Brand Manager (International) - Chinese Native (Bangkok Base)

Responsibilities:

• Develop and implement strategies to expand Boonrawd Trading’s alcoholic and non-alcoholic portfolio in Mainland China through market analysis, consumer insights, competitor benchmarking, and portfolio evaluation.
• Lead market, consumer, and category research initiatives, working closely with internal and external research teams to analyze consumer behavior, market trends, and commercial insights, and translate findings into actionable business and brand strategies.
• Lead New Product Development (NPD) initiatives including trend identification, product concept development, launch planning, and post-launch evaluation to capture growth opportunities in the China market.
• Drive brand building, communication, and activation activities to increase brand awareness, product trial, sales performance, and market share while ensuring alignment with brand positioning and business objectives.
• Work closely with Country Manager, PMO, Brand Management (Domestic), partners, distributors, and external agencies including advertising, media, research, and event agencies to ensure effective execution of marketing strategies and campaigns.
• Manage marketing investment and brand spending effectively within approved budgets, while monitoring pricing strategy, product performance, profitability, and P&L to maximize return on investment and support sustainable business growth.
• Continuously monitor brand performance, market trends, distribution channels, and competitor activities, and recommend improvement plans to achieve business objectives and strengthen market competitiveness.

Qualifications:

• Bachelor or Master Degrees in Marketing or other related fields.
• Minimum 6 years’ of experience in branding/marketing from FMCG or consumers products.
• Have good interpersonal, presentation and communication skills.
• Able to communicate at different organization levels.
• Chinese speaker with fluent English communication skills; Thai language capability would be an advantage
• Experience in China market