1.
Total Energy Portfolio Management
?Manage and oversee the total Energy category across China markets, advancing the performance and growth of our Energy brands
?Develop and align Pilot plans with IB and bottlers to be ready launch in 2025 per planned
?Closely monitor business performance to assess progress vs. plan and develop appropriate adjustments as needed
?Conduct regular Consumer/Channel/Competitors trend analysis for defining brand issues and developing plans for execution
?Find opportunities for innovation, productivity & new sub-category / product launches
?Recommend and execute the right pack-price architecture and channels by market
2.
Strategy Planning as a BU & By Market
?Develop the portfolio and brand strategies of Energy (Sting) by setting long-, mid-term & annual goals and planning initiatives based on market and consumer insights
?Portfolio plan development for business fundamentals: Develop brand expansion roadmaps via developing brand product portfolio within the brand guardrail thru collaborating with cross function team
3.
Leadership and People Management
?Establish a collaborative relationship with China cross-functional partners across the BU and IB
?Manage regular meetings with the markets, IB team & other stakeholders by setting the agenda, managing the presentation materials and ongoing project management of key initiatives
?Consistently work with the various Energy Marketing Teams in China on strategy planning, analysis, presentations, briefings, campaigns, etc. for the development and achievement of total business deliverables
?Own the relationship with external agencies who have a role to play in ensuring the initiative is set up for success
4.
Marketing Campaign Development and Execution for Each Market
?Lead the development of communications and content around the brands that drive consumer excitement that are relevant to China via adaptation and new creation for China. Develop and execute creative, media, PR and in-store advertising strategies. Advertising development spans identification of consumer insight, testing of the ad materials and up to the launch of the final ad material.
?Localize global or regional brand campaigns and develop local campaigns
?Evaluate the effectiveness and efficiency of current marketing strategies and tactics, and make recommendations for changes and improvements.
?Development and rollout of VIS and packaging design
5.
Innovation Planning and Launch Management
?Evaluate and align on innovation projects with Global Marketing, Local/Bottler Marketing, R&D, Operations, Commercialization and Finance thru the stage gate process
?Lead the project to launch via seamless communication with global, regional & local cross functional teams within PepsiCo and the bottler
?Create and implement the launch plan for new innovations under the portfolio plan with internal and bottler cross functional teams
6.
Alignment
?Drive the Energy pilot first and roll-out marketing plans in alignment with the Global team, local Beverages & JV/bottlers including innovations, marketing calendar and A&M
?Work with Global team to influence and secure alignment overall Energy brands’ agenda for China
?Influence and secure alignment with local marketing teams to drive and develop local/global campaign adaptations and the local agenda
?In charge of regular alignment with local, global and bottler task forces on the progression of innovations and productivity-related projects
?Monitor Energy A&M and regularly report status with CMO
7.
Agency Management for Regional Projects
?Lead agency briefings & pitches
?Assess and select most appropriate consumer touch points to execute 360 reach plans
?Identify the right brand endorsers / influencers and lead the partnership
?Negotiate production costs and agency fees
8.
Trade Execution
?Work closely with the local Franchise and cross sales team in ensuring product availability, in the implementation of brand strategies and tactics that are apt to achieve goals, and to ensure that projects are properly executed in trade
