Summary
Location
Shanghai
Type
full-time
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About this role
Blackmores (www.blackmores.com.au) is Australia’s No.1 vitamin and dietary supplements brand with a legacy of over 90 years and is a publicly listed company employing 1250 people in 11 markets across Asia-Pacific. Headquartered in Australia, Blackmores has its international headquarter in Singapore, a health Innovation Centre in Shanghai, and a state-of-the-art manufacturing facility in Australia.
Purpose of role:
The IMC Manager is accountable for creating a unified brand voice and driving brand awareness, engagement, and consideration through integrated inbound and outbound media campaigns, measured by improvements in brand awareness, engagement, campaign effectiveness, and content performance.
Responsibilities include:
MC Strategy & Planning
- Develop with CGP teams the total brand and product range-level IMC campaign plans that are aligned with brand positioning, innovation pipelines/ product portfolio focus and business objectives. Works across paid & owned media, inbound & outbound touchpoints, integrating brand, digital and social (KOL) marketing.
- Work with CGP teams and content agencies to deliver a unified brand story, translating total brand narrative and product benefits into compelling storytelling that builds trust consistently across all touchpoints (Red, Douyin, Wechat, Tmall, JD, etc).
- Disciplined campaign performance reporting, with key insights to improve Blackmores’ content, reflected in QBRs
- Work closely with eCommerce, CGP teams and Media to bridge awareness and conversion
KOL/ KOC Collaborations
- Manage KOL/ KOC collaborations, content planning and any PR activations to drive consumer trust
Key Performance Indicators
- Engagement indices/ Share of Engagement in RED and Tiktok, Campaign delivery and consistency, “Brand I trust” equity score
Who are you?
- Bachelor's degree in Marketing, Business, or a related field.
- 8-10 yrs’ experience in brand and marketing communication in FMCG, with at least 4 years’ experience in communications. Skincare/beauty, Health industry experience a plus
- Proven track record of managing digital campaigns for digital and e-commerce platforms (Red, Tmall, JD, Douyin)
- Strong knowledge of China’s fast evolving digital and influencer ecosystem across Douyin, RED, Wechat, Bilibili
- Communication and storytelling skills
- Skilled in digital analytics
- Understanding of KOL/ KOC collaborations and working with agencies
- Experience with offline media a plus
- Thrives in a fast-paced, complex, and ambiguous environment. Results-oriented, proactive, and possesses strong problem-solving skills.
- Fluency in Mandarin Chinese and English (written and spoken) is essential.
Agencies please note: this recruitment assignment is being managed directly by Blackmores Talent Acquisition team. We will reach out to our preferred agency partners if required. Your respect for this process is appreciated.
Other facts
About Blackmores
Since 1932, Blackmores Group has been championing innovative natural health solutions to bring wellness to people everywhere, every day. Founded by visionary naturopath, Maurice Blackmore, our vision is to connect every person on earth to the healing power of nature by combining our knowledge of nature and science to deliver quality health solutions.
Our portfolio includes:
• Blackmores, consistently voted No.1 health brand in Australia;
• BioCeuticals, Australia’s leading practitioner range;
• Blackmores Institute, our academic and research centre of excellence
Renowned for high quality products, Blackmores Group has a strong commitment to embedding corporate social responsibility and sustainability across our business and giving back to the communities in which we operate.
Blackmores Group operates in 12 markets, with headquarters and a state-of-the-art manufacturing facility in Australia, and offices across South-East Asia and Greater China.
Blackmores Group is a wholly owned subsidiary of Kirin Holdings and the cornerstone brand of the Kirin Health Science business.
What you'll do
- The IMC Manager is responsible for developing integrated marketing communications campaign plans aligned with brand objectives and delivering a unified brand story across various media. They will also manage KOL collaborations and report on campaign performance to enhance content effectiveness.
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