月薪55000~65000元 台北市大安區 3年工作經驗 今天剛更新
The key role of the Brand Manager is to grow product volume, builds brand equity, and manages marketing strategy. Key responsibilities include brand positioning, channel execution (on/off-premise), and budget/P&L management.
Core Responsibilities
•Strategy & Planning: Create annual brand plans, volume forecasts, and positioning strategies to hit market share and profit targets.
•Trade & Channel Marketing: Drive performance across on-premise (bars, restaurants) and off-premise (retail, supermarkets) channels, including point-of-sale (POS) displays.
•Events & Activations: Coordinate sponsorships, consumer tastings, and trade launch events.
•Sales & Distributor Collaboration: Partner with sales teams and distributors to present brand initiatives and align on execution.
•Data & Analytics: Track market trends, financial indicators, and syndicated data (like Nielsen/IRi) to spot growth opportunities.
•Compliance & Agency Oversight: Manage external creative, PR, and digital agencies while ensuring compliance with local alcohol marketing and labeling laws.
Key Personal Traits
•Extroverted & High-Energy: Thrives in vibrant social settings, late-night industry events, and fast-paced environments typical of the alcoholic beverage industry.
•Exceptional Social Skills: Builds rapport instantly with diverse groups, from local bartenders and distributors to corporate executives and agency partners.
•Natural Leadership: Inspires cross-functional teams, drives alignment across departments, and takes bold ownership of the brand‘s market presence.
品牌經理(啤酒與烈酒)職位描述:
品牌經理(Brand Manager)的核心職責是帶動產品銷量增長、建立品牌權益並全面管理營銷策略。關鍵職責包括品牌定位、通路執行(即飲與非即飲通路)以及預算與損益(P&L)管理。
核心職責
•策略與規劃:制定年度品牌計劃、銷量預測及定位策略,以達成市場份額與利潤目標。
•通路行銷:提升即飲通路(酒吧、餐廳)與非即飲通路(零售、量販超市)的銷售表現,包含設計與管理店內文宣(POSM)。
•活動與推廣:統籌品牌贊助、消費者品酒體驗活動,以及通路新品上市發表會。
•業務與經銷商協作:與銷售團隊及經銷商緊密合作,簡報品牌企劃並確保雙方執行步調一致。
•數據與分析:追蹤市場趨勢、財務指標及市場調研數據(如尼爾森 Nielsen / IRi),以精準捕捉增長機會。
•合規與廣告公司管理:管理外部創意、公關與數位廣告公司,同時確保所有活動皆符合當地的酒精行銷與標籤法規。
關鍵特質
•外向且充滿活力:熱衷於活躍的社交場合、深夜的產業活動,並能適應酒類行業快速變動的工作環境。
•卓越的社交技巧:能與各類型群體迅速建立良好關係,溝通對象涵蓋在地調酒師、經銷商、企業高層及代理商夥伴。
•天生的領導力:激發跨部門團隊的向心力、推動各單位步調一致,並能展現對品牌市場表現的強烈責任感。
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