Brand Manager - Tsingtao Brand

JOB DESCRIPTION

 

Job Title: Brand Manager – Tsingtao Brand

Department: Marketing

Location: White Plains, NY – Hybrid (In Office Tues, Wed, Thurs)

Reports to: Brand Director

Employment Type: Full-Time

Role Purpose

The Tsingtao Brand Manager will lead the development and execution of Tsingtao’s U.S. brand strategy, with responsibility for accelerating brand awareness, relevance, distribution support and consumer engagement across the U.S. market. The role requires a unique combination of strong brand-building capability, commercial thinking, and Chinese/Asian cultural knowledge. The successful candidate will help translate Tsingtao's authentic Chinese heritage into a compelling and relevant proposition for the U.S. market, strengthening connections with Chinese-American and broader Asian-American consumers while expanding the brand's appeal among the wider U.S. beer-drinking population. Working cross-functionally with sales and external agency partners, the Brand Manager will develop and execute marketing programs that build brand equity and support business growth. Success in this role will require close partnership with Sales and Distributor Management to translate brand strategy into impactful programs that support distribution, visibility, trial and long-term business growth.

Critical Candidate Requirement

The successful candidate must demonstrate strong cultural fluency and the ability to bridge Tsingtao’s Chinese heritage with the needs of U.S. consumers, customers and partners. Equally important is the ability to translate Tsingtao's authenticity and cultural relevance into effective U.S. brand strategies and marketing programs. The ideal candidate will be comfortable operating in both U.S. business environments and multicultural consumer settings, collaborating effectively with internal teams, agency partners, distributors and international stakeholders.

 

Key Responsibilities1. Brand Strategy & Growth

·      Develop and recommend the annual Tsingtao U.S. brand strategy, positioning, priorities and marketing calendar in alignment with Paulaner USA’s overall business objectives.

·      Identify the key consumer, cultural and market opportunities that can accelerate Tsingtao’s growth in the U.S.

·      Build clear brand priorities across consumer target, occasions, channels, geographies and key growth opportunities.

·      Translate global/Chinese brand equities into a compelling and relevant U.S. consumer proposition while protecting Tsingtao’s authenticity.

·      Support development and execution of innovation initiatives, limited-edition packaging programs and market-specific opportunities that increase consumer relevance and drive incremental growth.

·      Monitor market trends, consumer behavior and competitive activity to inform strategy and innovation.

 

2. Consumer & Cultural Marketing

·      Develop culturally authentic marketing strategies that increase Tsingtao’s relevance among Chinese-American, Asian-American and broader U.S. consumers.

·      Build a deep understanding of Chinese-American, Asian-American and broader U.S. consumer segments to inform brand initiatives.

·      Identify relevant cultural occasions, communities and partnerships that support brand growth and engagement.

·      Identify and support relationships with relevant cultural organizations, restaurants, retailers, media and community partners that align with brand objectives.

·      Ensure marketing programs and communications are culturally appropriate and aligned with brand objectives.

 

3. Integrated Marketing & Communications

·      Lead development and execution of integrated marketing programs across digital, social, PR, experiential, partnerships and trade activation.

·      Provide strategic direction to agency partners and manage execution to ensure effective influencer, partnership and community engagement programs.

·      Support development of content, creative assets and communications that strengthen brand relevance and engagement.

·      Evaluate marketing opportunities and partnerships that align with brand strategy and business objectives.

·      Support Tsingtao participation in key Chinese and Asian cultural occasions and events.

 

4. Commercial & Sales Partnership

·      Partner closely with Sales, Distributor Management and National Accounts to translate brand strategy into effective market programs.

·      Develop tools, materials and activation programs that support distribution growth, visibility and consumer trial.

·      Collaborate with sales teams to identify opportunities and priorities across key markets and channels.  

·      Provide sales teams and distributors with compelling Tsingtao brand stories, tools, programs and materials.

·      Support development of annual customer and distributor plans where Tsingtao-specific brand expertise is required.

·      Ensure marketing investments are aligned with commercial objectives and market needs.

·      Analyze performance by market, channel, package and activation to identify growth opportunities.

 

5. Brand Planning, Budget & Measurement

·      Own the Tsingtao marketing budget and ensure investment is focused against the highest-return growth opportunities.

·      Establish clear KPIs for brand equity and sales.

·      Measure program effectiveness and make recommendations to improve ROI.

·      Use consumer, sales, distribution and market data to inform decisions and continuously refine the brand plan.

·      Present brand strategy, plans, performance and recommendations to senior leadership.

 

6. Cross-Functional Leadership

·      Collaborate with Sales, Finance, Operations and other internal stakeholders to drive execution of brand initiatives.

·      Serve as the primary marketing contact for Tsingtao China Brewery and global stakeholders.

·      Coordinate agency, partner and vendor relationships.

·      Share consumer insights, performance results and market trends to support continuous improvement and alignment.

 

Key Success Measures / KPIs

·      Effective development and execution of annual brand plans.

·      Growth in brand awareness, engagement and relevance among key consumer audiences.

·      Strong partnership with sales teams and meaningful contribution toward commercial objectives, including distribution, depletion, shipment and sales growth.

·      Successful execution of marketing programs within budget.

·      Quality of strategic recommendations, reporting and stakeholder management.

 

Required Qualifications

·      Deep understanding of Chinese culture and demonstrated cultural fluency, with the ability to translate Tsingtao's Chinese heritage and cultural relevance into effective U.S. brand strategies and marketing programs that resonate with Chinese-American, Asian-American and broader U.S. consumers.

·      3 years of brand marketing, consumer marketing, CPG, food & beverage, alcohol or related experience.

·      Demonstrated ability to develop and execute integrated marketing programs.

·      Strong understanding of U.S. consumers and the U.S. marketing environment.

·      Strong commercial orientation with the ability to connect brand activity to sales and business results.

·      Excellent communication, presentation and relationship-building skills.

·      Strong project management and organizational capabilities with the ability to manage multiple priorities.

·      Comfort working in a fast-moving, entrepreneurial organization.

·      This position is not eligible for visa sponsorship. Applicants must be legally authorized to work in the United States without the need for current or future sponsorship.

 

Preferred Qualifications

·      Experience marketing to Chinese-American or broader Asian-American consumers.

·      Experience in beer, alcohol, beverage, food, restaurant, hospitality or CPG categories.

·      Familiarity with distributor-driven sales models and the U.S. three-tier alcohol system.

·      Familiarity with Chinese-language media, multicultural marketing channels and relevant digital platforms.

·      Experience working with international brands or organizations where cultural translation is critical.

·      Experience managing external agencies and marketing budgets.

·      Willingness to travel domestically and internationally as business needs require.

 

Ideal Candidate Profile

The ideal candidate is a strategic and commercially minded marketer who can successfully translate Tsingtao's Chinese heritage into a relevant and compelling U.S. brand experience.

·      Culturally curious and able to identify opportunities that connect Tsingtao's heritage to relevant U.S. consumer occasions.

·      Combines strategic thinking with a strong bias toward execution.

·      Builds strong partnerships across sales, agency and stakeholder groups.

·      Has the confidence and judgment to protect Tsingtao's authenticity while making the brand relevant to modern U.S. consumers.

·      Brings energy, creativity, intellectual curiosity and a strong commercial mindset.

 

Compensation

·      Base Salary Range: $100,000 - $115,000

·      Eligible for an annual performance bonus target of 10%

·      Compensation will be determined based on experience, skills, and qualifications.

Why Join Paulaner USA?

Paulaner USA is a growing importer and marketer of internationally recognized beer brands, with an ambitious plan to expand its portfolio and build stronger positions for its brands across the United States. The Tsingtao Brand Manager will have significant opportunity to shape the next chapter of Tsingtao’s U.S. growth and to build a distinctive brand platform at the intersection of Chinese heritage and the U.S. consumer market.