To better support our 10 in 10 vision for Greater China, aiming to double Lay’s 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 Lay’s NPC portfolio premiumization and enhance brand penetation in emerging channels.
This role is designed as Lay’s WPMF owner - develop and develier WPMF strategy, including future-proof NPC portfolio premiumization strategy, communication planning and landing, media-to-shelf mechanisms, customer support, etc.
Responsibilities• Drive business delivery (shipment and offtake achievement)
• Deliver Lay’s penetration growth
• Drive brand metrics among targeted cohorts
• Drive share gain
• Campaign result delivery with brand exposure (Media impression and engagement)
• Execution excellence and creative excellence
Qualifications•Human-centricity: unlock 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 innovation and channel knowledge is an important plus
• Passionate on brand marketing and innovation
• Strong business sense, inter-personal and influential skills
