Manager, Brand & Digital Communications(007233)
BCTS currently employs approximately 400 individuals. In addition to sales and marketing, the company operates a resin plant for automotive coatings industry, producing a range of raw materials of coatings, including acrylics, polyester, polyurethane, e-coat binder, and intermediate grinding resin. A global Digital Transformation Unit (DTU) and global / regional R&D facilities are also operated by BCTS. The R&D facilities consist of spray booths, drying chambers, simulation line laboratories, and physical testing laboratories, which are used to test, refine, and innovate intermediate and finished products related to automotive coatings. DTU analyzes prospective future business sectors for coatings industry to offer digital solutions.
Objectives:
- Support the transition from BASF to a standalone company, including the preparation, launch, and establishment of the new corporate brand in the China market.
- Own and coordinate Brand and Digital Communications for BASF Coatings in its future standalone scenario in China, ensuring strong alignment with global strategy while enabling effective local execution.
- Act as regional brand ambassador, safeguarding brand consistency, quality, and governance across all communication and digital touchpoints.
- Strategically develop, manage, and evolve the China digital communications ecosystem, driving relevance, reach, and engagement across local platforms.
Main Task:
- Govern Brand and Digital Communications in China during the transition from BASF Coatings to the future standalone company, in line with global messaging frameworks, visual identity, and brand standards.
- Serve as the primary regional interface to Global Communications on brand, digital, and social media topics.
- Govern the China digital channel landscape, including strategy, editorial planning, content creation, publishing, and performance optimization across relevant local platforms.
- Translate global narratives and key messages into locally relevant, high-quality storytelling tailored to Chinese audiences, including the creation of engaging visual and written content.
- Establish and enforce communication and brand governance, including tone of voice, content quality standards, workflows, and approval processes.
- Drive alignment with key stakeholders across business units, Marketing, People & Culture, and leadership to ensure coherent and value-adding communications.
- Demonstrated capability and experience in steering and managing external agencies to deliver high-quality outcomes in line with strategic objectives.
- Support local communication activities such as executive messaging, speeches, presentations, media briefings, and key corporate or brand events.
- Measure, analyze, and report on digital and social media performance, using insights to continuously refine strategy and improve engagement.
Job Requirements:
- Bachelor's or Master's degree in Communications, Journalism, Marketing, or a related discipline.
- Several years of experience in brand, corporate, or digital communications, ideally in a multinational or matrix organization.
- Proven ownership of digital communication platforms and social media channels, preferably within the China ecosystem.
- Strong experience in content development, editorial judgment, and brand stewardship.
- Demonstrated ability to work with senior stakeholders and operate with a high degree of autonomy.
- Excellent English and Mandarin (written and verbal).
- Hands-on mindset with strong understanding of digital platforms and backend operations.
- Strong proficiency in digital communication tools and platforms.
- Excellent working knowledge of standard office and design tools, including Word, Excel, PowerPoint, Photoshop, Adobe Creative Cloud, and Canva.
- Strong stakeholder management skills, intercultural awareness, and collaborative mindset.
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A unique total offer: you@BASF
At BASF you get more than just compensation. Our total offer includes a wide range of elements you need to be your best in every stage of your life. That’s what we call you@BASF. Click here to learn more.
A unique total offer: you@BASF
At BASF you get more than just compensation. Our total offer includes a wide range of elements you need to be your best in every stage of your life. That’s what we call you@BASF. Click here to learn more.
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