Overview
As 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 focuses on driving the brand equity through mega brand campaigns, always-on social programs, and brand equity campaigns. This role will be part of the total brand activation team. We believe that by creating a team focusing on brand building, we can further elevate our creative excellence and innovation design, driving a higher level of household penetration and key occasion salience.
Responsibilities
1. Lay’s Summer Campaign: Develop and deliver annual Summer campaign ideas, including creative content, innovation development, consumer engagement programs, 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 them into creative ideas.
* Creative Excellence: Develop and deliver breakthrough and holistic campaigns.
* Creativity: Think outside of the box, challenge the envelope, 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, and Market research.
* 6+ years of proven experience in marketing, preferably with FMCG.
* Working experience in marketing innovation is an important plus.
* Passionate about brand marketing and innovation.
* Strong data analysis skills, logical thinking with a clear mind.
* Strategic thinking and business sensitivity. Capability to track and analyze business to identify issues and opportunities.
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