Marketing Manager, Lay's Brand Communication, Lay's NPC;市场经理，乐事品牌沟通，乐事NPC

Overview:This role is designed to support Lay's NPC AOP delivery and total brand equity building, including:

Strategic Thinking: support business analysis and identify growth opportunities for NPC 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 brand 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 local 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 NPC business growth strategy:

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 mega brand campaign planning and landing
Design elevated brand experience with full year cross-brand collaboration plans

Strengthen and enrich NPC portfolio with speed-to-market:

Develop differentiated portfolio strategy to trade-in new consumers to the category and Lay's brand
Lead E2E design and delivery of campaign-based LTOs and brand crossover NPDs
Design and deliver product experience to unlock incremental business growth 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