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Twinings

Senior Brand & Marketing Manager

Twinings

. Own and lead annual brand and marketing plans for Twinings and Ovaltine, including brand ambition, growth priorities, portfolio strategy and three-year strategic outlook .

Posted 10/8/2026full-timeShanghai • ChinaSeniorWebsite

Core Competencies

Role fit
Core Competencies

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Demonstrates extensive brand management expertise with a focus on FMCG, particularly in the Hong Kong food and beverage sector. Proven ability to lead integrated marketing campaigns, manage P&L, and translate consumer insights into actionable strategies.

Highest-signal resume keywords
FMCG Brand ManagementIntegrated Marketing CampaignsConsumer Insight AnalysisP&L ManagementFluent in English and Putonghua

ATS Keywords

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Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills
Brand PositioningCampaign Effectiveness EvaluationInnovation Strategy DevelopmentDigital MarketingE-commerce StrategyMedia PlanningCreative DevelopmentPortfolio ManagementShopper ActivationFinancial Literacy
Soft Skills
LeadershipCoachingNegotiationCommunicationSelf-starter
Tools & Technologies
PowerPointCRM SystemsSocial Media PlatformsE-commerce PlatformsPR Tools
Industry Keywords
Hong Kong Food & BeverageTeaNutritionDairySnacksConfectioneryPackaged FoodsHORECAJoint Business PlansMarket Insight

About the role

Key responsibilities & impact
  • Own and lead annual brand and marketing plans for Twinings and Ovaltine, including brand ambition, growth priorities, portfolio strategy and three-year strategic outlook
  • Lead consumer, shopper, category, competitor and cultural trend analysis
  • Translate insights into 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
  • Own A&P and brand investment planning, tracking and governance; define KPIs and evaluate campaign effectiveness and ROI
  • Lead innovation and renovation strategy for Hong Kong & Macau, including opportunity identification, concept development, packaging, pricing, launch planning and post-launch evaluation
  • Set brand, communication and creative standards; assess agency and distributor proposals
  • Lead distributor relationship on marketing and commercial priorities, including Joint Business Plans, annual brand calendars, performance reviews, quarterly priorities and launch execution
  • Represent Hong Kong & Macau with regional and global brand teams and share local consumer and market insight
  • Coach the local team, agencies and distributor personnel on brand-building excellence

Requirements

What you’ll need
  • 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
  • Minimum 8 years’ MNC brand management experience with a brand owner
  • Experience with end-to-end ownership of major brands, integrated campaigns, innovation pipelines and distributor-led markets preferred
  • Ability to turn consumer, shopper and cultural insight into differentiated positioning, compelling communication and sustainable brand growth
  • Experience in creative development, digital and social media, media planning, e-commerce, PR, influencer marketing, shopper activation, portfolio management and innovation launches
  • Ability to lead agencies and cross-functional partners from briefing through execution and evaluation
  • Deep understanding of Hong Kong & Macau consumers and FMCG channels, including supermarkets, convenience, e-commerce, traditional trade, specialty food retail and HORECA
  • 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
  • Fully fluent in English and Putonghua (spoken and written), plus fluent Cantonese
  • Literate in 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