Marketing Manager, Lay's Brand Communication, Lay's NPC;市场经理，乐事品牌沟通，乐事NPC
- Shanghai
- Permanent
- Full-time
- Strategic Thinking: support business analysis and identify growth opportunities for NPC platform
- Business Insight: closely monitor and analyze business momentum, evaluate competition landscape and identify issues/opportunities.
- Creative Excellence: lead the evolvement of creative excellence with campaign delivery and team capability building
- Advanced Project Management: take full ownership to lead mega brand campaign (E2E campaign with NPD and global management), design total brand distinctive experience and the landing of full year cross-brand activities
- Cross-functional and Global Influence: Engage, enroll, and influence local cross-functional and global partners, including media, insight, BU & MU sales, GTM, R&D, Ops, etc to drive business growth, OTIF landing and global-local alignments. Responsibilities:
- Support total NPC AOP strategy planning and landing
- Manage business momentum and identify issues and opportunities
- Lead competition understanding and develop anti-competition plan
- Identify brand problem-to-solve and develop brand building strategy among young cohort, including media and social plan
- Evolve creative excellence and take full leadership of mega brand campaign planning and landing
- Design elevated brand experience with full year cross-brand collaboration plans
- Develop differentiated portfolio strategy to trade-in new consumers to the category and Lay's brand
- Lead E2E design and delivery of campaign-based LTOs and brand crossover NPDs
- Design and deliver product experience to unlock incremental business growth Qualifications:
- Independent project leadership to bring cross-functional teams together to deliver OTIF
- Strong creativity and sufficient experience of driving creative excellence to unlock new ways of brand communication
- Strong influential skills in managing cross functional partners and global partners
- Professional working proficiency in English is a must
- Solid knowledge of marketing innovation / campaign development / consumer Insights / market research
- 8+ years of proven experience in marketing, preferably with FMCG
- Passionate on brand marketing and innovation
- Strong data analysis skill, logical thinking with a clear mind
- Very committed and accountable with a high sense of responsibility to follow things regardless of challenges
- Great collaboration and communication skills
- Creative, open minded and digital savvy