Assistant Marketing Manager, Lay’s Brand Communication;市场助理经理，乐事品牌

PepsiCo View all jobs

  • Shanghai
  • Permanent
  • Full-time
  • 9 days ago
Job Description:OverviewTo better support our 10 in 10 vision for Greater China, aiming to double Lays every 5 years, it is important for us to continue driving our business and driving brand penetration. To better capture consumer trends and business needs, this role is designed to lead Lays NPC portfolio premiumization and enhance brand penetration in emerging channels.
ResponsibilitiesKey responsibilities:
  • Understand consumer needs in emerging and premium channels
  • Develop and deliver Lay's NPC portfolio premiumization strategy from ideation through execution, ensuring alignment with commercial and operational parties
  • lead product launch communication from planning to landing and design relevant media-to-shelf mechanisms
  • support channel/customer sell-in and alignment
Key measurements:
  • Drive business delivery shipment and offtake achievement
  • Deliver Lays penetration growth
  • Drive share gain Campaign Result Delivery with brand exposure (Media impression and engagement)
  • Execution excellence and creative excellence
Qualifications
  • Human-centricity: lock consumer insights/JTBDs and translate into creative ideas.
  • Creative Excellence: develop and deliver youth-relevant, creative communications.
  • Independent project leadership to bring cross-functional teams together to deliver OTIF
  • Strong creativity to unlock new ways of creating innovations & brand communication
  • Literacy in both spoken & written English is a must
  • Knowledge of Marketing innovation/ Campaign development / Consumer Insights / Market research
  • 3+ years of proven experience in marketing, preferably with FMCG
  • Working experience on marketing innovationand channel knowledge is an important plus
  • Passionate on brand marketing and innovation
  • Strong business sense, inter-personal and influential skills

PepsiCo