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Marketing Manager, Lay’s Brand Communication, Summer + Brand Equity

PepsiCo Deutschland GmbH

West Suffolk

On-site

GBP 40,000 - 80,000

10 days ago

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An established industry player is seeking a dynamic marketing professional to join their brand activation team. This role focuses on driving brand equity through innovative campaigns and consumer engagement strategies. You will lead the development of impactful marketing initiatives, including the annual Summer campaign and year-round brand equity campaigns. The ideal candidate will possess strong creativity, strategic thinking, and a passion for brand marketing, with a proven track record in the FMCG sector. Join a forward-thinking company dedicated to elevating its brand presence and consumer connection.

6+ years of proven experience in marketing, preferably with FMCG.
Strong data analysis skills and strategic thinking.

Develop and deliver annual Summer campaign ideas and media plans.
Create a year-round equity campaign to drive brand growth.

Consumer Insights

Creative Campaign Development

Project Leadership

Data Analysis

Strategic Thinking

Marketing Innovation

Brand Marketing

Logical Thinking

Bachelor's Degree in Marketing or related field

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

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.
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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