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
Brand Strategy & Marketing Execution
• Develop and execute the brand strategy for household yeast, including positioning, messaging, and equity enhancement across all touchpoints.
• Develop home-bakers product mix, portfolio optimization, and pricing strategies.
• Design 360° marketing campaigns and media (digital, social media, TikTok, influencer/KOL partnerships，BILIBLI, joint activities) and annual plans
• Lead e-commerce brand strategy implementation, focusing on flagship store operations, TikTok content creation, and consumer engagement to achieve market share goals.
• Design tech service and menu play book for home-bakers，establish home bakers committee leveraging digital marketing platform.
• Tech knowledge training
Online Sales Management
• Own the online business development plan, including revenue targets, platform expansion (e.g., Tmall, JD.com, TikTok Shop), and E-DTs acquisition.
• Implement BTC brand strategy in each segment and manage E-commerce retailers in trading terms
• Manage relationships with e-commerce operators, ensuring product visibility, conversion optimization, and retail price compliance.
• Analyze sales performance data to refine tactics and maximize ROI.
Offline Sales Management
• Drive offline channel growth by developing key retailers, distributors, and grocery, ensuring alignment with regional market demands.
• In-store visibility and assortment sell in
• Negotiate contracts, manage trade promotions, and monitor inventory levels to achieve sales targets.
Operations & ARAP
• Oversee customer service, including order/premium fulfillment, dispute resolution, and post-sales support.
• Manage BTC logistics and warehousing, re-packing management, optimizing inventory turnover and delivery efficiency.
• Lead accounts receivable/payable processes, including reconciliation, payment tracking, and financial reporting.
Cross-functional Leadership
• Collaborate with marketing strategy，baking center, supply chain, and finance teams to align product innovation, cost control, and market strategies.
• Mentor a team of marketing, sales, and operations professionals, fostering a culture of accountability and agility.
• Collaborate with global BTC category to bridge global instruction and local insights
• The management of external agents and ROI efficiency
Qualifications
• Bachelor’s degree in Marketing, Business Administration, or related field; MBA preferred.
• 10+ years of experience in brand management, omnichannel sales, and P&L leadership, preferably in FMCG, food ingredients, or e-commerce industries.
• Proven track record in managing TikTok campaigns, flagship stores, and B2C/B2B distribution networks (online and offline).
• Strong financial acumen with experience in logistics, AR/AP management, and pricing strategies.
• Expertise in China’s digital ecosystem and retail landscape; fluency in English and Mandarin.
• Brand Strategy & Consumer Product Development | Omnichannel Sales Leadership
• E-commerce & TikTok Marketing | Offline Retail Expansion | Logistics & Financial Management
Additional Information
