Job Description:
Brand Lead – Acana
Job Description:
1. Brand Strategy
· Develop the 3-year brand strategy and annual plans, ensuring successful execution.
· Identify new consumer and market trends, translating these insights into actionable brand growth strategies.
· Organize regular meetings with the brand and sales teams to review performance, uncover growth opportunities, and collaborate with channels to develop an integrated, demand-driven growth strategy.
2. Brand Building
· Develop differentiated brand positioning based on global guidelines, local consumer insights, and market competition; translate this positioning into compelling product selling points.
· Establish brand execution guidelines to ensure a consistent, premium brand experience across all touchpoints.
· Develop creative assets and content to increase audience interest and drive purchase conversion.
3. Portfolio & NPD (New Product Development)
· Own the brand portfolio strategy and provide strategic recommendations for channel distribution.
· Develop and continuously iterate consumer-centric product selling points.
· Manage new product launches: collaborate with the global team on product concepts, selling point design, business cases, pricing, and packaging. Take full ownership of the China launch and its ongoing performance.
4. Channel Collaboration
· Given the e-commerce-driven nature of the business, proficiency in digital platforms (RED, Douyin, and e-commerce platforms) is essential.
· Work closely with the sales team to align internal and external investment strategies, continuously optimizing ROI.
· Ensure the smooth implementation and execution of marketing strategies across all channels.
5. Budget Management
· Oversee and manage the brand budget.
6. Team Leadership
· Build, mentor, and develop a highly professional and high-performing brand team.
Qualifications:
1. Passionate about pets; pet owners are highly preferred.
2. 12–15 years of professional experience with a proven track record of leading teams to success.
3. Solid and proven expertise in brand building.
4. Strong business acumen, with the ability to partner with the sales team to drive brand growth.
5. Excellent communication, presentation, and influencing skills.
6. Highly adaptable to a fast-paced work environment and able to thrive under pressure.
Key Networks & Reporting Line:
1. Direct Report: Champion China Marketing Head.
2. Direct Reports: Will manage a team at the Senior Manager / Manager level.
3. Global Marketing team：Engage global brand marketing and innovation team
Skills Required
- Passion for pets; pet ownership is highly preferred
- 12–15 years of professional experience
- Proven track record of leading teams to success
- Solid and proven expertise in brand building
- Strong business acumen and ability to partner with sales to drive brand growth
- Excellent communication, presentation, and influencing skills
- Ability to adapt to a fast-paced work environment and thrive under pressure
Mars Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Mars and has not been reviewed or approved by Mars.
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Healthcare Strength — The benefits package is positioned as comprehensive, with broad medical coverage and additional protections like life insurance and short- and long-term disability. Mental health support is emphasized, including free mental health services and wellbeing programming under initiatives such as Mars Be Well.
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Parental & Family Support — Paid parental leave is highlighted as market-leading in the U.S., with an example of 18 weeks fully paid for both parents. Additional family-related leave types such as sick time for caregiving and bereavement leave are also described as part of the overall package.
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Retirement Support — Retirement offerings are described as strong, including 401(k) matching (with a 6% match cited) and pension plans in some cases. The broader package also references retirement savings options and contributions aligned to local market practice, supporting long-term financial security.
Mars Insights
What We Do
For more than a century, Mars, Incorporated has been driven by the belief that the world we want tomorrow starts with how we do business today. This idea is at the center of who we have always been as a global, family-owned business. Today, Mars is transforming, innovating and evolving in ways that affirm our commitment to making a positive impact on the world around us. Across our diverse and expanding portfolio of confectionery, food, and petcare products and services, we employ 133,000 dedicated Associates who are all moving in the same direction: forward. With $40 billion in annual sales, we produce some of the world’s best-loved brands including DOVE®, EXTRA®, M&M’s®, MILKY WAY®, SNICKERS®, TWIX®, ORBIT®, PEDIGREE®, ROYAL CANIN®, SKITTLES®, WHISKAS®, COCOAVIA®, and 5™; and take care of half of the world’s pets through our pet health services AniCura, Banfield Pet Hospitals™, BluePearl®, Linnaeus, Pet Partners™, and VCA™. We know we can only be truly successful if our partners and the communities in which we operate prosper as well. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire our Associates to take action every day to help create a world tomorrow in which the planet, its people and pets can thrive.
