need from you
- Bachelor’s degree or equivalent International degree in Marketing, Business or Commerce.
- Experience in Marketing and Brand management within China, in a multinational company
- Min 6-8 year experience in Marketing or Brand role
- Brand Marketing project management with budget responsibilities experience
- Experience in managing multi-partner relationships
- Hotel, Tourism and Hospitality experience not essential but preferred
- Ability to analyze, interpret and extract trends from data
- Demonstrated an understanding of the market research process
- Proficiency in marketing fundamentals, and in advertising development and media planning
- Strong business mindset and structured thinking
- Fluency in verbal and written English and Mandarin
Who we are
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