Marketing Director

1 month ago

Shanghai, Shanghai, China PepsiCo Full time
Job Summary

We are seeking a highly skilled and experienced Marketing Director - Away From Home to lead our strategic business growth initiatives in the Out-of-Home (OOH) channel. The successful candidate will be responsible for driving overall business growth on OOH occasion-based penetration via CSD cross-brand meal platform, leveraging relevant occasions to drive Gatorade penetration. This role will play a critical part in building up penetration and business growth of OOH occasions, including eatery channels, key QSR customers, and theme parks.

Key Responsibilities

• Lead total AFH strategies and streamline resource allocation across brands and channels to accelerate OOH penetration and business growth.
• Develop integrated approaches and ways of working to collaborate with key customer teams and PBB MU to implement AFH E2E.
• Develop CSD with meal strategies based on occasion demand space to drive cross-brand synergy strategies.
• Develop eatery channel product portfolios, including exclusive innovations.
• Lead co-marketing campaigns with OPKA (YUM/Dicos/WL, etc.) and all key AFH theme park customers.
• Develop CSD with meal communication contents, including TVC/digital engagement/social always on and activation/O2O for key customers specifically.
• Support KA teams on KA hunting pitches and develop critical festival campaigns to drive strong PEP CSD portfolio salience with festivals.
• Manage A&M budgets and contracts to ensure full alignment with financial control policies and execute accordingly to China region DOA.
• Support GCR better agenda through packaging transformations and eatery glass bottle projects.

Requirements

• Strong leadership and communication skills to manage multiple stakeholders (Bottlers, Brand teams, etc.).
• Solid strategic thinking to lead overall AFH strategies development.
• Demonstrated success in developing and deploying activation programs to achieve both equity and volume growth.
• Ability to develop creative and cut-through marketing campaigns across channels and mediums to achieve brand objectives.
• Solid knowledge of traditional eatery channels and evolving food aggregators.
• High degree of planning and execution skills.
• Strong communication, analytical, and influencing skills.
• Self-motivated, disciplined, passionate with the brand.
• Sound knowledge of beverage business fundamentals and franchise models.
• Experienced team leader.

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