Wine Senior Brand Manager (Wine Jobs: Sales & Marketing)

Full Time

  Morgan McKinley

  Shanghai, Shanghai


  • The position is responsible for the development, implementation and evaluation of consumer based, domestic brand plans and strategic plans in relation to a defined portfolio of brands, programs and projects.


Brand Management

  • Own the preparation, development, implementation & evaluation of Brand plan and activations for the brand.
  • Be the brand 'expert' on the specific portfolio through detailed monthly brand, market and competitor reports including brand health measures, profitability and ROI from specific activities.
  • Working closely with brand owner local and international teams to ensure effective development of brand strategy by providing local market insight, and develop local brand strategy in line with global brand directions whilst proactively communicating relevant information
  • Work closely with the consumer insights team to develop strong consumer insights into the target consumer, key opportunities and strategic direction for the defined portfolio.
  • Work closely with the consumer connection team to develop strong consumer communication plan to make sure brand messages can be effectively and efficiently delivered to target consumer.
  • Build a strong relationship with trade marketing team to ensure the brand strategy developed is translated into optimal trade solutions.
  • Manage relative agencies to ensure all the activation align with brand communication objective

Financial Management

  • Work with Marketing Manager in budget planning and activation allocation to prioritize and focus on major brand initiatives, in coordination with brand owner
  • Manage the overall profitability of the specific portfolio
  • Challenge the spend required for each marketing activity to ensure efficiency and effectiveness of spend to reach the defined brand goals.
  • Proactively challenge all quotes from key partners and agencies to ensure we are continuously getting the best value.

Business Leadership

  • Champion the brand portfolio within the business to ensure sufficient focus is placed behind it. Be the face of the brand within the business.
  • Presenting proposals, briefs, plans and activities to top management, brand owners, cross-functional teams, customers, suppliers, etc.
  • Liaise with all stakeholders on various marketing issues and maintaining strong relationships with all stakeholders - especially trade development & the domestic sales teams.

People Management

  • Ensure that the Performance and Development Review (PDR) process is fully embedded for the team including development plans
  • Coach the team to deliver their individual objectives and competency building


  • 10 years above working experience in marketing, commerce or business management with reputable companies, wine and/or spirits experience is preferable
  • Solid brand management experience in both planning and execution
  • Strong business sense, including in social, digital and traditional off-trade.
  • Proven strategic, analytical and creative abilities
  • Open-minded, highly driven and passionate;
  • Strong team player, strong interpersonal and influencing skills
  • Fluent English and Mandarin both in written and spoken
  • University graduate with bachelor degree or above

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