Brand Lead - Acana

1. Brand Strategy

· Develop the 3-year brand strategy and annual plans, ensuring successful execution.
· Identify new consumer and market trends, translating these insights into actionable brand growth strategies.
· Organize regular meetings with the brand and sales teams to review performance, uncover growth opportunities, and collaborate with channels to develop an integrated, demand-driven growth strategy.

2. Brand Building

· Develop differentiated brand positioning based on global guidelines, local consumer insights, and market competition; translate this positioning into compelling product selling points.
· Establish brand execution guidelines to ensure a consistent, premium brand experience across all touchpoints.
· Develop creative assets and content to increase audience interest and drive purchase conversion.

3. Portfolio & NPD (New Product Development)

· Own the brand portfolio strategy and provide strategic recommendations for channel distribution.
· Develop and continuously iterate consumer-centric product selling points.
· Manage new product launches: collaborate with the global team on product concepts, selling point design, business cases, pricing, and packaging. Take full ownership of the China launch and its ongoing performance.

4. Channel Collaboration

· Given the e-commerce-driven nature of the business, proficiency in digital platforms (RED, Douyin, and e-commerce platforms) is essential.
· Work closely with the sales team to align internal and external investment strategies, continuously optimizing ROI.
· Ensure the smooth implementation and execution of marketing strategies across all channels.

5. Budget Management

· Oversee and manage the brand budget.

6. Team Leadership

· Build, mentor, and develop a highly professional and high-performing brand team.

Qualifications:

1. Passionate about pets; pet owners are highly preferred.

• 12–15 years of professional experience with a proven track record of leading teams to success.
• Solid and proven expertise in brand building.
• Strong business acumen, with the ability to partner with the sales team to drive brand growth.
• Excellent communication, presentation, and influencing skills.
• Highly adaptable to a fast-paced work environment and able to thrive under pressure.

Key Networks & Reporting Line:

1. Direct Report: Champion China Marketing Head.
2. Direct Reports: Will manage a team at the Senior Manager / Manager level.
3. Global Marketing team：Engage global brand marketing and innovation team