Marketing Director

1 month ago

Shanghai, Shanghai, China PepsiCo Full time
Job Overview

This is a strategic role built to drive overall business growth on Out of Home occasion-based penetration via CSD cross brand meal platform, potentially also leveraging relevant occasions to help drive Gatorade penetration. It will help the company to build up with penetration and business growth of Out of Home occasions including eatery channels, key QSR customers, and theme parks. It will make business impact especially on strategic channel & drive sustainable growth for the whole GCR beverages team for \"Better\" related agenda.

Key Responsibilities

• Lead total AFH strategies and streamline the resource allocation across brand and channels to accelerate Out of Home penetration and business growth.
• Develop integrated approach and way of working to collaborate with key customer team and PBB MU to implement AFH E2E.
• Develop CSD With meal strategy based on occasion demand space to drive cross brand synergy strategies.
• Develop Eatery channel product portfolio including exclusive innovation.
• Lead co-marketing campaigns with OPKA (YUM/Dicos/WL. etc) and all key AFH theme parks customers.
• Develop CSD With meal communication contents, including TVC/ digital engagement/ Social always on and activation /O2O for key customers specifically.
• Support KA team on KA hunting pitch and develop critical Festival campaigns to drive strong PEP CSD portfolio salience with festival.
• Manage A&M budget and contracts to assure full alliance with financial control policies and executed accordingly to China region DOA.
• Support GCR better agenda through packaging transformation, Eatery Glass bottle project.

Qualifications

• Strong leadership and communication particularly skills to manage multiple stakeholders (Bottlers, Brand team etc.).
• Solid Strategic thinking to be able 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 medium 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 model.
• Experienced team leader.

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