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Assistant Marketing Manager, Lay's;市场助理经理，乐事品牌 at PepsiCola Bottling Company of New York Inc

Shanghai, Shanghai, China -

Full Time

Start Date

Immediate

Expiry Date

03 Oct, 26

Salary

0.0

Posted On

05 Jul, 26

Experience

2 year(s) or above

Remote Job

Yes

Telecommute

Yes

Sponsor Visa

Skills

Portfolio Premiumization, Brand Penetration, Product Launch Communication, Consumer Insights, Market Research, Project Leadership, Cross-functional Collaboration, English Proficiency, FMCG Marketing, Innovation Management, Channel Knowledge, Interpersonal Skills, Influential Skills, Business Sense, Creative Communication

Industry

Food and Beverage Services

Description

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, and BPC platform E2E responsibility. Responsibilities Develop and deliver Lay's NPC portfolio premiumization strategy from ideation through execution, ensuring alignment with commercial team. Own E2E responsibility for BPC platforms, including Cheetos, Bugles, and Popcorners. Lead product launch communication from planning to landing and design relevant media-to-shelf mechanisms. Support channel/customer sell-in and alignment. 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 innovation and channel knowledge is an important plus Passionate on brand marketing and innovation Strong business sense, inter-personal and influential skills

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Responsibilities

Lead the premiumization strategy for the Lay's NPC portfolio and manage end-to-end responsibility for BPC platforms including Cheetos and Bugles. Drive product launch communications and design media-to-shelf mechanisms to enhance brand penetration in emerging channels.