Brand Lead – Acana

Job Description:

1. Brand Strategy

· Develop the 3-year brand strategy and annual plans, ensuring successful execution.

· Identify new consumer and market trends, translating these insights into actionable brand growth strategies.

· Organize regular meetings with the brand and sales teams to review performance, uncover growth opportunities, and collaborate with channels to develop an integrated, demand-driven growth strategy.

2. Brand Building

· Develop differentiated brand positioning based on global guidelines, local consumer insights, and market competition; translate this positioning into compelling product selling points.

· Establish brand execution guidelines to ensure a consistent, premium brand experience across all touchpoints.

· Develop creative assets and content to increase audience interest and drive purchase conversion.

3. Portfolio & NPD (New Product Development)

· Own the brand portfolio strategy and provide strategic recommendations for channel distribution.

· Develop and continuously iterate consumer-centric product selling points.

· Manage new product launches: collaborate with the global team on product concepts, selling point design, business cases, pricing, and packaging. Take full ownership of the China launch and its ongoing performance.

4. Channel Collaboration

· Given the e-commerce-driven nature of the business, proficiency in digital platforms (RED, Douyin, and e-commerce platforms) is essential.

· Work closely with the sales team to align internal and external investment strategies, continuously optimizing ROI.

· Ensure the smooth implementation and execution of marketing strategies across all channels.

5. Budget Management

· Oversee and manage the brand budget.

6. Team Leadership

· Build, mentor, and develop a highly professional and high-performing brand team.

Qualifications:

1. Passionate about pets; pet owners are highly preferred.

2. 12–15 years of professional experience with a proven track record of leading teams to success.

3. Solid and proven expertise in brand building.

4. Strong business acumen, with the ability to partner with the sales team to drive brand growth.

5. Excellent communication, presentation, and influencing skills.

6. Highly adaptable to a fast-paced work environment and able to thrive under pressure.

Key Networks & Reporting Line:

1. Direct Report: Champion China Marketing Head.

2. Direct Reports: Will manage a team at the Senior Manager / Manager level.

3. Global Marketing team：Engage global brand marketing and innovation team