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Assistant Brand Manager

Assistant Brand Manager

Pernod RicardHong Kong
4 天前
职位描述

Job Summary :

To support the Brand Manager in developing and executing breakthrough brand strategies and 360-degree marketing campaigns for Martell Cognac and The Chuan Whisky. The successful candidate will be instrumental in gaining volume share in the ultra-premium cognac segment, rejuvenating Martell's nightlife appeal, elevating its prestige, and successfully launching and establishing The Chuan in the competitive HK & Macau spirits market.

Key Responsibilities and Job-Related Characteristics :

1. Martell Cognac : Drive Leadership in Ultra-Premium Segment

  • Gifting & Festive Dominance : Execute the Q2 Mid-Autumn Festival (MAF) media campaign and lead the development and launch of the targeted Q3 Chinese New Year (CNY) campaign to maximize impact and volume.
  • Prestige & Brand Building : Support the execution of exclusive prestige events, including Michelin-starred guest chef collaborations and partnerships with luxury hotels and members' clubs to target HNWIs.
  • Nightlife Rejuvenation : Scale the innovative "Cantopop DJ" initiative. Secure partnerships with key music festivals for branded bars and VIP experiences. Leverage social media to amplify reach and embed Martell within Cantonese pop culture.

2. The Chuan Whisky : Brand Launch & Prestige Establishment

  • On-Trade Expansion : Lead the charge to secure listings for The Chuan in top-tier venues across HK and Macau, including luxury hotels, members' clubs, and premium bars / restaurants.
  • Prestige Consumer Activations : Execute off-trade visibility and consumer promotions. Partner with Cathay Pacific for tastings and mileage redemption programs.

    • 3. Macau Market Strategy & Execution

  • Casino & Hotel Acceleration : Conduct annual planning with key casino operators (Sands, Melco, Galaxy, Wynn, SJM). Implement frequent redemption promotions and secure exclusive The Chuan placements. Execute a minimum of 5 VIP activations within casino properties.
  • Strategic Partnerships : Explore private label collaborations and review offerings to enhance our presence within the lucrative casino channel.

    • 4. Cross-Portfolio Responsibilities

  • Strategic Support : Assist the Brand Manager in developing the annual brand strategy, providing local market insights, competitive analysis, and post-campaign analysis to inform future plans.
  • Playbook & Toolkit Development : Create, compile, and distribute detailed brand playbooks, argumentation sheets, and toolkits for the Commercial and Trade Marketing teams to ensure perfect on-ground execution and storytelling.
  • Commercial & Trade Support : Serve as the key marketing liaison for the Sales and Trade Marketing teams, providing them with the necessary tools, training, and support to effectively drive brand advocacy and achieve sales targets.
  • Budget & Agency Management : Assist in managing budgets for campaigns and projects across both portfolios. Coordinate with creative, media, and experiential agencies to deliver high-quality assets on time and on budget.
  • Performance Tracking : Monitor, analyze, and report on the performance of all campaigns and initiatives, deriving actionable insights to optimize future marketing spend.
  • Agency Management : Work closely with creative, digital, and PR agencies to ensure briefs are clear, projects are delivered on time and on budget, and outputs are of the highest quality.

    • Functional Capabilities Requirements :

  • Innovativeness
  • Consumer & Customer Focus
  • Competitor Focus
  • Market Research
  • Brand Positioning
  • Strong digital mind set with concrete foundation on digital and social media

    • Knowledge and Skills Requirements :

  • Degree holder with formal business qualifications
  • Formal marketing training desirable
  • Minimum 3 years working experience in marketing preferably with experience in managing Alcoholic Beverage Brands or FMCG Brands
  • Energetic, outgoing and proactive individual with good organizational and time management skills
  • Good presentation, communication and negotiation skills
  • High competency in spoken and written English and Chinese
  • Knowledge in wines & spirits industry is a plus but not a must

    • Job Posting End Date :

    Target Hire Date :

    2025-12-01

    Target End Date :

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    Assistant Manager • Hong Kong

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