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

Overview

To 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.

Responsibilities

Key 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