Brand Manager - Tsingtao Brand

Responsibilities

• Brand Strategy & Growth — Develop and recommend the annual Tsingtao U.S. brand strategy, positioning, priorities and marketing calendar in alignment with Paulaner USA’s overall business objectives.
• Identify the key consumer, cultural and market opportunities that can accelerate Tsingtao’s growth in the U.S.
• Build clear brand priorities across consumer target, occasions, channels, geographies and key growth opportunities.
• Translate global/Chinese brand equities into a compelling and relevant U.S. consumer proposition while protecting Tsingtao’s authenticity.
• Support development and execution of innovation initiatives, limited-edition packaging programs and market-specific opportunities that increase consumer relevance and drive incremental growth.
• Monitor market trends, consumer behavior and competitive activity to inform strategy and innovation.
• Consumer & Cultural Marketing — Develop culturally authentic marketing strategies that increase Tsingtao’s relevance among Chinese-American, Asian-American and broader U.S. consumers.
• Build a deep understanding of Chinese-American, Asian-American and broader U.S. consumer segments to inform brand initiatives.
• Identify relevant cultural occasions, communities and partnerships that support brand growth and engagement.
• Identify and support relationships with relevant cultural organizations, restaurants, retailers, media and community partners that align with brand objectives.

Requirements

• Deep understanding of Chinese culture and demonstrated cultural fluency, with the ability to translate Tsingtao's Chinese heritage and cultural relevance into effective U.S. brand strategies and marketing programs that resonate with Chinese-American, Asian-American and broader U.S. consumers.
• 3+ years of brand marketing, consumer marketing, CPG, food & beverage, alcohol or related experience.
• Demonstrated ability to develop and execute integrated marketing programs.
• Strong understanding of U.S. consumers and the U.S. marketing environment.
• Strong commercial orientation with the ability to connect brand activity to sales and business results.
• Excellent communication, presentation and relationship-building skills.
• Strong project management and organizational capabilities with the ability to manage multiple priorities.
• Comfort working in a fast-moving, entrepreneurial organization.
• This position is not eligible for visa sponsorship. Applicants must be legally authorized to work in the United States without the need for current or future sponsorship.

Preferred

• Experience marketing to Chinese-American or broader Asian-American consumers.
• Experience in beer, alcohol, beverage, food, restaurant, hospitality or CPG categories.
• Familiarity with distributor-driven sales models and the U.S. three-tier alcohol system.
• Familiarity with Chinese-language media, multicultural marketing channels and relevant digital platforms.
• Experience working with international brands or organizations where cultural translation is critical.
• Experience managing external agencies and marketing budgets.
• Willingness to travel domestically and internationally as business needs require.