Regional Sr Brand Manager

Hasbro (Hong Kong, Hong Kong) 1 day ago

Main Purpose:

Hasbro is a global play and entertainment company. Hasbro Asia Pacific Marketing is currently looking to fill the role of Regional Senior Brand Manager for Hasbro’s licensed brands to support Hasbro SA’s marketing efforts for its toys and games products in Asia.

The following are specific services for which you are responsible and shall be undertaken in accordance with HET/HIT operating policies and procedures:

  • Key contributor to the development of HET/HIT strategic business goals, vision and planning for the category of brands across Asia for the next 1-5 years
  • Lead brand analysis for the category making recommendations to the Regional Marketing Director across the following areas to maximize Hasbro’s commercial advantage in Asia:
    • Audiences (Consumer & Shopper)
    • Brand activation
    • Product portfolio
    • Pricing
  • Lead the Category/Brand activation toolkit development, delivery and measurement across all consumer touchpoints for Asia in partnership with:
    • Regional Retail Activation
    • Regional Media & PR
    • Regional Brand Building Team
    • Global Commercial Organisation (GCO)
  • Partner with Hub Marketing teams on Asia brand and category execution and performance analysis across all markets
  • Partner with Regional E One Marketing, Consumer Products and Studios to create the full Brand Blueprint activation framework for the Hub markets to activate,
  • Support the Marketing Director in the partnership with third parties such as Agencies, Licensees, Licensors and Media Networks
  • Partner with GCO to ensure that Hasbro Asia’s strategic, marketing and product requirements are understood and delivered
  • Be the brand ambassador globally for the Asia region highlighting the growth potential and delivery of the brand portfolio managed

Specific Responsibilities:

Regional Strategic Planning

  • Key contributor to the development and execution of 1-5 year brand and category activation strategies for Asia in partnership with the GCO and the Regional Brand Building Team driving long term growth objectives
  • Analyse and evaluate brand metrics, consumer behaviours, industry and retail trends to identify opportunities for brand and category development.
  • Recommend key research/data gaps that will help to advance brand growth across the region
  • Key member of Regional Brand Building Team (BBT) on Growth Brands. BBT’s comprise of cross functional teams planning across all brand touchpoints feeding into the development of the Brand Toolkits for in market execution
  • Develop brand activation strategies to maximize the brand blueprint and consumer reach through partnership with Regional E One Marketing, Consumer Products, Promotions, LBE and Studios as part of One Voice implementation
  • Lead product portfolio analysis in partnership with Regional Category Management Team to:
    • Understand and communicate product development requirements for the Region to the GCO to deliver against incremental portfolio opportunities
    • Recommend optimised range to convert against target audience, play pattern and purchase occasion across all Retail Channels
  • In partnership with the Regional Commercial team, input into the Regional Exclusives portfolio to deliver against Account/Channel strategic objectives whilst being complimentary to the core ranging strategy
  • Lead category pricing analysis utilising the Regional pricing strategy making a recommendation that delivers against Net Sales and Variable Margin targets for Hasbro SA

Go-to-market activation

  • Lead the development, delivery and measurement of brand activation toolkits to be executed consistently within all markets at scale in partnership with Regional Retail activation team, Regional Media & PR, BBT’s and GCO. Toolkits include:
    • 1-3 year brand strategy including retail activation priorities
    • Campaign & communication strategy and assets
    • Point of Sale assets across all retail touchpoints
    • Product portfolio prioritisation
    • Bespoke retailer campaign framework
  • Oversee P2M/HDM Regional set up for Category portfolio in partnership with the Regional Senior Co-Ordinator
  • Partner with the Hub Marketing, E One Marketing and Consumer Products teams to drive integrated brand blueprint execution covering all Consumer Products groups, entertainment, promotions and live experience
  • Partner with Licensors and Licensees (where relevant) to ensure strong collaboration maximising Hasbro SAs business both regionally and in market

Performance Optimisation

  • Lead the analysis and evaluation of brand metrics, media performance and portfolio performance at retail to inform short to mid-term optimisation actions
  • Lead competitive market analysis to understand brand position and competitive growth areas
  • Key contributor to quarterly EMEA & Asia Brand performance reviews
  • Leads Brand performance & Campaign analysis presentations for Asia showcasing all elements of activation and areas for continued development and optimisation
  • Support the Identification and amplification of best planning and execution from Hub Marketing teams and continue to provide recommendations on process improvements across all aspects of the business

Key Relationships:


  • Europe & Asia Marketing Directors
  • Europe & Asia VP Marketing
  • Hub Category Marketing Managers
  • Europe & Asia Commercial Team
  • Europe & Asia Finance Team
  • Global Commercial Organisation
  • Consumer Products Team
  • eOne Regional Marketing Team
  • eOne Content placement team
  • Global Brand Publicity


  • Customers
  • Agencies – Strategy, Media, TV, PR, Online, Promotional/Experiential
  • Licensors / Licensing Agents
  • Movie Partners (where appropriate)

Qualifications Required:

  • Educated to degree level, ideally in Business or Marketing disciplines

Experience Required:

  • Marketing experience, ideally in a consumer goods/commercial environment
  • Experience of working in consumer and customer marketing
  • Evidence of managing a portfolio of brands
  • Experience in P&L management and brand profitability
  • Ability to interact with and influence senior management and those in other teams
  • Experience of working in multi-discipline and remote teams

Regional Sr Brand Manager

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