About the Job

General Information

City: Shanghai

Contract Entity: Nutricia Early Life Nutrition (Shanghai) Co., Ltd.

Working Time: Full-time

Job Family: MKTG

Seniority: Experienced professionals

People Management Experience: No

Recruiter: Craig Lin | Craig.LIN@danone.com

Job Description & Responsbilities


As the brand design manager, this role will lead inno & reno projects to drive our ambition to be the market leader in the most scientifically breakthrough and ultra-premium plus baby formula

In this role, you will be responsible for bringing to market a superior NPD pipeline and winning value propositions to drive long-term sustainable brand growth.

Innovations consumerize in market communication strategies and value proposition

1. Consumer understanding and translate insights into consumerized brand strategies.

2. Develop in market winning product propositions and other key brand assets such as product stories.

Lead Brand design and continuously co-work with Brand Activation and experience team for NPD launch strategies & proposition design, and exist portfolio positioning review

1.       Lead in-depth consumer understanding and mobilize cross-team and global resources to achieve on-time launch.

2.       Co-work with the global team and local/ regional team to drive synergy and efficiency in innovations.

3.       Establish clear portfolio strategies and in market value proposition

4.       Analyze business performance, communications & consumer feedback etc. to continuously work with Brand Activation and experience team in continuously refining the claims, CVP, product stories.


Be the voice of the brand to the global team and the regional team

1. Collaborate on globally or regional team lead brand design and innovation projects

2.  Align China brand strategy under the framework of global Aptamil Essensis objectives


Functional Competencies:

1.       Experienced in the NPD process and familiar with stage gate methodology preferred

2.       Effective collaboration with the consumer insight team to deliver the NPD projects

3.       Strong analytical skills to extract meaningful insights for brand value proposition and innovation

4.       Effective collaboration with the consumer insight team and research to support projects

5.       Have developed superior brand assets including but not limited to the claims, CVP, and product stories.

6.       Ability to translate complicated technology into easy-to-understand consumer language.

Leadership Competencies

1. Strong ownership. Good leadership across the team.

2. Good logic, well-structured, and result driven.

3. Good team player, good communication, and interpersonal skills to drive alignment among arguments.

4. Proactive thinking, open-minded and flexible. 

Qualification, Knowledge & Experience

  1. Minimum university graduate.
  2. 4 years+ of mkt experience, at least 1 year experience as brand/sub-brand owner within FMCG/related industry or infant nutrition, functional food companies.
  3. Experienced in managing international/global communication.
  4. Good skill in market trend understanding and consumer insight generation.
  5. Fluent in English and Mandarin in verbal and in written.