Commercial Brand Manager

Purpose of Role        

We are seeking a dynamic, results-driven and market-savvy Brand Manager to lead brand strategy, marketing execution and business growth for our core brand portfolio across Greater China markets, with this role based in Shanghai. This position oversees a diversified range of consumer brands excluding Action Figure categories, covering flagship iconic brands including Disney Marvels, Harry Porter, My Little Pony and other complementary lifestyle & entertainment brands. The ideal candidate will own end-to-end brand management, develop localized Hong Kong and Taiwan market strategies, collaborate closely with cross-functional teams and regional stakeholders, drive brand equity enhancement and achieve sustainable business targets for the assigned brand portfolio.

 

Key Responsibilities             

Brand Strategy & Portfolio Management

• Formulate and execute market-specific brand strategies and annual business plans for Hong Kong and Taiwan, aligned with global brand guidelines and corporate objectives.
• Manage full lifecycle of assigned brands (Disney Marvels, Harry Porter, My Little Pony etc.), conduct market & competitor analysis, identify growth opportunities and optimize local brand positioning.
• Monitor brand performance, sales data and market trends, adjust strategies timely to ensure brand health and revenue growth.
  
  

Localized Marketing & Campaign Execution

• Plan and launch integrated localized campaigns (digital, offline, content, co-branding, PR) tailored to Greater China consumer culture and media habits.
• Partner with creative, media and agency teams to develop on-brand marketing assets, ensure consistent brand image across all touchpoints.
• Track campaign ROI, optimize execution to boost brand exposure and conversion.
  
  

Cross-functional & Regional Collaboration

• Collaborate with Shanghai-based sales, product, supply chain and finance teams to align product roadmap, inventory, promotion arrangement and budget control.
• Liaise with global brand teams and local distributors & partners to align IP standards, resolve local market issues and drive smooth implementation.
• Maintain regular communication with local counterparts to capture front-line market insights and consumer feedback.
  
  

Brand Equity & IP Compliance Management

• Protect and elevate brand reputation in Greater China markets; ensure all activities comply with local regulations and global IP brand guidelines.
• Oversee brand partnership & licensing projects, control brand risks and standardize brand usage across all channels.
  
  

Budget & KPI Management

• Develop and own annual brand budget for Greater China markets, ensure effective cost allocation and expenditure control.
• Set brand KPIs, track performance against targets, and deliver regular performance reports to leadership.
  
  

Job Requirements

• Bachelor’s degree or above in Marketing, Business Administration, Mass Communication or related fields.
• 5+ years brand management experience, with solid background in IP licensing, toy industry or consumer entertainment brand marketing & promotion — relevant industry experience is mandatory.
• Proven exposure to Hong Kong and / or Taiwan market operation is a strong plus.
• Fluent in English and Mandarin (written & spoken);
• Deep understanding of Greater China consumer insights, local culture, media ecosystem and channel landscape.
• Strong strategic thinking, data analysis and end-to-end project execution capability, able to deliver measurable brand & business results.
• Excellent cross-team communication, coordination and negotiation skills, comfortable working with remote regional stakeholders.
• Proactive, result-oriented, able to work under pressure in a fast-paced environment; proficient in Office tools (Excel, PowerPoint etc.).