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Marketing Manager for Bourbon Whisky Highball Strategy

2 months ago

Shanghai, Shanghai, China Beam Suntory Full time

Marketing Strategy Role

This is a senior marketing role that focuses on developing the highball business in China.

Key Responsibilities

  1. Develop a highball marketing strategy to deliver sales and account growth, profit, and premium beer brand market share in China.
  2. Expand highball flagships in restaurants and create home consumption by changing consumer demand from premium beer to highball.
  3. Create infrastructure for highball customization in the China market, including Chinese names, labels, key visuals, point-of-sale materials, and mugs.
  4. Develop a successful highball model in the China market, including methods for serving high-quality highball in restaurants and supporting consumers.
  5. Manage highball machine deployment at on-premise channels, ensuring proper servicing and documentation.
  6. Manage highball machine accounts under required specifications and budget, adjusting to customer situations.
  7. Develop new promotion methods to accelerate home consumption of whisky and highball styles.
  8. Use industry data and conduct consumer surveys to understand the market and build reports and presentations.
  9. Translate global toolkits, guidelines, and promotions into locally applicable campaigns, ensuring compliance with key marketing mandates.

Requirements

This role requires a self-motivated, collaborative leader with active listening skills and the ability to influence commercial leaders.

Qualifications

  • Relevant degree qualification or equivalent
  • Minimum 5-7 years of marketing experience
  • Brand planning and promotional strategy experience
  • Consumer insights understanding
  • Category management principles understanding
  • Effective communication skills and presentation to senior management
  • Excellent interpersonal skills and cultural awareness
  • Self-driven results orientation, pragmatism, and a flexible approach
  • PDCA management skills
  • English language proficiency