Job Description

Locations: Shanghai, China

Job Function: 营销

Req ID: 471227

Relocation Eligible: ['No']

Overview

The mission of this position is to help our consumers to have better gut health and a quality life through nourishment. The vision is 1) building Quaker as leading business in basic-gut-health needs-oriented breakfast for dual cohorts 2) Build Quaker as the leading brand in gut health territory.

The product line coves IO (instant oat)/QCO (quick cooking oats)/ OFR (oats for rice)/IOF (instant oat functional)/CPD (cereal powder drink)/Premium CPD/Functional nutrition platform. The key scope will be:

• Lead Quaker Basic Gut Health Platform business including innovation, communication, business planning and P&L management to support market share growth and NR/NOPBT delivery:

1.Product Line Strategy 2.Business Management (NR/ NOPBT) 3.Price/ Pack Architecture 4.Innovation Strategy & Prioritization 5.Innovation Pipeline Development & Sufficiency 6.COSO Champion for Quaker

• Lead Quaker Master Brand equity strategy, defensibility capability and communication.
• Explore functional nutrition territory and build Quaker’s superiority
• CNS representee from Quaker to fully maximize CNS (China nutrition science) endorsement to build Quaker superiority and credibility

Responsibilities

Quaker China Basic Gut Health Platform Owner

• Collaborate with business team to uncover insights and strategies to set Quaker China Basic Gut health platform short-term and long-term business agenda, including but not limited to AOP plans, commercial calendar etc.
• Lead Quaker China Basic Gut health platform business management (NR/NOPBT) and price/portfolio architecture
• Lead successful execution of innovation projects within brand guardrail
• Spearheading the strategic and tactical execution of Quaker China Basic Gut health platform communication and AOP to drive business with sustainable and measurable growth
• Enhance Quaker brand positioning and communication, while understand latest marketing/media trends to develop innovative marketing model.
• Take lead portfolio strategy and identify prioritization to fuel short-term/long-term brand innovation potential opportunities
• Elevate professional development within team by coaching, mentoring, and motivating.

Quaker China Brand Equity Champion

• Build an in-depth understanding of the target market, segments, consumer needs and competition
• Lead Quaker China brand proposition & equity development
• Build mega brand awareness and brand love
• Lead brand VI guidelines
• Ensure successful landing in silver cohort with measurable KPIs in silvers specific channels.

Functional nutrition owner

• Identify functional nutrition consumer needs and design Quaker’s strategy to anchor this market with superiority
• Take lead in innovation strategy and pipelines for this segment
• Develop consumer centric communication strategy
• Lead R&D to own Quaker’s right to win in technology which is consumer relevant

Leverage official organization CNS (China Nutrition Science) to build Quaker’s superiority and trust

• Lead gut health territory development with CNS & nutrition science
• Engage CNS with education programs and maximize Quaker awareness and credibility
• Leverage CNS in all consumer touch points

Qualifications

• Bachelor and above, at least 8 years of brand management experience
• Strong track record of delivering growth
• Expertise in setting and driving the base business agenda
• Strong communication and equity experience
• Strategic leadership and comfort with ambiguity
• Excellent Knowledge of Marketing processes and systems (Product / Brand Development, Consumer / Trade promotion, Advertising & Creative, Brand P & L Management, Value & Pricing Management, Trade Marketing, Packaging, Media Planning / Development)
• Strong communication and facilitation skills to lead cross-functional team of senior leaders to aligned strategic priorities, requirements, and trade-offs