Overview The role is designed to unlock AFH new occasions for PEP Foods by developing localized culinary solution and conducting end-to-end brand experience. Key objectives including: - Identify scalable opportunities to embed PEP Foods brands in Chinese food culture - Lead local culinary playbook development by implementing lighthouse projects for identified strategic channels: QSR, theme park, cinema, hotel etc. - Advocate meaningful PEP AFH experiences by planning long-term consumer education strategy - Build brand equity by amplifying brand distinction in AFH channels Responsibilities -Lead the development of local culinary innovation from recipe design to B2B NPD launch; deliver practical playbook to unlock strategic channel opportunity (QSR, Cinema, Theme Park, Hotel) -Be responsible to elevate brand experience and plan AFH communication calendar across all PEP Foods brands (Lay’s, Quaker, Doritos, Cheetos, Bugles), in synergy with brand growth strategy -Accountable for implementing on-site activation, digital content development and social buzz generation for AFH initiatives -Support Sales team to drive incrementality of packaged foods in new channels by generating occasion-relevant consumer education toolkit -Support line manager in exploring new business models in AFH channels Qualifications - 9 years experience in brand building or end-to-end brand management of international F&B brands - Experienced in brand communication strategy development and implementation, including digital communication and off-line activation - Expertise of new product development with solid knowledge of project management - Experience of working in retail business preferred; creative agency (4A) background preferred - Excellent interpersonal skill and presentation skill - Entrepreneurship -Fluent English Differentiating Competencies Required - Resilience and strong mind, not afraid of dealing with ambiguity -Strong collaboration spirit and knows how to mobilize internal resources to drive synergy -Curiosity and excellent learning agility