Mission of the role
As the co-owner of Aptamil Profutura portfolio, this role will be at the frontline to drive our ambition to be market leading in the most scientifically breakthrough and ultra-premium baby formula space targeting highly sophisticated post 90s, 95s, 00s mums.
It's a critical role to bring to market superior NPD pipeline and winning value propositions to drive long term sustainable UPRE category growth
Areas of responsibility:
Deliver long-term PROFUTURA strategy & value proposition
I. Co-build Profutura range strategy and translate it into winning proposition, ladders and other key brand assets such as VI and product message house, from total portfolio to product specific.
Develop long-term PROFUTURA portfolio and NPD
I. Bring innovation pipeline to live to drive UPRE growth agenda
II. Lead in-depth consumer/category/competitors understanding, to generate China-for-China innovation ideas.
III. Secure successful IPRO innovation process and mobilize cross team and global resources to achieve on-time gate approval and on-time launch.
Develop long-term Digital Health Tool portfolio
I. Build DHT portfolio for Aptamil service enhancement
II. Lead the development and ensure the implementation of DHT development
III. Enrich brand message house by DHT enabled claims
Partner closely with local BU marketing
I. Deliver the RTM & launch plan for new product launch
II. Ensure the implementation of overall brand strategy and communication
III. Understand the current business performance, integrated marketing plan, consumer feedback etc. to optimize further brand innovation strategy
Be the voice of the CN innovation to the global team
I. Champion China's voice in global forums for Profutura innovation
II. Collaborating on globally led brand design and innovation projects
Functional Competencies:
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Proven track record of successful innovation projects and experienced in NPD process. Familiar with stage gate methodology preferred
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Strong analytical skills to extract meaningful insights for brand value proposition, innovation and product story.
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Effective collaboration with S&I team and research to support projects
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Be creative and have developed superior brand assets including but not limited to product stories, message house and visual assets.
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Ability to translate complicated technology into easy-to-understand consumer language.
Qualification, Knowledge & Experience
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Minimum university graduate.
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4-6 years of mkt experience within FMCG/related industry or infant nutrition, functional food companies. IMF category background is preferred.
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Experience in managing international/global communication.
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Good skill of market trend understanding and consumer insight generating.
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Creative in brand VI /assets and CVP
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Fluent in English and Mandarin in verbal and in written