Set the integrated insight & analytics agenda of PepsiCo China Digital Commerce, including traditional e-commerce, content e-commerce, value e-commerce , O2O (online to offline), Vertical digital commerce and emerging digital formats.
Lead the next generation digital perfect store design for both EC and O2O
Lead PepsiCo China Content Development via holistic digital/AI solutions
Lead performance marketing in EC & O2O via capitalize shopper/channel/category insights
Lead the digital commerce transformation agenda, e.g. rebalance the shape of growth between digital channels
Detail work scope:
Lead the digital commerce insight, content development and performance marketing team to identify the market structure change, business growth opportunities, barriers from trade & shoppers to shape business vision for both short term and long term
Provide insights based solutions to enable brand marketing, commercial sales, media, IT and finance team to achieve business target through end to end strategy and execution, including SDD, AOP, Quarterly playbook, monthly execution plan, customer JBP, daily precision media planning, etc.
Lead new business models set up and execute with excellence in consumer operation to accelerate sales growth and A&M efficiency, including Omnichannel consumer seeding and conversion, budget allocation optimization, synergized connection between mass media and ecommerce conversion, new occasion building in O2O and conversion efficiency in content EC, etc.
Design the digital commerce transformation roadmap, and release business potential and improve working efficiency through developing digital systems via leveraging artificial intelligence, big data and machine learning.
Gain external customers (like Alibaba, JD, Tiktok, Meituan, Eleme, Hema, JDDJ, etc.) support for the data/insight resources needed for developing and capitalizing digital capabilities, and keep customer wiring at strategic partnership level
Develop digital commerce insight, content development and performance marketing teams’ capability
Qualifications
Qualification:
Passion for consumers; Very strong consumer empathy
10+ years experiences in insights, data analytics, marketing, media planning and other digitalization related areas, with proven record
5+ years experiences as team leader to set the agenda and deliver expected results
The experiences cross FMCG and consulting firms are preferred
Very strong capabilities of decoding business growth drivers via strategic/conceptual modeling
Expert of structuring digital transformation roadmap design and application
Familiar with qualitative/quantitive research methodologies
Proficient in translating insights into business actions
Can work under significant pressures and good at multiple tasking