Commercial Brand Manager

hasbro • Shanghai

No Relocation

Posted: July 3, 2026

Job Description

Purpose of Role

We are seeking a dynamic, results-driven and market-savvy Brand Manager to lead brand strategy, marketing execution and business growth for our core brand portfolio across Greater China markets, with this role based in Shanghai. This position oversees a diversified range of consumer brands excluding Action Figure categories, covering flagship iconic brands including Disney Marvels, Harry Porter, My Little Pony and other complementary lifestyle & entertainment brands. The ideal candidate will own end-to-end brand management, develop localized Hong Kong and Taiwan market strategies, collaborate closely with cross-functional teams and regional stakeholders, drive brand equity enhancement and achieve sustainable business targets for the assigned brand portfolio.

Key Responsibilities

Brand Strategy & Portfolio Management

Formulate and execute market-specific brand strategies and annual business plans for Hong Kong and Taiwan, aligned with global brand guidelines and corporate objectives.
Manage full lifecycle of assigned brands (Disney Marvels, Harry Porter, My Little Pony etc.), conduct market & competitor analysis, identify growth opportunities and optimize local brand positioning.
Monitor brand performance, sales data and market trends, adjust strategies timely to ensure brand health and revenue growth.

Localized Marketing & Campaign Execution

Plan and launch integrated localized campaigns (digital, offline, content, co-branding, PR) tailored to Greater China consumer culture and media habits.
Partner with creative, media and agency teams to develop on-brand marketing assets, ensure consistent brand image across all touchpoints.
Track campaign ROI, optimize execution to boost brand exposure and conversion.

Cross-functional & Regional Collaboration

Collaborate with Shanghai-based sales, product, supply chain and finance teams to align product roadmap, inventory, promotion arrangement and budget control.
Liaise with global brand teams and local distributors & partners to align IP standards, resolve local market issues and drive smooth implementation.
Maintain regular communication with local counterparts to capture front-line market insights and consumer feedback.

Brand Equity & IP Compliance Management

Protect and elevate brand reputation in Greater China markets; ensure all activities comply with local regulations and global IP brand guidelines.
Oversee brand partnership & licensing projects, control brand risks and standardize brand usage across all channels.

Budget & KPI Management

Develop and own annual brand budget for Greater China markets, ensure effective cost allocation and expenditure control.
Set brand KPIs, track performance against targets, and deliver regular performance reports to leadership.

Job Requirements

Bachelor’s degree or above in Marketing, Business Administration, Mass Communication or related fields.
5+ years brand management experience, with solid background in IP licensing, toy industry or consumer entertainment brand marketing & promotion — relevant industry experience is mandatory.
Proven exposure to Hong Kong and / or Taiwan market operation is a strong plus.
Fluent in English and Mandarin (written & spoken);
Deep understanding of Greater China consumer insights, local culture, media ecosystem and channel landscape.
Strong strategic thinking, data analysis and end-to-end project execution capability, able to deliver measurable brand & business results.
Excellent cross-team communication, coordination and negotiation skills, comfortable working with remote regional stakeholders.
Proactive, result-oriented, able to work under pressure in a fast-paced environment; proficient in Office tools (Excel, PowerPoint etc.).

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