Main Responsibilities of a Brand Manager at Diageo China
Sharon, a Brand Manager at Diageo China, develops "holistic marketing campaign planning" by leveraging market trends and consumer insights to meet sales targets, managing budgets, and collaborating with internal and external teams. This includes working with agencies on creative campaigns and global stakeholders on innovation, local adaptation, and commercial planning, showcasing a wide-ranging role encompassing strategy, execution, and cross-functional collaboration.
Brand Strategy, Marketing Campaign Planning, Cross-functional Teamwork, Budget Management, Global Collaboration
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Sharon Tsai
Brand Manager
Diageo China
National Taiwan University, 2012
UCLA Anderson School of Management, MBA
Political Science, American Studies
Food, Beverages & Alcohol
Communication and Marketing
International Student
Video Highlights
1. Develops brand strategy and holistic marketing campaigns based on market trends and consumer insights to meet sales targets.
2. Manages brand budget, works with senior management and cross-functional teams, and ensures strong financial performance.
3. Collaborates with agencies (creative, media, PR, digital, events) and global stakeholders on innovation, commercial planning, and local market adaptation projects. Works closely with supply and sales teams on cultural innovation projects from concept to delivery.
Transcript
What are some of the main responsibilities of a brand manager?
As a brand manager or brand marketer, I developed the brand strategy and holistic marketing campaign planning. This involved tapping into market trends and consumer insights to deliver annual sales value and sales volume, as well as P&L, market share, and brand attribute targets.
Internally, I managed the brand budget plan accurately and efficiently. I worked closely with senior management and cross-functional teams to enable trade customer engagement and ensure financial performance and day-to-day operations aligned with our brand goals.
Externally, I led creative, media, PR, digital, and event agencies to develop communication strategies, drive campaigns, and execute events and activations. Additionally, I collaborated closely with our global stakeholders for innovation platform management.
This included co-developing growth drivers for local adaptation and facilitating commercial planning by switching treatment forecasts, creating pricing and value chains, and projecting P&L. I also worked closely with our local supply team and suppliers on several cultural innovation projects, from concept to delivery, to cater to local markets.
There are many responsibilities that a brand manager will be accountable for. These are the key aspects that you would touch upon as a brand manager.