VX - Senior Brand Manager - Beijing

Key Responsibilities

1. Brand Development & Narrative Architecture

• Core Messaging Strategy: Define and evolve the long-term brand identity, value proposition, and core messaging architecture based on the product life cycle (PLC) and competitive landscape.
• Brand Asset Management: Build a sustainable brand content ecosystem, establishing corporate and brand guidelines that ensure a consistent voice and visual identity across all academic, public, and consumer touchpoints.
• Mindset Transformation: Shape and execute the long-term brand building strategy that successfully shifts consumer perception from a transactional feature (e.g., "fewer injections") to a foundational lifestyle choice (e.g., "Long-term Health Investment").

2. Strategic Content Capabilities & Consumer Journey Mapping

• Scientific Consumerization: Master the art of converting complex clinical data, study findings, and public health guidelines into accessible, high-quality, and deeply educational brand content assets.
• Full-Funnel Content Architecture: Map out the entire consumer decision-making journey and design a structured content funnel. Ensure information accessibility translates seamlessly into active, self-driven consumer demand.
• Agency & Creative Leadership: Lead and inspire specialized healthcare, PR, and creative agencies. Up-level their understanding of our scientific data and brand vision to co-create premium, authoritative, and emotionally resonant brand assets.

3. Deep Insight Interpretation

• Insight Decoding: Analyze and synthesize multi-dimensional data sources-including market research, HCP-patient dynamics, Real-World Evidence (RWE), and qualitative consumer studies-to uncover friction points and hidden motivations in parenting.
• Actionable Strategy: Translate deep consumer and market insights into concrete, long-term content strategies and brand development inputs, ensuring our storytelling always addresses the true anxieties and unmet needs of parents.
• Trend Anticipation: Leverage advanced social listening and industry reports to capture shifting behaviors in healthcare decision-making, keeping the brand ahead of emerging category dynamics.

4. Compliance & Cross-Functional Governance

• MLR Strategic Partnership: Partner closely with Medical, Legal, and Regulatory (MLR) teams. Establish a robust and efficient workflow to ensure all strategic content frameworks and foundational assets are fully compliant with local healthcare advertising laws and global internal policies.
• Content Guardrails: Set up internal content validation and risk-mitigation standards, ensuring that high-quality storytelling never compromises medical rigor and organizational compliance.

Qualifications & Requirements

• Experience: 5+ years of brand management or strategic planning experience within MNC Pharma, Vaccines, Consumer Health, or Premium Nutrition (e.g., Infant Formula). A strong portfolio showcasing long-term brand building and content asset framework design is required.
• Insight Interpretation Skills: Exceptional ability to read between the lines of data and research. Proven track record of turning complex consumer research and clinical insights into sharp, actionable brand content strategies.
• Mastery of Content & Science: A rare blend of scientific literacy and creative copywriting/storytelling judgment. Able to understand medical terminology and transform it into warm, reassuring, and highly educational narratives for parents.
• Strategic Brand Thinker: Deep understanding of brand positioning, equity tracking, and messaging architecture. Experienced in managing products within highly regulated markets and dealing with complex MLR governance.
• Language & Executive Presence: Native fluency in Chinese and excellent professional proficiency in English. Outstanding cross-functional stakeholder management and presentation skills, with the ability to articulate content strategies clearly to senior leadership.