达能中国

Mission of the role

Your mission is to find the future fuel for Danone China’s growth for the next 3-5Y beyond existing categories, portfolio and brands.

You will be in the lead to identify and unlock the growth spaces that can bring sustainable, sizeable and profitable growth.

By going deep into understanding new consumer groups, market analysis, assessing Danone right to win assessment and develop winning bundles towards the growth opportunities.

Key Responsibility

1) New category entry strategy:

Identify the growth opportunities for new consumer groups by consumer understanding, market analysis and Danone right to win assessment.

• Growth hacking to identify where to play to bring sustainable, sizeable and profitable growth.
• Deep understanding of the target consumer to find actionable insights
• Mapping of the competitor landscape and assess where there are gaps and match with Danone assets

2) Develop winning bundles towards the identified growth opportunities.

• Develop branding strategy, including brand hierarchy, brand name and brand logo, brand VI etc.
• Develop product bundle (product concepts, key claims etc.) that resonate target consumer and cut through in competition.
• Develop brand guidebook, including brand positioning statement, message house, brand imagery etc.

3) Leverage Agile testing to validate proposition

• Go beyond conventional consumer research to validate Branding, concept, packaging and growth model with speed and agility.

4) Bring the innovation to the market co-working with the CBU teams

• Build early stage business case to size opportunity stage and co-work with CBU team for final bottom up business case.
• Co-lead the innovation project with PM until development phase to ensure on time on quality NPD launch in market.
• Co-work with CBU commercial team to develop RTM model and commercial launch plan.

Qualification ,Knowledge & Experience

• Minimum university graduate.
• 12 years+ of mkt experience, at least 2 years’ innovation management with experience in building up a proposition from scratch
• Solid working experience with international or global team.
• Strong leadership skills and ability to work both collaboratively and independently in a complex network with local and global partners
• Eager to drive for growth and able to mobilize resources to achieve team goals.
• Great communication and interpersonal skills with stakeholders and multi-cross function team.
• Proactive thinking, result-driven.
• Strong analytical and strategic thinking. Able to dive in data, grab relevant and useful information and turn into actionable insights.
• Great sense of early detection of trends and what’s upcoming but combined with a structured way of mapping and analyzing the potential.
• Strong experience with Innovation management especially bringing concepts to markets from scratch.
• Passion and excellent ability to build outstanding brand assets.
• Language: Fluent Chinese and English