Danone China

1.       Brand activation campaign development

Develop Integrated Communication/ Campaign Plans that encompasses all relevant touch points to bring value to consumers and to business

Lead the creation of campaign assets ( KV, TVC, H5, etc.) for different touchpoints

Lead multiple agency partners to activate brand campaigns to ensure consistent and on-equity brand message and image delivered to TA, along the full AIPA journey

Brief, execute, monitor and improve multi-layered messages & assets (variety of contents - film, gif's, key visuals, articles, KOL/KOC cooperation content etc., variety of messages, personalized by tribes)

2.       Engage consumer along the decision journey

Observes, listens, connects to consumer & shopper etc. various stakeholders related to brand’s business

Build deep understanding of touchpoints by sub-targets and explore / define the relevant consumer recruitment models

Contribute in brand Integrated marketing plan to deliver brand idea and to drive brand choice

a.       Build deep understanding of touchpoints by sub-targets and explore / define the relevant consumer recruitment models

b.       Well understand digital environment and know how to applicate campaigns into different touch points

c.        Media and touchpoint strategy and execution, ROI management, including hyper-targeting

3.       Drive marketing efficiency and performance

Track KPI performance of each owned project and give out optimization plans

Course correct as required to achieve our challenging but exciting business targets

4.       NPD development and landing

Participate NPD (under 18 months) landing project, cooperating with cross functions eg. Health & Nutrition, Finance, Supply chain, Sales etc.

Functional Competency

5+ yrs Brand marketing experience(if really excellent talent, could be 4 years)

•    A passion for consumers and understanding trends and insights

•    A demonstrated track record in building marketing campaign experience in FMCG as well as in well understanding channel activity & requirement is preferred

•    Well understanding of digital environment including paid media, social media & new emerging APPs

•    A demonstrated track record in NPD projects, experience in baby or nutrition category is preferred

•    Understanding of cross function cooperation eg. with sales channel

•    Strong communication and interpersonal skills

•    Great analytical skills and data-backed decision making

•    Drive and autonomy: you drive for results

•    Having high growth agility and potential to grow to more senior level in a near future.

Leadership

•     Strong commitment to growth, both for business and for team

•     Able to work under pressure and drive for sustainable performance.

•     Ability to communicate with and to influence cross-function , and mobilize internal & external resources to achieve brand ambition

Qualification

•     Minimum university graduate

•     5+ years of mkt experience, baby/nutrition category FMCG company preferred

•     Marketing activation experience is a must

•     Better to have NPD project experience

•     Fluent in Chinese & English