Brand Manager – Digital Content & Channels (Europe)

GE Appliances · Vimercate

Job Posting Title

The challenge

An exciting opportunity has arisen to contribute to Haier Europe. The Company is on a journey to achieve ambitious growth and leadership objectives in the region, and we are seeking someone passionate, proactive, self-driven, and motivated to join a team of open-minded individuals. We are looking for someone who embodies the Company’s core behaviors, based on our Own It model : Zero Distance, Agility, Entrepreneurship, Ecosystem and Build Trust. A true change agent who acts with integrity, collaborates across boundaries, adapts quickly, takes initiative and keeps users at the center — fostering an open, innovative, and high-performing environment.

What you will do

We're looking for a Brand Manager to coordinate the execution and evolution of our consumer brand strategy across Europe, making sure brand messages are built to perform in a contemporary, digital and media-driven ecosystem.

This role is not about adapting a traditional brand idea to digital or to a media format. It is about shaping brand thinking so that concepts are born digital-first, media-smart, insight-driven and scalable across channels.

The scope

European perimeter, across all the Group's strategic brands
Part of the Haier Brand Platform at our European Headquarters, working closely with our Global HQ in China
Reports directly to the Brand & Digital Activation Director, with one to two direct reports
Based at Energy Park, Vimercate.
Hybrid: one to two days of remote work per week, up to eight days per month

What you'll do

Supervise the evolution of the brand strategy of our portfolio of Brands, in coordination with Global HQ, identifying European opportunities for growth and supporting countries to increase the impact of local activities.
Translate the European brand strategy into creative platforms & assets — from concept to delivery — that work natively in digital environments and support familiarity, consideration and sell-out. You own the content end to end, in partnership with our Chinese HQ, including influencer partnerships and the activation of brand ambassadors (chef ambassadors included).
Lead our creative agencies and production partners: brief, challenge, steer, land the work on time and on standard.
Be close to countries, to plan content production against real demand. You gather local markets' media plans, read them, and make sure we only produce what the plan actually needs.
Own the digital media conversation together with content conversation with European markets. Review and challenge media plans built locally offering expertise, suggestions and focusing on new media and content usage. Be involved in the management of the media agencies. Day-to-day planning and buying stay with the countries.
Use data, insights and performance metrics — including ROI and A/B testing — to sharpen brand impact and content effectiveness.
Partner with the Customer Insights, Sponsorship and Digital Experience Platform teams, the Product Lines, Global HQ and the local Markets, so brand execution lands consistently on every touchpoint.
Lead, coach and develop the Brand Specialist(s) in your team.

What you need to succeed

At least six years in brand management / marketing / digital marketing management roles, with proven ownership of content end to end, primarily digital content, and hands-on experience leading multiple agencies.
Media and social media planning background - you can build a plan, allocate media budget and defend a strategic rationale. This can come from a media agency, a consultancy or an in-house team. (Direct buying, performance buying and hands-on management of self-service platforms are not part of this position).
A genuinely digital-first way of working: you know the channels, and you build for them rather than retrofitting
Hands-on, daily use of AI in content and marketing workflows (e.g. ideation, production, localization), with awareness of responsible-use and disclosure requirements for AI-generated content (e.g. EU AI Act).
The ability to read data and turn consumer insight into content decisions
Direct experience managing and growing at least one junior team member
Collaborative, cross-functional attitude is key to succeed in this role
Fluent English, written and spoken is mandatory for the position. Italian is not required — English is our working language.

PAY TRANSPARENCY

Employment Type: Permanent Contract; Full-Time

National Collective Bargaining Agreement (CCNL): Metalmeccanici Privati

Minimum Gross Annual Salary: € 40.000

Benefits:

- Meal tickets

- Smart Working

The Company may offer a different compensation package than the one indicated above, based on objective criteria identified during the selection process (such as experience, skills or changes in the scope and responsibilities of the role). Any such variation is in no way based on previous salary levels or on personal or discriminatory factors.

All decisions are made in compliance with the principle of equal pay, the applicable National Collective Bargaining Agreement (CCNL) and EU Directive 2023/970, as well as the relevant national implementing legislation.

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Haier Europe is an Equal Opportunity Employer. Employment decisions are made without regard to race, color, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, or other characteristics protected by law.

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