Brand Marketing Manager

Blue Bottle Coffee Hong Kong Limited; Hong Kong; On-site; HKD 1,200,000 - 2,000,000; Full time

Job summary

Blue Bottle Coffee Hong Kong Limited is seeking a senior leader to drive brand management, marketing and product strategy in Hong Kong. You will partner with Brand Director, GM and local teams to develop and execute initiatives that advance the brand values and business objectives.

You will guide market strategy, launch go-to-market plans, and ensure alignment across merchandising, campaigns, and partner networks while maintaining a strong guest experience mindset.

Qualifications

• 5 years relevant experience in marketing, brand or product leadership.
• Experience with F&B, retail or consumer-facing multinationals.
• Proven success in developing brand strategies and campaigns.
• Strong analytical skills to translate data into actions.
• Executive presence with leadership and mentoring abilities.
• Deep love for great coffee and guest experiences.

Responsibilities

• Develop market brand strategy with Brand Director and GM.
• Lead brand strategy discussions with consumer insights.
• Analyze consumer trends to identify growth and hit financial targets.
• Coordinate marketing needs with Brand leadership and go-to-market.
• Lead marketing plans and retail strategy for products and launches.
• Oversee partnerships for retail and visual merchandising.
• Drive brand momentum and long-term health.
• Build and maintain a network of stakeholders across brands, agencies and leaders.
• Lead HK go-to-market with Global Brand Operations.
• Develop and implement marketing programs within budget to raise awareness.
• Inspire organization around brand vision and ensure adherence to brand guidelines.
• Plan and execute marketing to raise awareness and loyalty.
• Develop KPI tracking and analyse marketing metrics.
• Support segmentation using market research and BI.
• Lead annual functional planning.
• Stay informed of competition with cafe visits and market visits.
• Build and develop a passionate, creative team.

Skills

Brand leadership

Cross-functional work

Strategic thinking

Communication skills

Team mentorship

Brand storytelling

Job description

About the job

Thisposition is responsible for leading brand management, marketing and product in Hong Kong, to drive functional strategy and planning. This role is responsible for all integrated marketing briefs for the marketsand to lead go-to-market inputs and reporting to Brand Director.

This position will research, identify, and define needs of the Blue Bottle consumer andbusiness both from the current market perspective as well as future growth opportunities.

Act as a steward of the brand mission to ensure the vision, positioning, architecture all drive for overall business goals.

This role will work closely with Cafe Ops and GM to align and support business goals.

You are:

You are equal parts diligent planner, exceptional leader, and brand ambassador. A natural connector of people, teams and workstreams, you’ll navigate our network of global leaders and local teams, partnering to both develop and get buy-in for initiatives and opportunities that will push forward our brand values.

You thrive in a complex, fast-paced environment, are attentive and organized, and have an upbeat, can-do attitude and have a proven record of successfully working cross-functionally. You will come to deeply understand the Blue Bottle brand and can share that vision at scale.

A diplomatic problem-solver and relationship builder with a positive attitude, who can bring people together to both resolve and execute against challenges.

Able to decisively manage through shades of gray and with the capability to help others learn, adapt and deliver in a changing environment.

Understand what it takes to bring diverse groups to the table to discuss, align and execute, and the ability to help them get to those places.

Detail-oriented and strategic; someone who “sweats the small stuff,” but also sees the big picture and can provide clarity to teams to deliver in this environment

Deeply collaborative; comfortable jumping in and working closely with different stakeholders; excited to share knowledge, and welcome support.

A clear and effective communicator in your conversations, written communications, and presentations.

Exceptionally curious and interested in learning, comfortable with ambiguity and moving forward despite uncertainty.

You will:

Work closely with the Brand Director and GM to develop overall market(s) brand strategy to help achieve business objectives

Lead brand strategy discussions, ensuring a insights-led target consumer perspective

Analyze consumer trends and categories to help identify and influence future sources of growth and ensure financial targets are achieved.

Align with Brand leadership to ensure marketing needs are met and objectives, plans, activations are well communicated and understood

Lead the marketing plans and retail marketing strategy for product offerings and work closely with product teams to bring new launches to life.

Lead external partners as needed for retail and visual merchandising initiatives.

Drive momentum and long-term brand health

Foster strong network of key stakeholders including brand peers, collaborators, trade organizations, agencies and key opinion leaders

Work with Global Brand Operations to lead the Go-To-Market processfor HK markets

Oversee the development, implementation of marketing programs and campaigns within budget to raise awareness and consideration.

Engage, inspire and excite the organization around the brand vision, purpose and strategies so team is clear in bringing them to life in their areas of functional expertise

Provide brand guidelines to ensure our partner, vendors and internal audiences follow them and update them as necessary

Plan and execute marketing programs to raise brand awareness and consideration while analyzing and evaluating opportunities to drive consumer growth and loyalty

Develop and continuously evaluate KPI by marketing objective. Track and perform analysis of marketing metrics across media and channels.

Contribute to the establishment of business and customer segmentation strategies by using market research and business intelligence effectively to provide marketing recommendations

Empower annual functional planning and communication.

Stay informed of competitive analysis and frequently with cafe visit/market visits to maintain expert knowledge of the industry and market

Build and develop a team which is full of passion & energy, creative, professional and efficient

You have:

5 years relevant experience in a marketing, brand or product leadership role. Deep experience in marketing and brand marketing working for reputable, F&B, retail or consumer-facing multinational organizations.

Proven success in developing brand strategies, marketing, advertising, promotional and public relations efforts as well as customer loyalty programs and other customer acquisition strategies from concept to implementation.

Understanding of merchandising strategies and ability to build marketing around product offerings.

Strong analytical skills and proven ability to analyze quantitative and qualitative data, draw conclusions and develop actionable recommendations.

Meticulous attention to detail. Exceptionally astute in picking up and responding to unexpected situations and staying on top of matters.

Evidence of strong conceptual thinking with a track record of generating new ideas/concepts that challenge traditional frontiers of thought.

Sound financial and business acumen.

Excellent interpersonal skills. Able to work effectively with a diversity of cultures and working styles.

Strong executive presence. Principled and tenacious. A straight-forward, “low ego” communication style and leadership reputation is required.

Trusted leadership ability, with proven success building teams and mentoring talent.

Resourceful problem-solving skills with proven ability to think critically, analytically and strategically.

Proactive and business-minded attitude with enterprise-level project management ability.

Excellent workshop, presentation and communication skills.

Last but not least, a deep love for great coffee, food, and exceptional guest experiences