Overview
The role is designed to unlock AFH new occasions for PEP Foods by developing localized culinary solution and conducting end-to-end brand experience.
Key objectives including:
- Identify scalable opportunities to embed PEP Foods 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 PEP 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 PEP Foods 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
- 9 years experience in brand building or end-to-end brand management of international F&B brands
- 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
Differentiating Competencies Required
- Resilience and strong mind, not afraid of dealing with ambiguity
- Strong collaboration spirit and knows how to mobilize internal resources to drive synergy
- Curiosity and excellent learning agility