This role is new role designed with critical scope and responsibilities to support Lay’s Mega brand consumer engagement plan delivery and total brand equity building, including:

• Strategic Thinking: support business analysis and identify growth opportunities for the 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 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 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.

Design and deliver Lay’s mega brand consumer engagement strategy:

• Support total engagement plan strategy planning and landing
• Develop business model and drive cross function endorsement

Elevate Lay’s brand distinctiveness:

• 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 quarterly campaign planning and landing
• Design elevated brand experience with full year cross brand collaboration plans

• 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