Overview:
Through the development of demand space, we’ve unlocked additional business growth opportunity. We believe by combining the two existing platforms into one role can further elevate the business impact and efficiency for total Lay’s.
Responsibilities:Assume E2E responsibility for FPC and BPC platforms for Lay’s, including:
- FPC – STAX Platform:
- Deliver business target for STAX platform (10% Vol GR, +0.5pt HHP GR, +0.5pt share GR).
- Rejuvenate the platform to resume growth momentum, including innovation, marketing campaign, GTM strategy, consumer engagement, and disruptive brand experience.
- BPC – French Fries (FF) Platform
- Deliver business target for FF platform. Step change the FF portfolio strategy with E2E ownership, including Innovation (product + package), marketing campaign, GTM strategy, and consumer engagement.
- BPC – East-for-east (E4E) Platform: Restage the E4E platform with specific cohort and market targeting strategy, unlocking incrementality to total brand.
- BPC – Potato Solutions: Develop total BPC platform strategy and pipeline, including potato-based innovation and communication, to fulfill additional consumer demand space.
- Human-centricity: Unlock consumer insights/JTBDs and translate into creative ideas.
Creative Excellence: Develop and deliver breakthrough and holistic campaigns.
Creativity: Think outside of the box, challenge the envelop, step away from the status quo.
Management: Strong project management skills to ensure on-time delivery.
Discipline: Be principle based, demonstrate clear logics
Influence: Engage and enroll others to align with the strategy and guiding principles.
Resilience: Effective in a high stress and ever-changing environment.