Vx-Sr Brand Manager-Beijing

Key Responsibilities

1. Brand Development & Narrative Architecture

Core Messaging Strategy: Define and evolve the long-term brand identity, value proposition, and core messaging architecture based on the product life cycle (PLC) and competitive landscape.

Brand Asset Management: Build a sustainable brand content ecosystem, establishing corporate and brand guidelines that ensure a consistent voice and visual identity across all academic, public, and consumer touchpoints.

Mindset Transformation: Shape and execute the long-term brand building strategy that successfully shifts consumer perception from a transactional feature (e.g., "fewer injections") to a foundational lifestyle choice (e.g., "Long-term Health Investment").

2. Strategic Content Capabilities & Consumer Journey Mapping

Scientific Consumerization: Master the art of converting complex clinical data, study findings, and public health guidelines into accessible, high-quality, and deeply educational brand content assets.

Full-Funnel Content Architecture: Map out the entire consumer decision-making journey and design a structured content funnel. Ensure information accessibility translates seamlessly into active, self-driven consumer demand.

Agency & Creative Leadership: Lead and inspire specialized healthcare, PR, and creative agencies. Up-level their understanding of our scientific data and brand vision to co-create premium, authoritative, and emotionally resonant brand assets.

3. Deep Insight Interpretation

Insight Decoding: Analyze and synthesize multi-dimensional data sources, including market research, HCP-patient dynamics, Real-World Evidence (RWE), and qualitative consumer studies, to uncover friction points and hidden motivations in parenting.

Actionable Strategy: Translate deep consumer and market insights into concrete, long-term content strategies and brand development inputs, ensuring our storytelling always addresses the true anxieties and unmet needs of parents.

Trend Anticipation: Leverage advanced social listening and industry reports to capture shifting behaviors in healthcare decision-making, keeping the brand ahead of emerging category dynamics.

4. Compliance & Cross-Functional Governance

MLR Strategic Partnership: Partner closely with Medical, Legal, and Regulatory (MLR) teams. Establish a robust and efficient workflow to ensure all strategic content frameworks and foundational assets are fully compliant with local healthcare advertising laws and global internal policies.

Content Guardrails: Set up internal content validation and risk-mitigation standards, ensuring that high-quality storytelling never compromises medical rigor and organizational compliance.

Qualifications & Requirements

Experience: 5+ years of brand management or strategic planning experience within MNC Pharma, Vaccines, Consumer Health, or Premium Nutrition (e.g., Infant Formula). A strong portfolio showcasing long-term brand building and content asset framework design is required.

Insight Interpretation Skills: Exceptional ability to read between the lines of data and research. Proven track record of turning complex consumer research and clinical insights into sharp, actionable brand content strategies.

Mastery of Content & Science: A rare blend of scientific literacy and creative copywriting/storytelling judgment. Able to understand medical terminology and transform it into warm, reassuring, and highly educational narratives for parents.

Strategic Brand Thinker: Deep understanding of brand positioning, equity tracking, and messaging architecture. Experienced in managing products within highly regulated markets and dealing with complex MLR governance.

Language & Executive Presence: Native fluency in Chinese and excellent professional proficiency in English. Outstanding cross-functional stakeholder management and presentation skills, with the ability to articulate content strategies clearly to senior leadership.

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