Brand Director

Chery is a leading Chinese auto company，Its business scope covers the R&D, production and sales of passenger cars, commercial vehicles, mini cars, special vehicles, powertrain system and other products. It has sold more than 8.75 million vehicles, providing products and services for users in more than 80 countries and regions around the world every day.

Brand Director

Role Purpose

The Brand Director is the end-to-end owner of Chery’s brand, product storytelling, and customer experience across the entire automotive ecosystem. This role is responsible for translating global brand strategy into strong local execution, driving brand equity, commercial impact, and sustainable business growth in alignment with global standards.

Key Responsibilities

• Define, lead, and continuously refine Chery’s brand strategy based on deep consumer insights, market dynamics, and competitive intelligence, ensuring full alignment with global brand architecture and guidelines.
• Own the overall brand vision, positioning, governance, and long-term roadmap, acting as the brand guardian to ensure consistency, quality, and compliance across all touchpoints.
• Translate global brand and product strategies into impactful local execution, ensuring strong market relevance and differentiation.
• Lead and manage local and regional agencies (creative, media, digital, PR), setting the annual brand and communication calendar, optimizing resources, and ensuring measurable impact across brand awareness, equity, reputation, and engagement.
• Oversee integrated marketing communications and media strategy across all channels (ATL, BTL, digital, social media, events, sponsorships), ensuring consistency, innovation, ROI optimization, and performance tracking.
• Own product marketing strategy across the full lifecycle, including product positioning, naming, key messaging, competitive differentiation, and sales enablement materials.
• Lead brand and product launch strategies end-to-end, ensuring strong go-to-market execution, media visibility, dealer readiness, and alignment with global and local objectives.
• Drive brand experience across the dealer network, showrooms, and all customer touchpoints, ensuring a consistent, high-quality retail and ownership experience aligned with global standards.
• Establish and lead a robust market intelligence and brand health tracking framework, overseeing consumer research, product insights, and competitor analysis, translating data into actionable recommendations and executive-level reporting.
• Own brand and marketing budgets, ensuring efficient allocation of investments, strong commercial impact, and sustainable business growth.
• Partner closely with cross-functional teams (Sales, Product, Network, After-Sales, Corporate Communications) to ensure full integration of brand initiatives and business alignment.
• Build, lead, and develop a high-performing brand organization, fostering a culture of ownership, innovation, executional excellence, and continuous improvement.

Key Competencies & Requirements

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field; Master’s degree or international certifications are preferred.
• Minimum 8 years of progressive experience in senior brand or marketing leadership roles, preferably within multinational organizations; automotive OEM, mobility, or dealer network experience is a strong advantage .
• Proven expertise in brand strategy, positioning, brand equity management, and integrated marketing communications at a senior level.
• Demonstrated success in leading large-scale brand and product launches, managing complex agency ecosystems, and delivering consistent brand experiences across multiple touchpoints.
• Strong commercial acumen with the ability to link brand investment to sales performance, customer acquisition, and business growth.
• Excellent strategic thinking, analytical, and decision-making skills, with the ability to translate insights into clear strategic narratives.
• Strong stakeholder management and cross-functional leadership capabilities within global matrix organizations.
• High resilience and ability to perform under pressure; entrepreneurial mindset, proactive leadership style, and willingness to challenge the status quo.
• Fluency in English is mandatory.