Brand & Product Marketing Specialist Job

Drive KGC US’s brand growth by leading Above-the-Line (ATL) and Below-the-Line (BTL) activations, creating experiential setups and commercial campaigns that reinforce a cohesive brand message to broaden market reach and engage new customer segments (50%):

•Lead the planning and execution of CheongKwanJang’s nationwide “2025 K-Energy” project, which involves developing the Key Visual, organizing BTL activations, and producing a persuasive 30-second TV commercial set for release in the 1st quarter of 2025
•Execute community-focused engagement initiatives in online and on-site formats, with a targeted focus on hyperlocal social networks like Nextdoor, to boost KGC US’s presence within community circles, thereby enhancing engagement at both individual and household levels
•Conceptualize and develop thematic prototypes for both online and offline retail displays that strategically captivate the target audience by emphasizing the unique qualities and health benefits of Korean Red Ginseng
•Represent and manage live demonstrations of KGC US’s products at major nationwide health supplement events such as the SupplySideWest and Natural Products Expo West (NPEW), engaging directly with buyers and consumers from all around the country to educate them on product benefits and increase brand recognition
•Coordinate sponsorship and fund-raising for culturally trending organizations to foster brand-community relationships and support health and wellness-oriented community activities that align with KGC’s values
•Promote ginseng-infused, culturally adapted AAPI recipes on high-visibility platforms, such as Instagram, incorporating culinary appeal with wellness narratives to spread Korean Red Ginseng’s versatility
•Facilitate partnerships with leading influencers across prominent digital platforms such as YouTube, Instagram, and TikTok, to create video content that not only examines but also addresses common perceptions and potential misconceptions surrounding CheongKwanJang products, thereby reinforcing the brand’s authentic quality and market quality
•Foster cooperative relations with KGC US’s regional suppliers, other nutraceutical manufacturers, and wholesale vendors

Optimize product and retail strategies through cross-functional coordination with KGC US’s departments and by precisely customizing ginseng offerings to align with diverse U.S. regional demographics, utilizing detailed consumer profiling to drive targeted product placement and profitability (50%):

•Analyze targeted regional consumer behaviors and demographics to develop engaging BTL activities ensuring that each setup aligns with the unique cultural and market-specific preferences of the targeted area
•Collaborate with KGC US’s Research and Development department to test and modify products based on consumer feedback related to certain ingredients and flavor profiles
•Track and evaluate product performance across diverse regions of the U.S., monitoring product formats such as capsules, pouches, and drinks to adjust offerings in alignment with local demand patterns and profitability trends
•Collaborate with the Accounting Team to analyze cost structures and profitability metrics associated with KGC US’s various product lines, enabling the Accounting Team to accurately assess the current pricing of each product and their market reactions
•Negotiate and finalize contractual agreements with representatives from emerging specialty grocery and national retail chains, ensuring the display of KGC US’s products across a broad network of national retail outlets
•Employ statistical techniques to extract actionable insights into consumer preferences and media consumption habits within AAPI/Asian and Western communities and cultures
•Coordinate with the Brand Department to design and release limited-edition ginseng products that appeal to distinct regional preferences, timed around local festivals and major holidays to maximize sales potentials

Applicants must have a bachelor's degree in Market Research, Product Merchandising, or related field.