Purpose of the Position

As the end-to-end brand owner for The Chuan & Helan Mountain (HLM), this role holds full accountability from brand strategy to market delivery — encompassing brand fundamentals, portfolio & innovation, creative & communication, China domestic business performance, and the Visit Center experience. This is not a coordinating role across silos; it is one leader owning the entire brand equation, ensuring strategy flows seamlessly into product, product into storytelling, storytelling into market execution, and execution into business results.

1. End-to-End Brand Strategy & Ownership

• Own the complete brand strategy for The Chuan & HLM — from positioning, target definition and brand world long-term vision to annual brand plans;
• Ensure one coherent brand direction from core fundamentals through to China domestic execution and multi-market adaptation
• Champion the brand across the organisation; be the definitive voice of The Chuan & HLM in all business, brand and consumer decisions

2. China Domestic Business & P&L

• Own full P&L accountability for The Chuan & HLM in China domestic market — driving NS, market share and profitability
• Lead annual brand plan development, execution and evaluation for the domestic market
• Drive marketing spend efficiency and ROI; proactively challenge cost structures to ensure best value
• Build strong commercial alignment with trade marketing and domestic sales to translate brand strategy into marketplace results
• Present business reviews and proposals to top management and cross-functional stakeholders

3. Portfolio Architecture & Product Development

• Craft the long-term portfolio strategy and own the 36-month NPD pipeline end-to-end — from insight to launch
• Define innovation priorities aligned with brand positioning and portfolio guardrails
• Lead cross-functional project teams (R&D, Operations, Finance, Legal, Procurement, Design) through the NPD gate process
• Oversee packaging and product innovations that enhance quality, sustainability and premium cues
• Develop new product launch toolkits for consistent sell-in across markets.

4. Brand Building & Communication

• Own the brand's narrative and creative expression — from campaign "big idea" to all creative assets (ATL, digital, BTL, social, innovation, retail)
• Steward the Brand Visual Identity Guideline and integrated Brand Playbook, ensuring creative excellence and consistency across all touchpoints and markets
• Architect the owned & influenced channels strategy (social media, influencer collaboration, strategic sponsorship)
• Manage creative agencies and strategic partners to deliver best-in-class work
• Monitor competitor movement and market trends; drive quick strategic adjustments

5. The Chuan Visit Center

• Own the end-to-end Visit Center strategy and operations at The Chuan distillery visit center in Emeishan, delivering a world-class experience and drive commercial business performance
• Design and continuously elevate the visitor journey — tour, tasting, dining, retail — ensuring every touchpoint reflects brand premium and Chinese cultural richness
• Develop the Visit Center as a brand advocacy and CRM platform, converting visitors into long-term loyalists

6. People Leadership

• Lead and develop an integrated team across brand management, portfolio architecture, creative content, advocacy, activation and Visit Center operations
• Foster a culture of entrepreneurship, consumer-centricity and accountability

Qualifications

• Education: Bachelor degree and above, major in Marketing, Business Administration or related field; MBA preferred.
• Experience: Minimum 10 years of working experiences in marketing or general management within FMCG, spirits or luxury industries, with at least 3 years in a senior leadership role.

Capabilities:

• Proven P&L ownership and business results in a brand-led organisation
• Experience managing consumer-facing experiential or hospitality operations is a strong plus
• Deep understanding of brand strategy, from positioning to execution, across multiple markets
• Strong project management skills with the ability to drive complex cross-functional initiatives from concept to launch.
• Entrepreneurial mindset with commercial acumen; comfortable with ambiguity and able to lead in a fast-evolving business environment
• Proven ability to influence and drive action across senior stakeholders and cross-functional teams