Brand Manager - Tea Business Hong Kong
Hong Kong, Hong Kong SAR

About the Tea Business

Unilever is proud of its Tea business, the biggest in the world, with world class purpose driven brands such as Lipton, PG tips and Pukka.

Recently, Unilever decided to separate the Tea business to ensure it can best achieve its potential. Unilever is currently reviewing several options for separation, including a demerger, an initial public offering, a disposal or through partnership models.

The Tea businesses in India and Indonesia, and the partnership interests in the ready-to-drink Tea joint ventures will be retained.

The balance of the Tea brands and geographies and all Tea estates, with generated revenues of €2 billion in 2019, is growing and profitable with proven potential both pre- and post-COVID-19.

As a standalone entity, the Tea company remains number one in the world and is even better positioned to lead the industry and take full advantage of the opportunities in the category, with more focus and entrepreneurship driving greater growth and value.

The current vision for the Tea company is to champion a tastier, healthier, more sustainable world of plant-based drinking.

Purposeful thinking will be the core anchor of the business, its brands as well as its culture, and enables simple and agile decision making, supports an entrepreneurial mindset and is driven by passion for our consumers.

As we move through this journey towards separation, we are seeking employees with a passion for exciting entrepreneurial experiences, who want to pursue unique career opportunities and have a desire to be an integral part in building the bright future of this plant-based company.

Company Vision :

To grow a world of wellbeing through the regenerative power of plants

Company Mission

A virtuous cycle of growth for everyone connected to our business

CONSUMER : we will craft winning brands that become the universal beverage of choice : serving only the tastiest products that enrich physical, emotional and social wellbeing

CLIMATE : we will lead the way and create a net positive, giving back to the planet much more than we take.

COMMUNITY : we will enrich lives by delivering more value per cup and share that value amongst growers, blenders and farming communities.

EMPLOYEES : we will nurture the growth of every employee, maximising learning and impact of every individual

SHAREHOLDERS : we will lead value creation with sustainable high performance, delivered with transparency and consistency

Your Role :

You will be directly responsible for marketing in HK managing the following :

Purposeful & Powerful Brand Experience

Multi-Channel marketing : Creating and driving marketing programs / campaigns across OOH (Horeca), retail (instore & out of store) and Ecommerce using both ATL and BTL.

Drive purpose for our brands through relevant touch points and grow relevant brands KPIs (SLP, Brand power, etc)

The Brand manager needs to work with global and local experts in market research, media, and digital to build and execute the annual marketing calendar.

Brand equity : ensure right visual identity & on pack claim optimization for our brands.

Strategy & Category Development

Drive category development :

Tea Company being a market leader in the tea category, this role is responsible for delivering the right strategy to grow the Tea category via more users, more usage, more value.

Work hand in hand with customer marketing to deliver strong category growth stories driving value & profit for the retailers

Drive core black Tea : HK being an important black tea market it is essential to drive growth through focus on black tea.

This includes developing a strong winning strategy, ensuring product superiority and portfolio optimisation

Portfolio Management & Innovation

Integrated business planning : The role is in lead position to drive the IBP process and come up with 12Q plans for the country.

Core portfolio superiority : This role is responsible for core optimization / renovation via superior recipes & claims

Local innovations : The Brand Manager is responsible for developing local innovations based on consumer insights.

Disruptive innovations : The role will also be responsible for disruptive innovations (potentially shared with other countries) helping Tea Co be the first mover in new products which help expand the tea consumer base.

Drive sustainability improvement across our portfolio (recyclability, less / no plastic, etc)

Performance Delivery

P&L management : drive accurate volume forecast hand in hand with customer development teams. Manage the whole Tea P&L for HK including topline & bottom line delivery.

Develop a fuel for growth funnel including NRM and 5S initiatives (including complexity reduction)

Drive competitive growth in HK via market share & penetration gains across Lipton & other brands. Follow sell out data, analyse and deliver corrective action plan based on it.

Business development : work hand in hand with customer development to develop our business in new channels to enlarge our footprint where relevant.

Artwork management : Manage artworks through the Tea Co Artwork management system.

Media management : Work with media agencies to create annual and monthly media plans for the tea category with help of global and local marketing resources

Your Key Tasks :

Create the annual marketing calendar, drive innovations and own the Brand in HK

Interface with market unit head and Marketing Director MU to drive local business growth.

Stakeholder management within the cross functional business teams to drive the business plan.

Work with the market research team to mine local consumer insights and input into both global and local marketing programs

Scope and key interfaces for this role :


Build and lead the portfolio level marketing plan for HK

Internal - Global :

Local marketing expert team (Market research, Digital, etc)

Global Cross functional leadership team

Local Cross functional teams EG : supply chain, finance.

Global Brand custodians

External : Customers, Creative and Media agencies

Required Knowledge and Experiences :

Commercial degree in marketing.

Experience in a FMCG business at least 3-4 years at Brand Manager level

Marketing leadership experience

Proven track record of delivering topline and marketing KPIs (driving share and penetration)

Leading a cross functional leadership team

Experience in managing agencies

Experience in managing digital channels and programs : Digital demand creation and fulfilment

Experience within the beverages / tea category is a prerequisite

Channel marketing experience is a prerequisite

Required Skills :

Functional and technical knowledge

Marketing : Brand building marketing.

Digital marketing / demand creation.

Effective communication and negotiation skills

Ability to inspire a team

P&L financial acumen

Language Requirements : English. Local language knowledge is preferred.

Embrace a high growth mindset with strong love for consumers, shoppers and customers

Ability to build positive and impactful partnership with agencies

Have strong communication, negotiation and influencing skills with diverse, multi-functional stakeholders

End to end marketing management, ability to understand the big picture but also comfortable with details and managing the operations

Our values : Sustainability

Promote diversity

Ownership and accountability


Excited about the Role?

Please apply online. Your application will be reviewed against our requirements and we will be in touch to provide you with an update on the status of your application.

Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities.

We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.


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