Marketing Manager, Lay's Brand;市场经理，乐事品牌

Overview

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.

Responsibilities

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

Qualifications

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