Brand Manager

10 Nov 2016
21 Mar 2017
Oil and Gas
Contract Type
Full Time
Role synopsis
This role is a member of the China Marketing team of Lubricant SPU (Strategic Business Unit) of BP. The Lubricants SPU operates the Castrol masterbrand by providing products and offers in cars, bikes, commercial vehicles, industrial, marine and energy sectors globally. China Lubricants is one of the most important growth engines for the SPU, contributing significant profit and double digital growth.

The Brand Manager will provide support for power brands helping to develop innovative products & brand offers that deliver volume, turnover and gross margin targets with a bias for In year performance delivery. This involves adopting and adapting global brand offers, leveraging local consumer & customer insights to drive innovation in execution of such global brand offer as appropriate, defining country plans by brand and managing as per global brand guidelines and policy.

The position reports to the Brand & Comms Manager.

This role sits in our Castrol business, a part of the BP Group. Join Castrol and you'll get all of the benefits of a company steeped in family spirit and history, coupled with the security and opportunities a big corporation can offer.

Key accountabilities
• Manage in-country product portfolio in line with the global brand architecture, proposition and guardrails.
• Supports execution of global brand strategies including brand positioning, product, packaging, pricing and channel management.
• Plans for and drives execution of new product launches in defined markets leveraging inputs from global marketing teams to deliver launch objectives
• Supports the development of a brand innovation pipeline plan working closely with global brands teams and cross functional teams as per project needs.
• Develops yearly brand plans by space and channel incorporating key projects in the year & engages with In Country Channel activation teams and Sales teams to drive Brand Performance & key brand health metrics
• Implements ASP plans (media, promotions, events etc) to support brand development objectives in conjunction with the various channel marketing teams and the Brand & Comms team within China Marketing.
• Identifies opportunities for incremental gross margin growth through cost reduction opportunities on brands being managed.
• Build digital capability in self & works with digital experts internally & externally to guide digital marketing activities for various brands under responsibility
• Follows effective brand management processes in conjunction with global offer development teams to ensure consistent brand implementation. Implements and manages product brand guidelines and policy in accordance with master brand and global product brand guidelines.
• Helps to manage the product range supporting the signing off of additions, deletions and working closely with the Product Line Management team. Ensures relevant Streamline and Stage-Gate process (BP's Offer Development & Innovation Management System -ODIMS) inputs are completed accurately and on schedule.
• Implement a systematic approach through the embedding of relevant BP Operating Management System (OMS) elements and ensuring appropriate risk reviews are undertaken appropriately.
• Understand, embed within the team and fulfil agreed specific Product Quality & Compliance accountabilities which apply to the role, as part of the Marketing role card.

Essential Education
• University degree in Marketing or related discipline

Essential experience and job requirements
• Experience in a B2C and B2B Marketing
• Experience of working in a matrix organization with complex customer interfaces
• Lubricants experience desirable but not essential
• High degree of personal impact
• Strong interpersonal and communication skills
• A focus on diversity and inclusiveness in approach to team, as well as in overall behaviour and actions
8. Economic dimensions associated with role (if any)

Supports the delivery through management of:
- Product launches
- Project delivery in market

Values and Behaviours:

Values: Behaviours:
Demonstrate personal responsibility for the safety and well-being of everyone around me Passionately champions personal and process safety and proactively manages risks
Plan carefully, make well-informed decisions and do the right thing Reduces complexity and addresses inefficiencies in processes, systems, and structures
Support those I work with and help to build the effectiveness of my team to achieve the best results Actively manages performance, ensures accountability and rewards success

Key Competencies
Automotive Level
Market Understanding Skilful
Generating and Applying Customer and Consumer Insights Basic
Translating marketing strategy into marketing plans Skilful
Performance Monitoring Basic
Brand management Mastery
Managing the OD&I pipeline & Stage Gate process Skilful

Other Requirements (e.g. Travel, Location)

Desirable criteria & qualifications

Relocation available

Travel required
Yes - up to 25%

Is this a part time position?

About BP
Our business is the exploration, production, refining, trading and distribution of energy. This is what we do, and we do it on a truly global scale. With a workforce of over 80,000 employees, BP operates with business activities and customers in more than 80 countries across six continents. Every day, we serve millions of customers around the world. We are continually looking for talented, committed and ambitious people to help us shape the face of energy for the future

BP has been operating in China since the early 1970s. With a total investment of US$4.7 billion at the end of 2009, BP is one of the leading foreign investors in China. BP's business activities include offshore gas production, chemical joint ventures, aviation fuel supply, LPG import and marketing, oil product and lubricant retailing, solar power installations and manufacturing, and the sales of chemicals technology.

In addition to these commercial projects, BP has been actively engaged in energy research activities, particularly clean energy and alternative energy R&D initiatives, aiming to develop clean, sustainable and local energy solutions to support the Chinese economic development. The projects we are involved in include

- Clean Energy Facing the Future - a 10-Year R&D initiative in partnership with Chinese Academy of Science
- Clean Energy Commercialization Centre, a research joint venture in Partnership with Chinese Academy of Science
- BP- Tsinghua Clean Energy Research and Education Centre
- BP-Sun Yat-Sen University Center for LNG Education, Training and Research

In parallel, BP has been working to invest in the community to help address the local issues. By the end of 2009, BP's total community investment in China exceeded US$12 million and BP's community practices have been recognized by "2007 Multinational Corporation with Utmost Core Competitiveness in China" Award jointly issued by UNEP and China International Institute of Multinational Corporations, and also "China's Best Corporate Citizenship Award" by 21st Century Business Herald and 21st Century Business Review for 5 consecutive years since 2004.


Closing Date
[ "29-May-2017" ]