manager, Marketing(J102502)

Key Accountabilities

Responsibilities and essential job functions include but are not limited to the following

Customer marketing

◆ 1.Develop customized annual customer marketing plan & seasonal promotion calendar for core KA retailers, align with brand campaign rhythm, design exclusive bundle, limited SKU and in-store promotion mechanics to lift category turnover and shelf productivity

◆ 2.Cooperate closely with account sales team to analyze retailer’s business data, shopper insight and category performance; propose store layout, endcap placement and off-shelf display solutions to win premium shelf resource from retailers

◆ 3.Manage customer-specific A&P trade budget, track promotion input-output & ROI, optimize trade spend allocation, submit monthly cost performance report and rolling forecast for category sales

◆ 4.Coordinate with Brand & Digital team to unify in-store POS material, offline sampling, retail media & in-store live streaming content, ensure all customer activation strictly follows global brand guideline

◆ 5.Lead new product launch landing at key retail channels, design KA-exclusive launch promotion toolkit, train sales & retailer merchandiser for on-site execution, track NP penetration rate across target stores

◆ 6.Collect feedback from retail partners & terminal shoppers, summarize channel pain points & market opportunities, feed actionable insight back to Brand and central marketing for product & campaign iteration

Digital Marketing

◆ 1.Take full ownership of all digital marketing channels including Tmall/JD/Douyin e-commerce, Xiaohongshu, social media platform, private domain & mini-program operation; develop online content calendar and KOL/KOC seeding plan.

◆ 2.Manage paid media investment such as feed advertisement, short-video delivery and live-streaming operation, optimize traffic cost and improve online GMV & conversion rate.

◆ 3.Track core digital data including exposure, click, lead and transaction volume, complete regular data report and optimize digital strategy based on data insight.

◆ 4.Cooperate with Brand & Omnichannel Marketing team to implement brand digital campaigns, land brand-themed online activities and maintain unified brand tone across all digital touchpoints.

Marketing

◆ 1.Execute integrated offline & omnichannel marketing campaigns aligned with brand annual strategy, including in-store promotion, endcap display planning, roadshow activation, festival campaign and distributor incentive program to drive off-line turnover.

◆ 2.Manage traditional media & out-of-home communication, PR events and product launch conferences; cooperate with sales team to formulate periodic channel promotion policies and track in-store sales performance.

◆ 3.Allocate offline marketing budget reasonably, monitor campaign ROI, summarize post-event analysis and optimize subsequent promotion plans continuously.

◆ 4.Translate brand core positioning into executable offline marketing tactics, ensure all on-ground activities comply with brand guideline and brand image standards.

Customized Product Innovation

◆ 1.Lead end‑to‑end customized product development exclusively for key strategic accounts, directly mining key account demands, shopper preferences to define tailored product concepts, formulations and packaging solutions.

◆ 2.Independently design customized product portfolios, limited‑edition SKUs to match key accounts’ unique positioning and business objectives.

◆ <3.Drive> customized product commercialization process end‑to‑end, including concept validation, sample testing, production coordination, pricing strategy setting and go‑to‑market planning.

◆ 4.Own the full lifecycle management of key‑account‑customized products, from pre‑launch negotiation with key clients, launch execution to post‑launch sales tracking, to ensure differentiated product competitiveness and exclusive partnership value.

◆ 5.Continuously iterate customized products based on key account sales feedback and market performance to strengthen long‑term strategic partnership and drive incremental revenue from key customers.

Requirements

Required Knowledge, Skills and Abilities

◆ 5+ years FMCG industry working experience.

◆ Solid background in customer marketing and digital marketing, if not skillful in both, at least solid in one and have some proven experience on the other one and willing to learn and master quickly.

◆ Creative thinking with sharp consumer insight, adept at brainstorming viral content ideas matching brand positioning and young consumer preference.

◆ Very strong mindset of collaboration and partnership to cooperate with cross-function teams and stakeholders.

◆ The working approach of proactivity, efficiency and clarity to drive results.

◆ Good written and oral English skills with capability of global communication.

◆ Deliver performance through the lens of Starbucks Mission & Values - Craft, Results, Courage, Belonging, Joy.