OverviewAs we continue our 10 in 10 vision for Greater China, aiming to double Lay’s every 5 years, it is important for us to continue driving our business and elevating our brand equity & product superiority across Lay’s platforms. To create a greater impact at total brand level, we would like to create a team that focus on driving the brand equity through mega brand campaigns, always-on social program, and brand equity campaign. This role will be part of the total brand activation team. We believe by creating a team focusing on brand building, we can further elevate our creative excellence and innovation design, driving higher level of household penetration, and key occasion salience.
Responsibilities1)Lay’s Summer Campaign: Develop and develier annual Summer campaign idea, including creative content, innovation development, consumer engagement program, media plans, media to shelf mechanisms, in-store/consumer pack designs, and channel out innovations.
2)Lay’s Equity Campaign: Develop and deliver a full year-round equity campaign, highlighting category indispensability and brand superiority, driving category growth and brand equity.
Qualifications•Human-centricity: Unlock consumer insights/JTBDs and translate into creative ideas.
•Creative Excellence: Develop and deliver breakthrough and holistic campaigns.
•Creativity: Think outside of the box, challenge the envelop, step away from the status quo.
•Independent project leadership to bring cross-functional teams together to deliver OTIF
•Strong creativity to unlock new ways of doing LTO & brand communication
•Literacy in both spoken & written Chinese is a must;
•Basic knowledge of Marketing innovation/ Campaign development / Consumer Insights / Market research
•6+ years of proven experience in marketing, preferably with FMCG
•Working experience on marketing innovation is an important plus
•Passionate on brand marketing and innovation
•Strong data analysis skill, logical thinking with a clear mind
•Strategic thinking and business sensitivity. Capability to track and analyze business to identify issues and opportunities
