Senior Marketing Manager, Lays Beyond NPC & Strategic Channel;高级市场经理，Beyond NPC 及战略渠道

Overview As we continue our 10 in 10 vision for Greater China and aligned with Ramon & SLT, China Lay’s will develop a holistic potato based portfolio to capture different consumer needs and create defendable superiority in the market. Leading with the strong performance of our core business (NPC), we need to continue to accelerate our growth in the 2nd largest platform (FPC), while unlocking incrementality through MORE platforms (E4E + Potato Based). In order to achieve 10 in 10 vision, we need the business contribution of FPC + BPC to reach 35 - 40% (currently 27%), strategically trade-in new users to total Lay’s. Through the development of demand space 3.0, we’ve unlocked additional business growth opportunity in areas where NPC has a limited role to play, while other forms of potato solutions (FPC + BPC) can have a significant right to win. Hence, we believe by combining the two platforms (FPC + BPC) into one role can further elevate the business impact and efficiency for total Lay’s. At the same time, the business is facing significant challenge with the market shift and consumer behavior changes. The FPC platform is having significant share loss for the first time in the past 6 years, while total Lay’s is losing consumers to other categories, such as biscuits and nuts/seeds. We expect the trend to persist and elevate for the next 2 – 3 years, which is one of the biggest barriers for our 10 in 10 vision. By leverage the full portfolio of potato-based solution, we expect to 1) defend PC category growth with potato chips, and 2) disrupt other category with superior potato-based solutions, which further illustrate the importance of this role. Further, to ensure to continue to accelerate the growth of the strategic channel as they are becoming the majority of our business (30% of total Snack business by 2026), we are going to create a dedicated team focus on developing the right portfolio, managing the innovation development, and channel campaign design. The portfolio will cover across all PEP Snack brands, including Lay’s, Cheetos, Bugles, Doritos, Popcorner, and Ruffles. Finally, to ensure this role also includes brand-led campaign, we will also have annual Q4 campaign to be part of the total scope. The campaign can vary, focusing on driving total brand relevance and equity, delivering the business for total Q4. Responsibilities The individual will assume E2E responsibility for FPC and BPC platforms for Lay’s, including: FPC – STAX Platform: Deliver business target for STAX platform (10% Vol GR, +0.5pt HHP GR, +0.5pt share GR). Rejuvenate the platform to resume growth momentum, including innovation, marketing campaign, GTM strategy, consumer engagement, and disruptive brand experience. BPC – French Fries (FF) Platform: Deliver business target for FF platform. Stepchange the FF portfolio strategy with E2E ownership, including Innovation (product + package), marketing campaign, GTM strategy, and consumer engagement. BPC – East-for-east (E4E) Platform: Restage the E4E platform with specific cohort and market targeting strategy, unlocking incrementality to total brand. BPC – Potato Solutions: Develop total BPC platform strategy and pipeline, including potato-based innovation and communication, to fulfill additional consumer demand space. The individual will also assume E2E portfolio development for the 1) strategic channel and 2) Q4 brand campaign. 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. Management: Strong project management skills to ensure on-time delivery. Discipline: Be principle based, demonstrate clear logics Influence: Engage and enroll others to align with the strategy and guiding principles. Resilience: Effective in a high stress and ever-changing environment. The individual will assume E2E responsibility for FPC and BPC platforms for Lay’s, including: FPC – STAX Platform: Deliver business target for STAX platform (10% Vol GR, +0.5pt HHP GR, +0.5pt share GR). Rejuvenate the platform to resume growth momentum, including innovation, marketing campaign, GTM strategy, consumer engagement, and disruptive brand experience. BPC – French Fries (FF) Platform: Deliver business target for FF platform. Stepchange the FF portfolio strategy with E2E ownership, including Innovation (product + package), marketing campaign, GTM strategy, and consumer engagement. BPC – East-for-east (E4E) Platform: Restage the E4E platform with specific cohort and market targeting strategy, unlocking incrementality to total brand. BPC – Potato Solutions: Develop total BPC platform strategy and pipeline, including potato-based innovation and communication, to fulfill additional consumer demand space. The individual will also assume E2E portfolio development for the 1) strategic channel and 2) Q4 brand campaign. 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. Management: Strong project management skills to ensure on-time delivery. Discipline: Be principle based, demonstrate clear logics Influence: Engage and enroll others to align with the strategy and guiding principles. Resilience: Effective in a high stress and ever-changing environment.