Job Description
Role Overview – Senior Brand Manager (ANI - Adult)
Lead Abbott Adult Nutrition’s largest market‑leading brand in Hong Kong. Reporting to the Marketing Manager (total Adult). This role owns accountability for brand strategy, business performance, and execution excellence in downstream segment (retail consumer). The position owns end‑to‑end brand building with strong focus on IMC effectiveness, digital ROI, media innovation, and performance‑driven growth to deliver sustainable results and long‑term brand leadership.
Brand & Business Leadership
Lead a flagship brand in the Adult Nutrition category to deliver sales growth, market share leadership, and brand KPIs, fueling competitive growth in the consumer retail market.
Act as brand guardian, ensuring strong positioning and consistent execution across all consumer and customer touchpoints.
Own full P&L responsibility, driving disciplined investment decisions and clear, measurable returns.
Strategy & Brand Building
Work with Marketing Manager to define and deliver short‑ and long‑term brand strategies; collaborate closely with the Market Insights team to uncover, track, and activate consumer and market intelligence.
Build differentiated brand positioning and communication platforms to drive penetration, loyalty, and usage occasions.
Monitor and optimize brand health, campaign effectiveness, and marketing ROI to support sustainable growth.
Integrated Marketing Execution
Lead end‑to‑end integrated marketing planning and execution across ATL, and consumer activation.
Ensure strong linkage between brand strategy and in‑market execution through close partnership with Sales and Trade Marketing.
Manage agencies and vendors with tight budget control and execution excellence.
Collaborate with Ethical Marketing team to maximize upstream and downstream synergy and total brand strategy.
Work closely with China cross‑border teams to synergize brand strategy, communication, and innovation priorities for total brand synergy.
Effective IMC & Digital‑First Marketing
Drive IMC effectiveness, ensuring consistent, insight‑led messaging across paid, owned, and earned channels throughout the consumer journey.
Own performance‑led digital and media strategy, optimizing funnel efficiency, conversion, and media ROI.
Champion media innovation and test‑and‑learn approaches to improve reach quality, engagement, and effectiveness.
Translate digital and media performance data into clear insights and optimization actions.
Innovation & Portfolio Management
Lead product innovation and renovation with regional and local teams to deliver on‑time‑in‑full launches.
Translate nutrition science into compelling, compliant consumer propositions and generate credible, fact-based product claims with medical and scientific stakeholders.
Build a focused innovation roadmap to address unmet consumer needs and long‑term growth opportunities.
Performance & Leadership
Track sales, digital/media KPIs, competitive activity, and market trends; provide clear insights and recommendations to management.
Own forecasting, budgeting, and business reporting with rigor and accuracy.
Coach and develop team members to build brand and digital capability.
Experience & Capabilities
Degree in Marketing, Business, or related discipline.
7+ years of brand or consumer marketing experience, preferably in FMCG, Nutrition, or Healthcare industries.
Proven success managing large, market‑leading brands with strong commercial impact.
Strong ownership across brand strategy, IMC effectiveness, digital & social, and media investment. Demonstrated ability to drive digital ROI.
Solid experience in performance marketing, media planning and innovation, social platforms, content, and KOLs.
Highly analytical, commercially driven, and decisive, with strong strategic judgment and prioritization capability.
Excellent stakeholder management and project leadership skills in matrix environments.
China CBEC insights and understanding of China digital & social ecosystem are a plus.
Entrepreneurial, agile, and resilient.
Experienced people manager is a plus.
Fluent in English, Cantonese, and Mandarin.