Assistant Marketing Manager, Lay's;市场助理经理，乐事品牌

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. 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 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

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