Company Description
As a global key player in yeasts and fermentation, Lesaffre designs, manufactures and markets innovative solutions for Baking, Food taste & pleasure, Health care and Biotechnology.
Family group born in northern France in 1853, now a multi-national and a multicultural company, Lesaffre is committed to working with confidence to better nourish and protect the planet.
In close collaboration with its clients and partners, Lesaffre employs 11 000 people in more than 50 countries.
Lesaffre achieves a turnover of 3 billion euros.
Job Description
Craft & Chain Western bakery (Mature market & Developing Market)
Western segments, identifying regional preferences and growth opportunities.
- Uncover customer pain points and design customized solutions (e.g., regional product formulations, packaging design, tailored pricing frameworks) to meet channel-specific demands.
- Lead omni channel integrated marketing campaigns for craft and chains, including O2O digital platform activation, offline bread festival & co-brands activities, DT engagement campaigns and promotional product bundles.
- Pilot and scale localized marketing initiatives such as bakery training programs and theme-based promotions to strengthen brand engagement.
- Track and monitor KPIs in craft and chain such like NPDs launching, customer developing and customer retention, key projects progress
Industrial in Brand Manufactures
- Map strategic client profiles (e.g., large-scale brand manufacturers, packaging goods innovators) and align solutions to their operational and R&D needs.
- Develop co-branded marketing campaigns, communication calendar and annual promotional plans to drive adoption of specialized ingredients (e.g., preservative-free solutions, tailored packaging or pack-size).
- Collaborate with baking center to create client-specific product formulations and pricing strategies that enhance long-term partnerships.
- Routine customer visit and design full year customer marketing plan aligned with sales and BC.
Industrial in New Retail & Foodservice & OEMs
- Identify emerging trends in new retail (e.g., e-commerce platforms,O2O super markets, snacking chain, Cash&Carry) and foodservice sectors (e.g.,YUM,GuangJiu) crafting demand-driven solutions
- Collaborate with baking center to explore “frozen dough” application opportunities in new retailers and foodservice to build lesaffre professional image
- Design B2B marketing campaigns, co-brands activities leveraging digital tools, (e.g., CRM platforms, customer data analytics) to target decision-makers in new retailers private labers brands.
- Partner with sales teams to execute trade promotions and culinary showcases that highlight product versatility and ROI for clients.
- Routine customer visit and track full year key projects aligned with sales and BC.
Cross-Channel Leadership
- Develop team by providing coaching and performance management to ensure alignment with company goals.
- Collaborate with category marketing, sales, baking center, supply chain and finance team to ensure seamless execution of channel strategies.
- Track KPIs (e.g., customer developing, customer retention, market share in segment) and refine strategies based on data-driven insights.
- The management of external agents and ROI efficiency
Qualifications
- Bachelor’s degree in Marketing, Business, or Food Science; MBA preferred.
- 10+ years of experience in B2B channel marketing, preferably in FMCG, food ingredients, or related industries.
- Proven expertise in customer segmentation, trade marketing, omni channel events execution.
- Strong understanding of bakery industry dynamics, including Western/Chinese bakery trends, OEM operations, and foodservice demands.
- Proficiency or familiar in the operation of the sales and technical support teams
- Exceptional leadership, negotiation, and stakeholder management skills.
- Fluency in English and Mandarin required.
Additional Information