Assistant Brand Manager

WHAT DOES AN ASSISTANT BRAND MANAGER DO?

The Assistant Brand Manager supports the crafting of marketing strategies and their seamless execution, playing a pivotal role in launching new products and engaging stakeholders for alignment. Energizes brand growth through strategic advertising, promotions, and keen market insights, while fostering strong relationships with key accounts for effective brand plan implementation. Guides budget management, evaluates promotional impacts and drives continuous marketing enhancement through performance analysis and stakeholder coordination.

• Strategic Development:
  Develop the direction and strategy of brands to support top‑line and bottom‑line growth
• Vision and Positioning:
  Develop a brand vision, positioning and architecture roadmap relevant to the market
• Marketing Strategy:
  Formulate marketing strategy in new category/new market development encompassing brands’ market and competitive analysis, size of the opportunity, consumer acceptance, business model and marketing mix
• Innovation Management:
  Drive product innovation/renovation projects for future growth in existing and new segments by continuously scanning the environment for untapped opportunities based on market intelligence and consumer insights
• Digital Management:
  Assist in managing and developing web and social media platforms
• Product Development:
  Assist in the NPD and innovation of new products and packaging
• Marketing Support:
  Support the marketing team on all aspects of executing a marketing plan
• Event and Trade Activation:
  Event management and trade activations, POS and key projects
• Collateral Development:
  Develop marketing collateral and oversee image library and trade/sales material
• Market Analysis:
  Category, brand and competitor analysis and reporting
• Advertising and PR Assistance:
  Assist in managing advertising and PR plans/strategies

• Market Analysis:
  Identify key battlefield, target consumer, and clear strategy for the Oakley brand in China, especially for sports marketing.
• Strategic Planning:
  Develop and execute annual marketing plan and key brand projects to achieve both brand and business targets, such as Team China, Owns the Mountain, and ISPO projects.
• Global Coordination:
  Communicate with the global marketing team to ensure a good understanding of the global campaign concept, creative guidelines, assets, usage rights, and to be the core player to leverage the global assets for local needs and cascade the information to the sales team.
• Product Storytelling:
  Understand the products, work closely with product and training teams to adapt the rich and convincing product storytelling content for local wholesale customers’ education.
• Sponsorship Management:
  Evaluate and initiate sponsorship for key races/events/athletes to enhance both brand professionalism and awareness among the right target audience.
• Influencer Engagement:
  Develop and maintain the sports marketing seeding pool, including athletes and vertical KOLs, develop and execute the seeding plan to gain back assets for B2B communication.
• Reporting:
  Brand level report update including business review, budget, campaign calendar, product feedback, etc.
• In‑store Branding:
  Closely work with the trade marketing team to ensure good in‑store brand exposure for Oakley by leveraging marketing assets, including windows, and light boxes, for both permanent and seasonal merchandising tools.
• Market Intelligence:
  Monitor the market trend and conduct competitor intelligence.
• Tactical Support:
  Work with the team to provide support and implement brand‑level marketing tactics such as Optical Fair, Roadshow, etc.

• Marketing Strategy Development:
  Support the development of marketing objectives, strategies and plans and ensure successful execution.
• Product Innovation Participation:
  Participate in end‑to‑end new product innovation, support project teams and align key stakeholders.
• Advertising and Promotion Support:
  Contribute to local advertising and promotion program in support of existing…