Strategic Planning & Execution

Analyze market trends, competitor activities, and consumer behavior to identify GTM opportunities, optimize launch strategies, and mitigate risks.

Drive revenue and profitability by aligning marketing initiatives with business objectives, including P&L responsibility for assigned product lines.

Lead the development and implementation of PMP (Product Marketing Plan) and ABP (Annual Business Plan) for TW/HK markets.

Oversee 4Ps (Product, Price, Place, Promotion) strategy for both online and offline channels, including price setting, promotions, and channel guidelines (RSP, PSP, promo depth).

Drive marketing calendar planning and overall post-launch tracking of products.

Manage top-down marketing budget allocation, optimizing spend across upper and lower funnels by category and campaign with internal teams (CDMO and EC)

Brand and Campaign Management

Build and enhance brand's equity through effective brand governance, ensuring consistent and high-quality campaign content across all touchpoints.

Spearhead IMC (Integrated Marketing Communication) campaign planning, phasing key messages, and developing campaign briefs with big ideas.

Collaborate with CDU to co-create content stories, ensuring alignment with brand/product campaigns and IP content strategies.

Oversee IP campaign strategies to strengthen brand-customer connections.

Cross-Team Collaboration

Work closely with CDMO for cascading marketing plans by platform and consumer journey planning.

Align with Sales/EC teams on sales channel plans, assortment management, IP campaign planning, and price/promo.

Participate in key meetings such as PMP, ABP, QBP, Business Review, and S&OP, as well as commercial full-funnel review meetings.

Agency & Partner Management

Manage relationships with various agencies including creative agencies and content/BTL creation agencies

Ensure agencies deliver high-quality work that aligns with marketing objectives and brand guidelines.