- Drive integrated media strategy and plans for Pepsi core (blue) and NS (black) based on the AOP objectives to achieve overall KPIs;
- Lead holistic media plan and execution at campaign basis across all media types including mass media, digital activities, content sponsorship and social seeding;
- Explore and develop innovative media touch points and media models to enhance the brand connection with youth
- Key contact window for internal and external communication for assigned brands’ media strategy and plans.
Develop digital and OOH innovation:
- Explore the opportunities with mega media partners such as Tencent, Alibaba and Douyin for E2E solutions for all beverage brands;
- Develop digital interactive campaigns with cutting edge technology on top media platforms for Pepsi thematic campaigns
- Create innovative media model for Pepsi music platform via high-tech approach
- Explore innovative OOH formats for long term build equity building
- Drive integrated media strategy based on media trend/consumer insights for assigned beverage brands;
- Work closely with media/social agencies and cross-function teams to develop integrated media plans and ensure the seamless execution;
- Act as a key contact window for internal and external communication of media campaigns including media brief, media plan, media KPI setting, spotplan, media execution and campaign review;
- Manage media budget and ensure the usage on track;
- Drive media efficiency on the understanding of the role of different media and their impact on business;
- Lead digitalization pilots for assigned beverage brands to improve and optimize the efficiency via cooperation with CEM team;
- Identify and develop innovative or unique digital media opportunities to build brand occasional salience;
- Make forward-looking recommendations on media strategy and digital/OOH innovation.
- 8 years+ experience in China marketing/media industry
- F&B industry experience preferred
- Bachelor degree or above
- A proven track record of integrated media campaigns across all media platforms including digital and mass media. Digital/social experience for youth brands is preferred.
- Programmatic buy experience of PD/PDB
- Media agency management experience
- Be creative and innovative
