Marketing Manager, Rice Crackers 市场经理，米饼

Overview

Lead the Permissible Indulgence platform under Future Innovation — anchored on Rice Cracker and other next big-bet platforms / product lines — driving end-to-end ownership from consumer & occasion reframing, concept-to-design, front-end campaign development & execution excellence, to in-market scale-up. Lead and develop a team of 2 to institutionalize platform muscle and deliver scalable business models and revenue.

Responsibilities

• Own Permissible Indulgence platform strategy — set platform thesis, longer-term pipeline, hero-line architecture, and quality bars for Rice Cracker and other next big-bet product lines
• Lead 0→1 concept-to-design — translate consumer tensions into clear innovation theses; integrate product, pack, brand and experience
• Drive front-end brand/campaign development with execution excellence — own consumer-facing storytelling, communication ideas, 360 GTM (digital, social, in-store, KOL/IP collab), agency management, budget & timeline control, in-market quality, and post-launch ROI tracking
• Lead and develop a team of 2 — set priorities, coach on innovation marketing fundamentals, manage performance, and shape team capability roadmap
• Drive Rice Cracker restage acceleration and future-innovation pipeline — lead launch playbooks, define how-to-win logic, and scale across channels
• Lead cross-functional E2E delivery with R&D, Sales, Insights, Supply Chain, Finance, Design — translating innovation into scalable commercial stories
• Institutionalize platform learnings into repeatable playbooks and frameworks for future-innovation roll-out

Qualifications

• Bachelor's degree or above; 5+ years marketing/brand experience in F&B / FMCG, with strong track record across innovation and front-end campaign development & execution
• Proven 360 campaign development & execution excellence — insight-to-idea, creative brief, content production, digital & social, in-store activation, agency & budget management, post-launch measurement
• Strong foundation in innovation process — consumer & occasion reframing, concept-to-design (0→1), 4P development, NPD methodology and measurement KPIs
• Commercial & customer acumen; comfort partnering with Sales, R&D, Supply Chain and Finance to drive E2E delivery
• Proficiency in spoken and written English
• Proven people leadership experience — managed direct reports

Differentiating Competencies Required

• Self-motivated, high agility, results-driven mindset
• Good interpersonal and influencing skills; comfort working in ambiguity
• Learning agility and entrepreneurial builder mindset