Job Title: Product Manager, Taiwan and Hong Kong

Reports to Head of Brand Marketing

Market Scope: Taiwan and Hong Kong

Role Purpose

• Own the product marketing strategy, portfolio management, and new product launch agenda for Paula's Choice across Taiwan and Hong Kong.
• This role translates global brand and product strategies into locally relevant plans based on market maturity, consumer needs, channel dynamics, and competitive environments. The Product Marketing Manager identifies growth opportunities, develops compelling product positioning and communication, and leads cross-functional execution to drive category growth, successful product launches, and sustainable commercial performance.

Key Responsibilities

1. Product and Portfolio Strategy

• Develop annual and quarterly product strategies for Taiwan and Hong Kong based on market trends, consumer insights, competitive activity, sales performance, and portfolio opportunities.
• Define priority products, category roles, growth platforms, and key communication messages for each market.
• Adapt global product strategies to the different market maturity, consumer needs, and channel dynamics of Taiwan and Hong Kong.
• Review portfolio performance and recommend strategies for core product growth, new product opportunities, pricing, product discontinuation, and portfolio optimization.
• Develop the annual face care category strategy and communicate product priorities and action plans across functions.

2.New Product Launches and Lifecycle Management

• Lead the end-to-end go-to-market process for new products across Taiwan and Hong Kong, from opportunity assessment and forecasting through launch execution and post-launch review.
• Develop market opportunity assessments, product positioning, recommended retail pricing, communication strategies, commercial assumptions, and preliminary rolling 12-month forecasts.
• Build localized launch plans that reflect the consumer, channel, and business needs of each market.
• Partner with Regulatory Affairs on Chinese product label copy, ingredient information, clinical testing, and external product claims to ensure regulatory compliance and brand consistency.
• Collaborate with Customer Service and Education to develop product training and ensure consistent internal and external communication.
• Manage the product lifecycle by maintaining SKU information, product data, pricing, and phase-in and phase-out plans.

3. Go-to-Market and Integrated Marketing

• Develop annual and quarterly integrated product marketing plans across media, public relations, influencers, social media, CRM, DTC, marketplaces, retail, and consumer education.
• Translate product strategies into clear briefs, campaign messages, launch toolkits, and channel-specific communication plans.
• Partner with Brand Communications to align monthly campaign priorities, hero products, communication themes, and marketing investment.
• Lead or support consumer-facing initiatives, including pop-up events, online engagement campaigns, out-of-home advertising, sampling programs, and retail activations.
• Work with Creative, Trade Marketing, DTC, and external agencies to deliver high-quality and consistent marketing materials across Taiwan and Hong Kong.
• Manage new product website content, including product information, Q&A, product detail pages, and educational materials, ensuring on-time readiness before launch.
• Identify opportunities to optimize product detail page content and digital consumer journeys for core and hero products.

4. Business Performance, Insights, and Forecasting

• Monitor monthly and quarterly performance by product, category, channel, and market, and recommend actions to address opportunities or performance gaps.
• Conduct regular business and post-launch reviews covering sales results, campaign effectiveness, consumer response, and key learnings.
• Use external market research, internal sales data, consumer research, and competitive intelligence to develop actionable category and product recommendations.
• Establish and track key performance indicators for new launches, core products, and major marketing initiatives.
• Develop annual Top 20 product forecasts, new product forecasts, sampling requirements, and mid- to long-term demand assumptions.
• Partner with Demand Planning and Commercial teams to improve forecast accuracy, monitor supply risks, and minimize out-of-stock, excess inventory, and phase-out risks.

5. Cross-functional and Regional Collaboration

• Lead product-related projects and decisions, aligning responsibilities and execution across cross-functional teams.
• Establish clear project timelines, roles, and decision points to ensure high-quality and on-time execution.
• Participate in regular APAC and Global meetings, represent Taiwan and Hong Kong market needs, and share local plans, results, and consumer insights.
• Translate regional and global direction into clear local actions and ensure alignment across both markets.
• Develop product toolkits, Marketing Books, training materials, and cross-functional resources to maintain consistent and accurate product communication across channels and markets.

Measures of Success

• Category, core product, and new product sales performance across Taiwan and Hong Kong
• On-time and high-quality new product launches
• Achievement of post-launch sales and consumer recruitment targets
• Portfolio health and contribution of priority products
• Forecast accuracy, product availability, and inventory risk management
• Effectiveness of integrated product marketing programs
• Consistency and accuracy of product communication across channels and markets
• Cross-functional execution and stakeholder confidence

Experience and Qualifications

• Seven or more years of experience in product marketing, brand marketing, or category management; experience in beauty, skincare, consumer goods, retail, or DTC is preferred.
• Proven experience leading new product launches, portfolio strategy, consumer insights, and integrated go-to-market plans.
• Experience managing multiple markets, particularly Taiwan and Hong Kong, is preferred.
• Strong ability to analyze market, consumer, sales, and competitive data and translate insights into clear strategies and commercial actions.
• Understanding of forecasting, demand planning, pricing, profitability, and inventory management.
• Strong project management and cross-functional influencing skills, with the ability to manage multiple priorities and stakeholders.
• Strong commercial acumen, strategic thinking, and execution capabilities in a fast-changing environment.
• Excellent communication and presentation skills in Mandarin and English; Cantonese is an advantage.
• Ability to collaborate effectively across cultures, markets, and time zones.

Key Competencies

• Product Strategy and Portfolio Management
• Consumer and Market Insights
• New Product Development and Go-to-Market Strategy
• Integrated Marketing Communications
• Commercial and Financial Acumen
• Forecasting and Demand Collaboration
• Project Management and Cross-functional Influence
• Multi-market Collaboration
• Data-driven Decision-making