Product Development
• Closely work with BH different team & contact window (development/communication/PR/strategy) to set smart short/long-term strategy.
• Take initiative to lead line’s innovation with clear future picture, design 3yr product portfolio, raise request to BH for China product future development (innovation/extension/new category...)
• Be involved in the very beginning of global product development (Gate 0- Gate 2). Frequently feedback Chinese consumers’ unmet needs, market situations, and try best to influence BH to develop new product that can meet China biz needs. (Naming/Pricing/Concept/Formula/testing...)
• Set clear and commercial product calendar for ambitious 3yrs brand goals.
• Collaborate with registration team to ensure key product launch on plan.
• Seamlessly work with BH communication &PR team (Gate 3-Gate 4) to set global & local face strategy, communication tools design (claim/TIS/assets/celebrity)
Go-to-mkt IMC
• Clear product local positioning (TA/concept/claim/comm approaches...) thru multi-research/ testing/ data tools.
• Leverage multi external partners’ power (DTO/CMI/CIC) to localize product story-telling. Design local lab testing and assets based on claim needs (coop with CIC). Choose different angles to engage the prcecise and subdivided audience, while ensuring consistency through various forms of content amplified at multiple connection points.
• Lead IMC plan for new launches, re-promotes and other branding related programs. Drive timely implementation of marketing programs and measurement for continuous improvement.
• Out-site paid & social media strategy & ideation, cowork with DM team to improve media buying power. Lead creative agencies to develop engaging social activations to achieve launch goal. Brand and product education among all brand advocates including social KOLs, live-streamers, retail frontline.
• Collaborate with cross functions (tmkt/crm/vmd/emkt) and different channels to design diversified activations with both commercial & marketing values. meanwhile ensure mkt strategy and product message delivery & consistency.
Others
• Accurate FG fcst and inventory management. Plan and execute monthly forecast, stock, SKU management and product logistic related for all marketing programs.
• Ensure legal compliance checks on all advertising, printed and collateral material.
• Budget planning & controlling
• Jue-cai/Wing/Focus/etc system operation.
• Develop efficiencies and improve effectiveness of the working process
