Trade Marketing Manager, IDT Channel Strategy & Planning; 市场推广经理，经销商渠道策略和计划

PepsiCo

  • Shanghai
  • Permanent
  • Full-time
  • 20 days ago
Overview:To architect, steward, and execute winning strategic distributor channel plans across Big Format, Local Key Accounts, Strategic Categories (e.g., Pick & Mix), Small Format, and Wholesale, directly fueling PepsiCo Food's market penetration, expansion, category leadership, and accelerated P&L growth within these critical channels. Commanding investment arsenal, this pivotal role owns the strategic roadmap, shopper insights utilization, portfolio activation, pricing architecture, and flawless execution excellence to maximize our impact at the point of purchase across diverse trade landscapes. Responsibilities:-Channel Strategy Ownership & Optimization:1.Develop and own the integrated Big Format/LKA/Strategic Category/Small Format/Wholesale growth strategy, leveraging deep Shopper & Channel Insights to identify white space and unlock disproportionate growth.2.Formulate and govern channel/category-specific Portfolio, Pricing (Value Chain & Promotion Policy), and Placement strategies to optimize category leadership, brand presence, visibility, profitability, and shopper conversion. Mastery in Value Chain architecture is essential.3.Lead the design, execution tracking, and performance review of Key Projects and Must-Win Battles critical to success across all designated channels and categories.-Strategic Channel Planning & Category Management:1.Spearhead/Drive the definition of channel/category role, MHSKUs, portfolio priorities, innovation roadmap, targets, and breakthrough/tailored activation plans. Own the strategic development of channel-exclusive pack innovations where applicable.2.Architect and implement highly effective promotion strategies and commercial policies for IDT across Big Format, LKA, Small Format, and Wholesale.3.Oversee strategic POSM requirements setting, allocation planning/models, and Perfect Store" execution standards & Picture of Success.-Strategic Investment Governance & Optimization:1.Develop and govern the IDT investment strategy for Big Format/LKA/Strategic Categories/Small Format/Wholesale, ensuring alignment with ZBB and maximizing long-term ROI.2.Design and optimize retailer-specific/store-level investment frameworks, standards, and rule sets.3.Steer/Own the comprehensive budget planning, robust tracking, rigorous performance/ROI review, and accurate financial system management for channel/category investments. Manage the drafting and approval process for distributor agreements.-Execution Excellence & Field Connectivity:1.Partner with Sales, Local Key Account, and Field Sales Leadership (e.g., DSR Engagement with LZH) to co-create bespoke engagement models and frontline execution capabilities/strategies.2.Maintain Market Pulse: Conduct regular (e.g., bi-monthly) strategic market visits & deep dive meetings/stakeholder interviews (Sales, DSRs, Distributors) to validate strategies, gather competitive intelligence, and ensure plans are executable, actionable, and deliver mutual business growth.-Cross-Functional Strategic Integration:1.Function as the Central Hub: Provide strategic counsel to internal stakeholders (Marketing, Sales, Finance, Shopper Insights). Orchestrate cross-functional meetings and develop compelling communication materials (Playbooks, Executive Summaries).2.Frontline Communication: Translate complex strategies into clear, compelling frontline communication tools and channel-specific one-page execution blueprints. Qualifications:
  • Bachelor's Degree required;
  • Significant experience (8+ years) in Trade Marketing, Channel Strategy, or Category Management within FMCG.
  • Proven expertise in Small Format and Wholesale channel dynamics and strategy development.
  • Mastery in developing Shopper Insights-based plans, Portfolio Strategy, Pricing Architecture (Value Chain, Promo Policy), and Execution Standards.
  • Strong financial acumen with experience in Investment Management (ZBB, Budgeting, ROI Analysis).
  • Demonstrated ability to lead key projects, influence cross-functional teams, and translate strategy into action.
  • Exceptional strategic thinking, negotiation, and influencing skills at senior levels (internally and externally).
  • Excellent communication, negotiation, and presentation skills.
  • Strong analytical capabilities and proficiency in relevant software systems.

PepsiCo