Brand Licensing Director, Asia

PepsiCo · Shanghai

Overview

The Brand Licensing Director, Asia is responsible for developing and executing licensing and merchandising strategies to expand PepsiCo's brand presence across the Asia region through partnerships, licensing, and merchandising. This role is accountable for delivering meaningful and consistent revenue growth while also strengthening brand equity.

Responsibilities

Strategy & Planning

Partner with the VP of Licensing & Merchandising to develop and execute both long-term and short-term licensing strategies.
Maximize revenue and brand influence across the Asia region.
Translate business priorities into actionable licensing and merchandising plans.

Business Development

Identify, negotiate, and secure licensing partners and licensing agreements across key product categories.
Drive revenue growth while ensuring alignment with PepsiCo brands and strategic objectives.
Develop new business opportunities that expand PepsiCo's licensing footprint across the region.

Partner Management

Manage agent relationships within the region and ensure execution against PepsiCo's licensing strategy and key initiatives.
Oversee the licensee base to ensure financial compliance, brand compliance, and best-in-class execution of products in market.
Maintain strong partnerships that support sustainable growth and operational excellence.

Cross-Functional Collaboration

Partner closely with Marketing, Design, and DComm teams to drive brand presence and revenue growth.
Align licensing initiatives with broader PepsiCo brand and business objectives.
Influence key stakeholders across global, regional, and local teams.

Retail Sales & Marketing

Cultivate and maintain key retailer relationships across Asia.
Secure meaningful programs and successful product launches that support licensing strategies.
Collaborate with retailers to maximize marketplace opportunities and brand visibility.

Market & Trend Analysis

Utilize consumer insights, market trends, and performance data to optimize licensing strategies.
Identify emerging opportunities and develop plans to capitalize on shifting consumer and retail trends.
Continuously evaluate performance against licensing objectives.

Qualifications

Experience

10+ years of experience launching licensed products across the Asia region.
Native/fluent Mandarin language skills would be strongly preferred
Exceptional relationships and contacts with retailers and licensees within the region.
Experience across a broad range of product categories, including Health & Beauty, Softlines, Food & Beverage, and Hardlines.
Experience managing licensing agent partnerships preferred.
Strong negotiation skills and commercial acumen.

Skills

Exceptional communication and relationship-building skills.
Strong business development and partnership management capabilities.
Ability to analyze consumer, category, and market trends and translate insights into growth opportunities.
Strong financial mindset with focus on revenue generation and profitability.

Leadership Competencies

Growth-oriented and financially minded.
Curious and innovative, with a passion for identifying new opportunities and delivering ambitious growth plans.
Entrepreneurial, with the ability to identify new business models and convert opportunities into commercial success.
Able to work independently while effectively partnering across functions to deliver results.
Solution-oriented with strong problem-solving capabilities.
Influential communicator capable of building credibility across a diverse stakeholder landscape.