Senior Brand & Marketing Manager - Hong Kong & Macau

Key Responsibilities

• Own and lead the annual brand and marketing plans for Twinings and Ovaltine, including brand ambition, growth priorities, portfolio strategy and the three-year strategic outlook.
• Lead consumer, shopper, category, competitor and cultural trend analysis; identify unmet needs and translate insights into clear brand positioning, growth platforms and actionable marketing plans.
• Develop integrated marketing campaigns across advertising, digital, social media, e-commerce, PR, influencer, CRM, experiential and in-store activation, ensuring consistent brand expression across all touchpoints.
• Own A&P and brand investment planning, tracking and governance; define KPIs, evaluate campaign effectiveness and ROI, and drive optimisation or reallocation decisions.
• Lead innovation and renovation strategy for Hong Kong & Macau, including opportunity identification, concept development, packaging, pricing, launch planning and post-launch evaluation, in partnership with regional/global teams and the China marketing team.
• Set clear brand, communication and creative standards; assess and challenge agency and distributor proposals across creative ideas, media, promotions, visibility, pricing, distribution and brand-building activity.
• Lead the distributor relationship on marketing and commercial priorities, including Joint Business Plans, annual brand calendars, monthly performance reviews, quarterly priorities and launch execution.
• Represent Hong Kong & Macau with regional and global brand teams; influence brand strategy, share local consumer and market insight, and coach the local team, agencies and distributor personnel on brand-building excellence.

Skills, Knowledge and Expertise

• 8+ years’ FMCG experience, including substantial hands-on brand marketing experience in Hong Kong food & beverage. Direct, in-market experience in tea, nutrition, dairy, snacks, confectionery or packaged foods is essential, with a track record of increasing seniority and building brands in a competitive consumer market.
• Minimum 8 years’ MNC brand management experience with a brand owner, preferably including end-to-end ownership of major brands, integrated campaigns, innovation pipelines and distributor-led markets.
• Outstanding consumer and brand-building capability, with a proven ability to turn consumer, shopper and cultural insight into differentiated positioning, compelling communication and sustainable brand growth.
• Strong track record in integrated marketing, including creative development, digital and social media, media planning, e-commerce, PR, influencer marketing, shopper activation, portfolio management and innovation launches.
• Proven ability to lead agencies and cross-functional partners from briefing through execution and evaluation, with high standards for creative quality, brand consistency and marketing effectiveness.
• Deep understanding of Hong Kong & Macau consumers and FMCG channels, including supermarkets, convenience, e-commerce, traditional trade, specialty food retail and HORECA.
• Commercially grounded marketer with full ownership of a brand or category P&L, and strong financial literacy across sales, margin, A&P, trade spend/APTI, budgets, forecasts and ROI.
• Excellent PowerPoint and visual-storytelling skills, able to develop persuasive, insight-led and board-ready brand presentations from complex information.
• Fully fluent in English and Putonghua (spoken and written), plus fluent Cantonese; literate in both simplified and traditional Chinese. Able to present and negotiate confidently in English and Putonghua at senior level.
• Self-starting and autonomous, comfortable operating as the senior brand-owner presence in a small market team.