Marketing Director, Lay's Brand Communication;市场总监,乐事品牌沟通

Job Description

Auto req ID: 195871BR

Job Description

This is a PepsiCo career opportunity. This position is in PepsiCo China HQ. Please log onto www.pepsicojobs.com/main/china to find more career possibilities in PepsiCo China.

Roles:
- Lead category marketing for Lay’s master brand, including all sub-brands (e.g., NPC, Stax, Deep Ridged, Baked, premium, etc.) and help shape overall snacks strategy and agenda. Responsibilities include innovation and consumer communication and require close alignment and collaboration with cross-functional partners. Review regional brand plans (Taiwan, HK) for global brands and provide guidance on strategy and brand guardrails.

Accountabilities:
- Develop Lay’s strategy for China, including innovation areas, communication platforms, and media allocation
- Allocate resources and A&M investment plan based on business needs, role of brand
- Oversee the development and execution of Lay’s marketing plans across all sub-brands in China
- Review HK, Taiwan Lay’s brand strategy and communications
- Collaborate with and influence cross-functional stakeholders and external agencies to drive both near-term success and long-term brand health
- Partner with global and regional brand leaders to identify opportunities for synergy
- Partner with category lead to shape overall snacks strategy

Measurements:
- Net Revenue Growth
- Profitability (e.g., Brand Contribution )
- Share (Volume / Value)
- A&M % of Net Revenue
- A&M ROI
- Brand Equity KPIs (from Brand Power)
- Brand Health KPIs
- Innovation % of NR

Work Relationships:
- Snacks Category Head
- Category Team members
- Cross-functional partners esp. Sales, Insights, R&D, Ops, Comm.
- Global Foods Group Brand Marketing Leads

Qualifications/Requirements

Requirements:
- 10 years of brand marketing expertise, preferably in CPG
- Track record of coaching and developing a diverse team
- Strong influencing skills to collaborate with broad network of regional, sector, and global stakeholders
- Experience leading in a complex, matrix environment

Relocation Eligible: Not Applicable
Job Type: Regular