Brand Manager – Digital Content & Channels (Europe)

Candy Hoover Group Srl; Vimercate; Hybrid; EUR 38,000 - 46,000; Full time

Benefits offered by this job

Meal tickets

Smart Working

Job summary

Haier Europe seeks a Brand Manager to coordinate Europe-wide consumer brand strategy, shaping digital-first concepts with scale across channels. Location is Vimercate, with hybrid work and collaboration with Global HQ in China.

Reporting to the Brand & Digital Activation Director, you will own content end-to-end, manage agencies, and leverage data and ROI to sharpen impact. Fluent English is mandatory.

Qualifications

• Six+ years in brand management or digital marketing leadership.
• Proven ownership of content end-to-end, digital-first mindset.
• Experience leading multiple agencies and teams.

Responsibilities

• Coordinate Europe-wide brand strategy and ensure digital-native execution.
• Translate strategy into creative platforms and assets across channels.
• Lead creative agencies and manage content production against demand.
• Oversee digital media plans, ROI, and performance metrics.
• Develop and coach junior team members and cross-functional collaboration.

Skills

Brand management

Digital marketing

People management

Media planning

English proficiency

Job description

Job Posting Title Brand Manager – Digital Content & Channels (Europe)

The challenge

An exciting opportunity has arisen to contribute to Haier Europe. The Company is on a journey to achieve ambitious growth and leadership objectives in the region, and we are seeking someone passionate, proactive, self-driven, and motivated to join a team of open-minded individuals. We are looking for someone who embodies the Company’s core behaviors, based on our Own It model: Zero Distance, Agility, Entrepreneurship, Ecosystem and Build Trust. A true change agent who acts with integrity, collaborates across boundaries, adapts quickly, takes initiative and keeps users at the center — fostering an open, innovative, and high-performing environment.

What you will do

We're looking for a Brand Manager to coordinate the execution and evolution of our consumer brand strategy across Europe, making sure brand messages are built to perform in a contemporary, digital and media-driven ecosystem. This role is not about adapting a traditional brand idea to digital or to a media format. It is about shaping brand thinking so that concepts are born digital-first, media-smart, insight-driven and scalable across channels.

The scope European perimeter, across all the Group's strategic brands Part of the Haier Brand Platform at our European Headquarters, working closely with our Global HQ in China Reports directly to the Brand & Digital Activation Director, with one to two direct reports Based At Energy Park, Vimercate. Hybrid: one to two days of remote work per week, up to eight days per month

What you'll do

Supervise the evolution of the brand strategy of our portfolio of Brands, in coordination with Global HQ, identifying European opportunities for growth and supporting countries to increase the impact of local activities.

Translate the European brand strategy into creative platforms & assets — from concept to delivery — that work natively in digital environments and support familiarity, consideration and sell-out. You own the content end to end, in partnership with our Chinese HQ, including influencer partnerships and the activation of brand ambassadors (chef ambassadors included).

Lead our creative agencies and production partners: brief, challenge, steer, land the work on time and on standard. Be close to countries, to plan content production against real demand. You gather local markets' media plans, read them, and make sure we only produce what the plan actually needs.

Own the digital media conversation together with content conversation with European markets. Review and challenge media plans built locally offering expertise, suggestions and focusing on new media and content usage. Be involved in the management of the media agencies. Day-to-day planning and buying stay with the countries. Use data, insights and performance metrics — including ROI and A/B testing — to sharpen brand impact and content effectiveness.

Partner with the Customer Insights, Sponsorship and Digital Experience Platform teams, the Product Lines, Global HQ and the local Markets, so brand execution lands consistently on every touchpoint. Lead, coach and develop the Brand Specialist(s) in your team.

What you need to succeed

At least six years in brand management / marketing / digital marketing management roles, with proven ownership of content end to end, primarily digital content, and hands‑on experience leading multiple agencies.

Media and social media planning background – you can build a plan, allocate media budget and defend a strategic rationale. This can come from a media agency, a consultancy or an in‑house team. (Direct buying, performance buying and hands‑on management of self‑service platforms are not part of this position).

A genuinely digital‑first way of working: you know the channels, and you build for them rather than retrofitting Hands‑on, daily use of AI in content and marketing workflows (e.g. ideation, production, localization), with awareness of responsible‑use and disclosure requirements for AI‑generated content (e.g. EU AI Act).

The ability to read data and turn consumer insight into content decisions Direct experience managing and growing at least one junior team member Collaborative, cross‑functional attitude is key to succeed in this role Fluent English, written and spoken is mandatory for the position. Italian is not required — English is our working language.

PAY TRANSPARENCY

Employment Type: Permanent Contract; Full-Time National Collective Bargaining Agreement (CCNL): Metalmeccanici Privati Minimum Gross Annual Salary: € 40.000

Benefits:

• Meal tickets
• Smart Working

The Company may offer a different compensation package than the one indicated above, based on objective criteria identified during the selection process (such as experience, skills or changes in the scope and responsibilities of the role). Any such variation is in no way based on previous salary levels or on personal or discriminatory factors. All decisions are made in compliance with the principle of equal pay, the applicable National Collective Bargaining Agreement (CCNL) and EU Directive 2023/970, as well as the relevant national implementing legislation.

#LI-SK1 Haier Europe is an Equal Opportunity Employer. Employment decisions are made without regard to race, color, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, or other characteristics protected by law.

Haier Europe is part of the Haier Smart Home, the No. 1 company globally in major appliances and among the Fortune's Global 500 and World's Most Admired Companies. Haier Smart Home has a network of 10 R&D centers, 71 research institutes, 35 industrial parks, 143 manufacturing centers and a sales network of 230,000 nodes around the world. We are the world's only IoT Ecosystem Brand that has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for 5 consecutive years. We also ranked as the #1 Global Major Appliances Brand according to Euromonitor International for 15 consecutive years. In 2023, we achieved revenues of approximately € 33.6 billion. In Europe, under our high‑end brands, including Candy, Haier and Hoover, we are designing the new era of living by offering our household solutions and scenarios to over 45 markets in Europe and beyond.

Haier Europe is headquartered in Vimercate (MB), Italy. More information is available on corporate.haier-europe.com.