Marketing Manager, Away from Home
2 weeks ago
The role of Marketing Manager, Away from Home, is designed to drive growth and innovation in the Away from Home (AFH) channels for PepsiCo. As a key member of the team, you will be responsible for developing localized culinary solutions and conducting end-to-end brand experiences that unlock new occasions for our brands.
Key Objectives:
• Identify scalable opportunities to embed PepsiCo brands in Chinese food culture
• Lead local culinary playbook development by implementing lighthouse projects for identified strategic channels: QSR, theme park, cinema, hotel etc.
• Advocate meaningful PepsiCo AFH experiences by planning long-term consumer education strategy
• Build brand equity by amplifying brand distinction in AFH channels
Responsibilities:
• Lead the development of local culinary innovation from recipe design to B2B NPD launch; deliver practical playbook to unlock strategic channel opportunity (QSR, Cinema, Theme Park, Hotel)
• Be responsible to elevate brand experience and plan AFH communication calendar across all PepsiCo brands (Lay's, Quaker, Doritos, Cheetos, Bugles), in synergy with brand growth strategy
• Accountable for implementing on-site activation, digital content development and social buzz generation for AFH initiatives
• Support Sales team to drive incrementality of packaged foods in new channels by generating occasion-relevant consumer education toolkit
• Support line manager in exploring new business models in AFH channels
Qualifications:
• Experienced in brand communication strategy development and implementation, including digital communication and off-line activation
• Expertise of new product development with solid knowledge of project management
• Experience of working in retail business preferred; creative agency (4A) background preferred
• Excellent interpersonal skill and presentation skill
• Entrepreneurship
• Fluent English
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Marketing Director, Away From Home
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Marketing Manager, Away from Home
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Shanghai, Shanghai, China PepsiCo Full timeAbout the RoleThe Global Brand Experience Leader, Away from Home, will be responsible for unlocking new occasions for PepsiCo's PEP Foods brand in the Chinese market by developing localized culinary solutions and conducting end-to-end brand experiences.Key ObjectivesIdentify scalable opportunities to embed PEP Foods brands in Chinese food cultureLead local...
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