Assistant Brand Manager

About the Role

The Assistant Brand Manager will be directly responsible for driving the marketing agenda for the Hong Kong tea business, working closely with internal cross-functional teams, global stakeholders and our distribution partner to build brands, grow the category and deliver strong commercial performance. The role covers end-to-end brand management across brand experience, category strategy, portfolio and innovation, as well as business performance delivery across retail, out-of-home and co-branding partnerships, ensuring strong in-store visibility and effective execution of brand plans.

As the market leader in the tea category, LIPTON Teas and Infusions offers the opportunity for this role to work hand in hand with internal cross-functional teams, external distribution partners and agencies to rejuvenate the brand and portfolio. The role will contribute to delivering strong category growth stories and driving more users, more usage, more value and greater brand footprint for the business. It requires a strong balance of strategic thinking, hands-on execution and close stakeholder management across local, regional and global teams.

Key Responsibilities

• Act as the brand owner for the Hong Kong tea portfolio and lead portfolio and innovation strategy, including core optimisation and renovation via superior recipes and claims, local innovation based on consumer insights and disruptive innovation to expand the tea consumer base.
• Develop and drive category growth strategies for Hong Kong, with a strong focus on growing the tea category in close partnership with the distributor and key retailers.
• Own the integrated brand and business planning process for the market, including 8–12 quarter plans and alignment with key brand and business priorities.
• Build and implement the annual marketing calendar with global and local experts in market research, media and digital, driving brand purpose, equity and key brand KPIs (e.g. SLP, Brand Power).
• Lead the development and execution of multi‑channel marketing programmes across retail, out‑of‑home and co‑branding partnerships, ensuring strong in‑store visibility and effective execution of brand plans, and leveraging ATL and BTL touchpoints to create purposeful and powerful brand experiences.
• Safeguard and strengthen brand equity by ensuring the right visual identity, on‑pack claim optimisation and a consumer‑relevant product portfolio.
• Support the BU Head on performance delivery for Hong Kong, including P&L support, top‑line and bottom‑line delivery, market share and penetration gains, and business development in new channels.
• Drive sustainability improvements across the portfolio, including packaging and raw materials initiatives where relevant.
• Oversee key executional processes including artwork development through internal systems and media planning with agency partners, ensuring effective use of local and global marketing resources.

Requirements

• Degree in Marketing, Business Administration, Communications or other commercial disciplines; candidates from non‑business disciplines with relevant business experience are also welcome.
• 5–8 years of relevant FMCG brand marketing experience; prior Assistant Brand Manager experience is preferred.
• Background in tea, beverages, F&B or broader FMCG is preferred; exposure to trade marketing and/or 4A’s agencies is an advantage.
• Strong marketing fundamentals and brand‑building track record, delivering top‑line growth and key KPIs such as market share and penetration.
• Proven experience leading cross‑functional projects, managing agencies and driving digital marketing programmes.
• High‑growth mindset with a strong passion for consumers and customers, and a drive to grow the tea and milk tea category.
• Excellent communication, negotiation and influencing skills, with the ability to build impactful partnerships with diverse stakeholders.
• Strong project management and analytical skills, with solid business acumen and the ability to balance big‑picture thinking with operational detail and work autonomously when needed.
• Proficient in MS Office (Excel, PowerPoint, Word, Outlook); experience using AI tools at work is a plus.
• Proficient in English and Chinese; daily work is in Cantonese, with occasional meetings in Mandarin and English.
• Immediate availability will be an advantage.