Senior Marketing Manager

Senior Marketing Manager, China

Location: Shanghai

Reporting to: Director, Asia Business Development & General Manager, China

We are representing a European FMCG company in the F&B sector to appoint a Senior Marketing Manager, China

This is a newly created role supporting continued business growth of a strong brand portfolio in the China market.

Role Purpose

Overall drive of brand growth, consumer demand creation and portfolio development across China, leveraging the company’s full branded portfolio.

Support of selected other Asian markets through trade marketing and distributor activation. Act as the market voice for China, ensuring local consumer, customer and channel insights are translated into a winning brand, portfolio and commercialization strategy.

-Brand & Portfolio Development (Primary Focus)

Act as custodian of the company’s brands in Greater China

Develop annual brand growth plans and marketing roadmaps aligned with business objectives

Represent China market opportunities and consumer needs in Business Unit discussions and strategic planning

Provide local market insights into cross-functional portfolio development, innovation projects and go-to-market initiatives

Ensure China growth opportunities are embedded into category and brand development plans

- Digital Marketing Management & Consumer Demand Creation

Lead digital marketing strategy execution across key consumer platforms including WeChat, Weibo, RED and Douyin

Drive consumer acquisition, engagement and conversion through integrated content, KOL and media strategies

Ensure effective management of owned social media channels and alignment with overall brand and commercial objectives

Oversee e-commerce marketing content, campaign activation and consumer engagement initiatives.

Monitor emerging consumer trends, digital platforms and best practices to identify growth opportunities

- Marketing Performance Management & Agency

Develop and execute trade marketing initiatives supporting China and selected other Asian markets

Support distributors and key customers with activation programs, launch toolkits and promotional campaigns

Create demand generation activities that strengthen shopper engagement and support commercial priorities

Ensure alignment between consumer marketing activities and channel/customer objectives

Support new product launches, seasonal campaigns and key commercial initiatives

Agency briefing, budget governance, execution quality and performance evaluation

- Consumer & Market Intelligence

Lead market, consumer and competitor analysis for China

Translate consumer insights into actionable recommendations for portfolio, innovation and communication strategies

Identify emerging category opportunities, market trends and growth spaces

Provide market intelligence to support business planning and investment decisions

- Cross Functional Marketing Governance

Represent consumer and brand requirements in cross-functional projects including localization, innovation and portfolio development

Coordinate marketing-related workstreams across internal stakeholders and external partners

Ensure alignment between marketing priorities and commercial execution

Support successful execution of strategic growth initiatives in China

Qualifications

· Education (academic degree) in Marketing, Business or another relevant Commercial field

· Minimum 5+ years of marketing experience in China, preferably within an FMCG company

· Strong experience in brand management, digital marketing and consumer demand creation

· Proven experience managing agencies, KOL campaigns and media investments

· Experience in trade marketing and distributor support

· Experience in portfolio management, innovation projects or product commercialization

· Strong understanding of Chinese consumer behaviour and digital ecosystem

· Experience working in cross-functional and international organizations

· Demonstrated track record of driving business growth and marketing effectiveness