Senior Marketing Manager, Gut Health Platform &Quaker Brand Equity;高级市场经理，肠活力平台&桂格品牌沟通

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

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

•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