Marketing Supervisor, Rice Crackers;市场主管, 米饼
PepsiCo · Shanghai
Overview
This role is responsible for driving end-to-end channel activation and execution scale-up for Rice Cracker, while supporting innovation initiatives. The specialist will work at the intersection of sales, TMKT, and cross-functional teams to accelerate growth in key channels and mega cities.
Responsibilities
Drive Channel-Focused Activation & Execution Scale-Up
- Partner closely with Sales to drive Rice Cracker activation and execution across key channels, enabling end-to-end (E2E) channel-linked activation.
- Key channel focus includes: Premium Super/Club, CVS, and Vertical EC / O2O.
- Drive saturation strategy in Mega Cities – develop and execute high-density, high-penetration channel activity plans to grow market share in core metropolitan areas
- Collaborate closely with the TMKT team to develop and execute GTM channel activity plans, ensuring brand guideline alignment and maximizing activation effectiveness.
- Continuously optimize channel strategies based on China market dynamics to scale up execution and drive business growth.
- Collect and analyze sales data and consumer feedback to recommend channel improvements and continuously enhance Rice Cracker performance across channels.
- Track project KPIs & budget and provide input to management on risks and opportunities identified during project monitoring
Innovation Opportunity Validation, Planning & Ideation
1. Identify and validate innovation opportunities for Rice Cracker, leveraging consumer insights and market data to support the Manager in early-stage innovation assessment.
2. Assist in channel-focused portfolio ideation and contribute to prioritization of initiatives
Ensure Innovation Execution Success
Work closely with cross-functional activities to deliver consumer-relevant product launches, ensuring operational readiness and executional excellence
Qualifications
- Bachelor's degree or above
- 3~5 years experience in FMCG marketing, with a strong track record of successful channel activity execution strongly preferred
- Familiarity with emerging channels (Club, Premium Super, O2O/Vertical channel, EC) operations and Mega City go-to-market strategies preferred
- Experience driving 0-to-1 new product or business initiatives preferred
- Strong self-motivation and resilience, with the ability to drive business growth in ambiguous or uncertain environments
- Strong cross-functional collaboration skills across sales, marketing, supply chain, R&D, consumer insight etc
- Good command of spoken and written English
Drive Channel-Focused Activation & Execution Scale-Up
- Partner closely with Sales to drive Rice Cracker activation and execution across key channels, enabling end-to-end (E2E) channel-linked activation.
- Key channel focus includes: Premium Super/Club, CVS, and Vertical EC / O2O.
- Drive saturation strategy in Mega Cities – develop and execute high-density, high-penetration channel activity plans to grow market share in core metropolitan areas
- Collaborate closely with the TMKT team to develop and execute GTM channel activity plans, ensuring brand guideline alignment and maximizing activation effectiveness.
- Continuously optimize channel strategies based on China market dynamics to scale up execution and drive business growth.
- Collect and analyze sales data and consumer feedback to recommend channel improvements and continuously enhance Rice Cracker performance across channels.
- Track project KPIs & budget and provide input to management on risks and opportunities identified during project monitoring
Innovation Opportunity Validation, Planning & Ideation
1. Identify and validate innovation opportunities for Rice Cracker, leveraging consumer insights and market data to support the Manager in early-stage innovation assessment.
2. Assist in channel-focused portfolio ideation and contribute to prioritization of initiatives
Ensure Innovation Execution Success
Work closely with cross-functional activities to deliver consumer-relevant product launches, ensuring operational readiness and executional excellence
- Bachelor's degree or above
- 3~5 years experience in FMCG marketing, with a strong track record of successful channel activity execution strongly preferred
- Familiarity with emerging channels (Club, Premium Super, O2O/Vertical channel, EC) operations and Mega City go-to-market strategies preferred
- Experience driving 0-to-1 new product or business initiatives preferred
- Strong self-motivation and resilience, with the ability to drive business growth in ambiguous or uncertain environments
- Strong cross-functional collaboration skills across sales, marketing, supply chain, R&D, consumer insight etc
- Good command of spoken and written English