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.
Ø Own the complete brand strategy for The Chuan & HLM — from positioning, target definition and brand world long-term vision to annual brand plans;
Ø Ensure one coherent brand direction from core fundamentals through to China domestic execution and multi-market adaptation
Ø Champion the brand across the organisation; be the definitive voice of The Chuan & HLM in all business, brand and consumer decisions
Ø Own full P&L accountability for The Chuan & HLM in China domestic market — driving NS, market share and profitability
Ø Lead annual brand plan development, execution and evaluation for the domestic market
Ø Drive marketing spend efficiency and ROI; proactively challenge cost structures to ensure best value
Ø Build strong commercial alignment with trade marketing and domestic sales to translate brand strategy into marketplace results
Ø Present business reviews and proposals to top management and cross-functional stakeholders
Ø Craft the long-term portfolio strategy and own the 36-month NPD pipeline end-to-end — from insight to launch
Ø Define innovation priorities aligned with brand positioning and portfolio guardrails
Ø Lead cross-functional project teams (R&D, Operations, Finance, Legal, Procurement, Design) through the NPD gate process
Ø Oversee packaging and product innovations that enhance quality, sustainability and premium cues
Ø Develop new product launch toolkits for consistent sell-in across markets.
Ø Own the brand's narrative and creative expression — from campaign "big idea" to all creative assets (ATL, digital, BTL, social, innovation, retail)
Ø Steward the Brand Visual Identity Guideline and integrated Brand Playbook, ensuring creative excellence and consistency across all touchpoints and markets
Ø Architect the owned & influenced channels strategy (social media, influencer collaboration, strategic sponsorship)
Ø Manage creative agencies and strategic partners to deliver best-in-class work
Ø Monitor competitor movement and market trends; drive quick strategic adjustments
Ø 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
Ø Design and continuously elevate the visitor journey — tour, tasting, dining, retail — ensuring every touchpoint reflects brand premium and Chinese cultural richness
Ø Develop the Visit Center as a brand advocacy and CRM platform, converting visitors into long-term loyalists
Ø Lead and develop an integrated team across brand management, portfolio architecture, creative content, advocacy, activation and Visit Center operations
Ø Foster a culture of entrepreneurship, consumer-centricity and accountability
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.
Ø Proven P&L ownership and business results in a brand-led organisation
Ø Experience managing consumer-facing experiential or hospitality operations is a strong plus
Ø Deep understanding of brand strategy, from positioning to execution, across multiple markets
Ø Strong project management skills with the ability to drive complex cross-functional initiatives from concept to launch.
Ø Entrepreneurial mindset with commercial acumen; comfortable with ambiguity and able to lead in a fast-evolving business environment
Ø Proven ability to influence and drive action across senior stakeholders and cross-functional teams
2026-10-01
Target End Date:
Pernod Ricard is a convivial, responsible and successful global wine and spirits group and the #1 premium spirits organisation in the world. The Group represents 240 premium brands available in more than 160 countries. We are 18,500 exceptionally talented people worldwide with our own salesforce in 73 countries.
Our portfolio is one of the most comprehensive in the market with every major category of wine and spirits, providing Pernod Ricard with a unique competitive advantage. To keep growing our business, transforming our industry and making a positive impact on the world, we believe in the power of human connection. Creating ‘convivialité’ is our business and our raison d’être.
As ‘créateurs de convivialité’, our purpose is to turn every social interaction into a genuine, friendly and responsible experience of sharing. We believe there can be no convivialité with excess and strive to be sustainable and responsible at every step, from grain to glass.
You must be of legal drinking age to follow and only share with others of age. Enjoy our brands responsibly.
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