Role Overview 

Lead our client’s flagship nutrition brand, the largest and market-leading portfolio in Hong Kong. Reporting to the Marketing Manager, this role is responsible for driving brand strategy, overall business performance, and flawless execution within the downstream retail consumer segment. The position carries end-to-end ownership of brand development, with a strong emphasis on IMC excellence, digital return on investment, media innovation, and performance-led growth to achieve both immediate results and long-term brand leadership.

Brand & Business Leadership

• Take charge of a key brand within the Nutrition category, delivering revenue growth, market leadership, and strong brand KPIs in a competitive retail environment.
• Serve as the brand steward, ensuring clear positioning and consistent execution across all consumer and customer touchpoints.
• Own full P&L accountability, making strategic investment decisions with a focus on measurable return and financial discipline.

Strategy & Brand Development

• Partner with the Marketing Manager to shape and execute both short- and long-term brand strategies.
• Collaborate closely with Market Insights teams to generate actionable consumer and market intelligence.
• Build distinctive brand positioning and communication platforms that drive penetration, loyalty, and increased usage.
• Continuously track brand health, campaign performance, and ROI to support sustained business growth.

Integrated Marketing Execution

• Lead comprehensive integrated marketing campaigns across ATL and consumer activation channels.
• Ensure alignment between brand strategy and in-market execution by working closely with Sales and Trade Marketing teams.
• Oversee agency and vendor management, maintaining strong execution standards within budget.
• Partner with the Ethical Marketing team to align upstream and downstream initiatives for a cohesive brand approach.
• Coordinate with China cross-border teams to harmonize brand strategies, communications, and innovation priorities.

IMC Effectiveness & Digital-First Approach

• Drive integrated marketing effectiveness by ensuring consistent, insight-driven messaging across paid, owned, and earned channels throughout the consumer journey.
• Lead performance-focused digital and media strategies, optimizing conversion, funnel efficiency, and media ROI.
• Champion test-and-learn initiatives and media innovation to enhance engagement, targeting quality, and campaign effectiveness.
• Translate digital and media data into actionable insights and continuous optimization plans.

Innovation & Portfolio Management

• Lead product innovation and renovation initiatives in collaboration with regional and local stakeholders, ensuring timely and successful launches.
• Convert nutrition science into compelling, compliant consumer propositions, supported by credible, evidence-based claims with medical and scientific teams.
• Develop and manage a focused innovation pipeline addressing unmet consumer needs and long-term growth opportunities.

Performance & Team Leadership

• Monitor sales performance, digital and media metrics, competitive landscape, and market trends; deliver clear insights and strategic recommendations to leadership.
• Take ownership of forecasting, budgeting, and reporting processes with accuracy and rigor.
• Mentor and develop team members, strengthening both brand management and digital marketing capabilities.

Experience & Capabilities

• Bachelor’s degree in Marketing, Business, or a related field.
• Minimum 7 years of experience in brand or consumer marketing, ideally within FMCG, nutrition, or healthcare sectors.
• Proven track record of managing large-scale, market-leading brands with strong commercial outcomes.
• Strong expertise in brand strategy, IMC, digital and social marketing, and media investment, with demonstrated success in driving digital ROI.
• Hands-on experience in performance marketing, media planning and innovation, social platforms, content strategy, and KOL engagement.
• Analytical and results-driven mindset with strong commercial acumen and strategic thinking.
• Excellent stakeholder management and leadership capabilities in matrix organizations.
• Knowledge of China CBEC and familiarity with China’s digital and social ecosystem is an advantage.
• Entrepreneurial, adaptable, and resilient.
• Fluent in English, Cantonese, and Mandarin.

If you are interested, apply directly or reach out to Turby via Turby.ho@linksinternational.com for a confidential discussion.