副总监, 现代渠道&电商；Associate Director, Modern Trade & Emerging Channel
PepsiCo · Shanghai
Overview
Lead the development and execution of growth strategies for Modern Trade & Emerging Channels including but not limited to Snack Stores, E-commerce and O2O channels across China. This role is responsible for identifying growth opportunities, shaping channel strategies and translating strategic priorities into actionable plans that drive sustainable and profitable growth.
As a key customer leader within PepsiCo's franchise operating model, this role partners closely with PBB, cross-functional teams and key customers to ensure aligned execution and successful commercialization. The individual must combine strategic thinking, channel expertise and strong influencing skills to deliver business results through collaborative leadership.
Responsibilities
1. Channel Growth Strategy & Transformation
- Own the long-term growth agenda for Modern Trade & Emerging channels including but not limit to Snack Stores, E-commerce and O2O channels by identifying emerging consumer trends, market dynamics and competitive opportunities.
- Develop channel-specific growth strategies, priorities and investment frameworks that support sustainable and profitable business growth.
- Translate consumer insights, shopper behavior, customer trends and market intelligence into actionable business opportunities and channel development plans.
- Identify white-space opportunities and lead breakthrough initiatives that unlock incremental growth and competitive advantage.
- Drive annual strategic planning, channel reviews and business performance assessments to ensure resources are focused on the highest-growth opportunities.
2. Modern Trade & Snack Store Development
- Define the channel vision and sub-channel priorities for Modern Trade and Snack Store formats.
- Develop customer strategies for strategic retail partners, leveraging shopper insights and market understanding to drive category growth and strengthen customer partnerships.
- Lead strategic initiatives to accelerate penetration and market share growth within high-potential channels, including snack store chains, membership clubs and emerging retail formats.
- Partner with Category, Insights, RGM and Marketing teams to design differentiated channel growth programs.
- The key window for global account team
3. E-commerce & O2O Strategy
- Lead the development of integrated E-commerce and O2O growth strategies to capture evolving consumer purchase occasions and omni-channel opportunities.
- Shape channel development plans across key digital ecosystems, including Tmall, JD, Douyin, Meituan and emerging commerce platforms.
- Build scalable commercial frameworks that balance brand growth, customer investment effectiveness and execution productivity.
- Drive O2O and Instant Retail acceleration strategies that strengthen both online and offline business performance.
4. Franchise & Bottler Leadership
- Partner closely with PBB leadership teams to align growth priorities, channel strategies, investment direction and execution plans.
- Influence and mobilize cross-company stakeholders to accelerate implementation and ensure execution excellence.
- Build joint business plans, governance mechanisms and performance tracking systems that drive accountability and business results.
- Act as the strategic bridge between PepsiCo and PBB, ensuring channel strategies are consistently translated into market execution.
5. Commercial Planning & Performance Management
- Lead the Annual Operating Plan (AOP) and channel business planning processes.
- Monitor channel performance, identify risks and opportunities, and recommend strategic adjustments to drive continuous improvement.
- Use data analytics, scenario planning and business insights to support decision-making and resource allocation.
6. Cross-functional Leadership & Capability Building
- Collaborate closely with Strategy, Marketing, Insights, Commercial, Supply Chain, Finance and Franchise teams to develop winning market strategies.
- Work closely with capability team on capability-building initiatives for PepsiCo and PBB teams to strengthen channel management and commercial excellence.
- Foster a customer-centric culture and elevate customer satisfaction through strategic partnership and value creation.
Qualifications
Qualifications & Experience
- Bachelor's degree required; MBA or advanced business degree preferred.
- 10+ years of experience in FMCG, consumer goods, retail, E-commerce or related commercial strategy roles.
- Strong expertise in at least one priority growth channel, including Modern Trade, Snack Stores, E-commerce, O2O or omni-channel business. Experience across multiple priority channels is preferred.
- Proven track record of developing and executing channel growth strategies that deliver measurable business impact.
- Experience managing strategic customer relationships and leading complex commercial initiatives at national or enterprise level.
- Experience working in highly matrixed organizations and influencing stakeholders without direct authority.
- Experience in franchise, distributor or indirect route-to-market business models is highly preferred.
- Strong business English and Mandarin communication capabilities, both written and verbal.
Key Leadership Competencies
Strategic Thinking
- Connects market trends, consumer and shopper insights, competitive intelligence and financial analysis into clear strategic choices.
- Identifies breakthrough growth opportunities and builds compelling business cases for change.
- Balances long-term channel development and capability building with short-term business delivery.
Commercial & Channel Leadership
- Demonstrates strong commercial acumen and practical knowledge of priority retail and digital channels.
- Translates strategy into clear execution models, priorities, milestones and performance measures.
- Applies a disciplined approach to investment choices, resource allocation and return optimization.
Influence & Stakeholder Management
- Influences and aligns senior stakeholders across PepsiCo, PBBs, customers and external partners.
- Communicates complex ideas with clarity and credibility, including in executive and top-to-top settings.
- Builds trust, resolves competing priorities and leads effectively through collaboration rather than formal authority.
Execution & Change Leadership
- Navigates ambiguity, challenges the status quo and maintains momentum through organizational complexity.
- Drives accountability for outcomes and adjusts plans quickly based on performance insights.
- Leads transformation and builds organizational capability for sustained performance.
1. Channel Growth Strategy & Transformation
- Own the long-term growth agenda for Modern Trade & Emerging channels including but not limit to Snack Stores, E-commerce and O2O channels by identifying emerging consumer trends, market dynamics and competitive opportunities.
- Develop channel-specific growth strategies, priorities and investment frameworks that support sustainable and profitable business growth.
- Translate consumer insights, shopper behavior, customer trends and market intelligence into actionable business opportunities and channel development plans.
- Identify white-space opportunities and lead breakthrough initiatives that unlock incremental growth and competitive advantage.
- Drive annual strategic planning, channel reviews and business performance assessments to ensure resources are focused on the highest-growth opportunities.
2. Modern Trade & Snack Store Development
- Define the channel vision and sub-channel priorities for Modern Trade and Snack Store formats.
- Develop customer strategies for strategic retail partners, leveraging shopper insights and market understanding to drive category growth and strengthen customer partnerships.
- Lead strategic initiatives to accelerate penetration and market share growth within high-potential channels, including snack store chains, membership clubs and emerging retail formats.
- Partner with Category, Insights, RGM and Marketing teams to design differentiated channel growth programs.
- The key window for global account team
3. E-commerce & O2O Strategy
- Lead the development of integrated E-commerce and O2O growth strategies to capture evolving consumer purchase occasions and omni-channel opportunities.
- Shape channel development plans across key digital ecosystems, including Tmall, JD, Douyin, Meituan and emerging commerce platforms.
- Build scalable commercial frameworks that balance brand growth, customer investment effectiveness and execution productivity.
- Drive O2O and Instant Retail acceleration strategies that strengthen both online and offline business performance.
4. Franchise & Bottler Leadership
- Partner closely with PBB leadership teams to align growth priorities, channel strategies, investment direction and execution plans.
- Influence and mobilize cross-company stakeholders to accelerate implementation and ensure execution excellence.
- Build joint business plans, governance mechanisms and performance tracking systems that drive accountability and business results.
- Act as the strategic bridge between PepsiCo and PBB, ensuring channel strategies are consistently translated into market execution.
5. Commercial Planning & Performance Management
- Lead the Annual Operating Plan (AOP) and channel business planning processes.
- Monitor channel performance, identify risks and opportunities, and recommend strategic adjustments to drive continuous improvement.
- Use data analytics, scenario planning and business insights to support decision-making and resource allocation.
6. Cross-functional Leadership & Capability Building
- Collaborate closely with Strategy, Marketing, Insights, Commercial, Supply Chain, Finance and Franchise teams to develop winning market strategies.
- Work closely with capability team on capability-building initiatives for PepsiCo and PBB teams to strengthen channel management and commercial excellence.
- Foster a customer-centric culture and elevate customer satisfaction through strategic partnership and value creation.
Qualifications & Experience
- Bachelor's degree required; MBA or advanced business degree preferred.
- 10+ years of experience in FMCG, consumer goods, retail, E-commerce or related commercial strategy roles.
- Strong expertise in at least one priority growth channel, including Modern Trade, Snack Stores, E-commerce, O2O or omni-channel business. Experience across multiple priority channels is preferred.
- Proven track record of developing and executing channel growth strategies that deliver measurable business impact.
- Experience managing strategic customer relationships and leading complex commercial initiatives at national or enterprise level.
- Experience working in highly matrixed organizations and influencing stakeholders without direct authority.
- Experience in franchise, distributor or indirect route-to-market business models is highly preferred.
- Strong business English and Mandarin communication capabilities, both written and verbal.
Key Leadership Competencies
Strategic Thinking
- Connects market trends, consumer and shopper insights, competitive intelligence and financial analysis into clear strategic choices.
- Identifies breakthrough growth opportunities and builds compelling business cases for change.
- Balances long-term channel development and capability building with short-term business delivery.
Commercial & Channel Leadership
- Demonstrates strong commercial acumen and practical knowledge of priority retail and digital channels.
- Translates strategy into clear execution models, priorities, milestones and performance measures.
- Applies a disciplined approach to investment choices, resource allocation and return optimization.
Influence & Stakeholder Management
- Influences and aligns senior stakeholders across PepsiCo, PBBs, customers and external partners.
- Communicates complex ideas with clarity and credibility, including in executive and top-to-top settings.
- Builds trust, resolves competing priorities and leads effectively through collaboration rather than formal authority.
Execution & Change Leadership
- Navigates ambiguity, challenges the status quo and maintains momentum through organizational complexity.
- Drives accountability for outcomes and adjusts plans quickly based on performance insights.
- Leads transformation and builds organizational capability for sustained performance.