Associate Director, Lay's NPC & Key Occasion; 市场副总监，乐事品牌及关键场景

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  • Shanghai
  • Permanent
  • Full-time
  • 10 hours ago
Overview:As we continue our 10 in 10 vision for Greater China, we need to continue the strong growth in our core brand and core business. Lay’s NPC holds 65% of the total Lay’s business, which is critical for us to continue growing Lay’s NPC as the largest platform of the company, driving more trials and conversion for the Lay’s brand. At the same time, for the Lay’s brand, we need to further drive penetration of the key snacking occasions through portfolio optimization, consumer centric innovations, breakthrough UTC program, and bespoke occasion campaigns. Finally to further elevate value of the Lay’s brand, we going to create additional consumer value through product superiority and Worth Paying More For activations and portfolio, capturing incremental business opportunity in emerging channels.Responsibilities:The individual will assume E2E responsibility for Lay’s NPC Platform, Occasion Campaigns, and Portfolio Optimization:
  • Lay’s NPC Platform: Deliver the total NPC platform business meeting AOP target, identifying potential business opportunity, elevating product superiority, creating consumer-centric and buzz worthy innovation, elevating iconicity of the Lay’s brand.
  • Lay’s CNY Campaign: Develop and develier annual CNY campaign idea, including creative content, consumer engagement program, media plans, media to shelf mechanisms, in-store/consumer pack designs, and channel out innovations.
  • Lay’s Summer Campaign: Develop and develier annual Summer campaign idea, including creative content, innovation development, consumer engagement program, media plans, media to shelf mechanisms, in-store/consumer pack designs, and channel out innovations.
  • Lay’s UTC Program: Develop and integrate breakthrough UTC program to continue driving brand demand power, amplifying the bespoke campaign impact, driving growth on the core SKUs.
  • Lay’s DR Platform: Develop strategy to drive school break occasion and young cohort penetration through exciting brand activation and innovation, unlocking media to shelf and channel growth opportunities.
  • Lay’s Premium Portfolio: Elevate consumer experience through superiority product portfolio, trading consumers up for premium solutions, unlocking opportunities in emerging channels (e.g. club, premium supers…etc).
Qualifications:
  • Human-centricity: Unlock consumer insights/JTBDs and translate into creative ideas.
  • Creative Excellence: Develop and deliver breakthrough and holistic campaigns.
  • Creativity: Think outside of the box, challenge the envelop, step away from the status quo.
  • Management: Strong project management skills to ensure on-time delivery.
  • Discipline: Be principle based, demonstrate clear logics
  • Influence: Engage and enroll others to align with the strategy and guiding principles.
  • Resilience: Effective in a high stress and ever-changing environment.

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