Associate Director, Revenue Growth Management;收入增长管理副总监
PepsiCo · Shanghai
Overview
- Lead PepsiCo China Beverage RGM agenda. Drive RGM strategies to support system delivery of balanced, sustainable and consumer-centric growth across volume, net revenue, NRR, profitability and market share.
- Own China RGM roadmap across Opportunity mapping, Brand Ladder, OBPA / Price-Pack Architecture, Mix management, Pricing, Promotion effectiveness, Trading terms and Value realization.
- Translate consumer, shopper, channel and competitive insights into practical commercial strategies to be embedded in JBP, AOP, OCP, QBR and routine business reviews.
- Build a stronger One System RGM capability and culture with PEP, bottlers and cross-functional teams through clear ways of working, governance, tools, capability building and execution tracking.
- Act as the business lead for data-driven RGM transformation, leveraging analytics, price elasticity, promo ROI / PEA, GAH, GIS and future digital tools to support business decision making.
- Lead system RGM evolvement via future back insights, preparing PEP and bottlers toward next generation RGM frame, capability, tools and digitalization
Responsibilities
- Lead the China Beverage RGM agenda, setting the multi-year roadmap and annual priorities across opportunity mapping, brand ladder, OBPA / Price-Pack Architecture, mix, pricing, promotion, trading terms and value realization.
- Translate consumer, shopper, channel, customer and competitive insights into practical RGM strategies that support balanced growth across volume, net revenue, NRR, profitability and share.
- Develop and steward OBPA / PPA and brand ladder strategies by channel, pack role, occasion and price tier, balancing recruitment, affordability, premiumization and channel conflict management. Lead / support product and pack innovations via consumer-centric approach.
- Lead price management, mix management and value realization through fit for purpose RGM tools and methodologies, incl. price corridor governance, elasticity analysis, competitor price tracking, brand / pack / channel mix diagnostics, etc, leading to clear business recommendations and suggested actions.
- Build and empower bottler’s promotion effectiveness and trade investment capability through promo ROI / PEA, promotion guardrails, post-event analytics and assessment, customer value proposition with selling story, and action tracking.
- Embed RGM strategies into 3Y JBP with bottlers, AOP, OCP, QBR and routine business reviews, ensuring goals, initiatives, scorecards and decision governance are consistently adopted by PEP, bottler and cross-functional teams.
- Lead data-driven RGM transformation by accelerating adoption of GAH, GIS, price elasticity, promo ROI / PEA, mix optimization, trade price tracking and future digital / AI simulation tools.
- Collaborate with IB Commercial / RGM team to facilitate global RGM playbook landing, cross OU practices shring, and organizational RGM mindset reiteration via lift-and-shift.
- Build One System RGM capability and culture through clear ways of working, RGM health checks, toolkits, capability roadmaps and system culture building.
- Demonstrate strategic thinking, commercial acumen, financial analytics, analytical problem solving, senior stakeholder influence, change management, team leadership and strong execution empathy.
Qualifications
- Bachelor's degree or above in Business, Economics, Finance, Marketing, Statistics or related disciplines; MBA or advanced analytics exposure is preferred.
- 10+ years of progressive commercial, RGM, strategy, sales, category, pricing, trade marketing experience, ideally within top FMCG / strategic consulting firms. Finance / marketing knowledge and experience is a plus.
- Proven track record in developing RGM strategies and delivering measurable value across price, pack, mix, promotion, trading terms, JBP / AOP planning and customer / channel execution.
- Strong analytical and financial capability, with practical experience using elasticity, promo ROI / PEA, syndicated retail data, shopper insights, dashboards and digital tools to support business decisions.
- Strong stakeholder leadership and influencing skills, with the ability to align senior leaders, bottlers, Sales, Marketing, Finance, GTM and data / digital teams behind common growth choices.
- Understand franchise business, ways of collaborating with bottlers via influence skills and thought leadership.
- Experienced team leader who can coach RGM professionals, build capability across the system, create clear ways of working and lead transformation with execution discipline.
- Work well in a matrix organization and handle ambiguity and pressure with ownership and resilience.
- Fluent business English and Chinese communication, with strong executive presentation, structured problem solving and cross-cultural collaboration capability.
- Lead the China Beverage RGM agenda, setting the multi-year roadmap and annual priorities across opportunity mapping, brand ladder, OBPA / Price-Pack Architecture, mix, pricing, promotion, trading terms and value realization.
- Translate consumer, shopper, channel, customer and competitive insights into practical RGM strategies that support balanced growth across volume, net revenue, NRR, profitability and share.
- Develop and steward OBPA / PPA and brand ladder strategies by channel, pack role, occasion and price tier, balancing recruitment, affordability, premiumization and channel conflict management. Lead / support product and pack innovations via consumer-centric approach.
- Lead price management, mix management and value realization through fit for purpose RGM tools and methodologies, incl. price corridor governance, elasticity analysis, competitor price tracking, brand / pack / channel mix diagnostics, etc, leading to clear business recommendations and suggested actions.
- Build and empower bottler’s promotion effectiveness and trade investment capability through promo ROI / PEA, promotion guardrails, post-event analytics and assessment, customer value proposition with selling story, and action tracking.
- Embed RGM strategies into 3Y JBP with bottlers, AOP, OCP, QBR and routine business reviews, ensuring goals, initiatives, scorecards and decision governance are consistently adopted by PEP, bottler and cross-functional teams.
- Lead data-driven RGM transformation by accelerating adoption of GAH, GIS, price elasticity, promo ROI / PEA, mix optimization, trade price tracking and future digital / AI simulation tools.
- Collaborate with IB Commercial / RGM team to facilitate global RGM playbook landing, cross OU practices shring, and organizational RGM mindset reiteration via lift-and-shift.
- Build One System RGM capability and culture through clear ways of working, RGM health checks, toolkits, capability roadmaps and system culture building.
- Demonstrate strategic thinking, commercial acumen, financial analytics, analytical problem solving, senior stakeholder influence, change management, team leadership and strong execution empathy.
- Bachelor's degree or above in Business, Economics, Finance, Marketing, Statistics or related disciplines; MBA or advanced analytics exposure is preferred.
- 10+ years of progressive commercial, RGM, strategy, sales, category, pricing, trade marketing experience, ideally within top FMCG / strategic consulting firms. Finance / marketing knowledge and experience is a plus.
- Proven track record in developing RGM strategies and delivering measurable value across price, pack, mix, promotion, trading terms, JBP / AOP planning and customer / channel execution.
- Strong analytical and financial capability, with practical experience using elasticity, promo ROI / PEA, syndicated retail data, shopper insights, dashboards and digital tools to support business decisions.
- Strong stakeholder leadership and influencing skills, with the ability to align senior leaders, bottlers, Sales, Marketing, Finance, GTM and data / digital teams behind common growth choices.
- Understand franchise business, ways of collaborating with bottlers via influence skills and thought leadership.
- Experienced team leader who can coach RGM professionals, build capability across the system, create clear ways of working and lead transformation with execution discipline.
- Work well in a matrix organization and handle ambiguity and pressure with ownership and resilience.
- Fluent business English and Chinese communication, with strong executive presentation, structured problem solving and cross-cultural collaboration capability.
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