Overview Quaker China has established slight equity edge but lacks of clear functional superiority to convert consumers. At the same time, Quaker faces challenges in scale due to under educated consumers of oats’ benefit and fierce competition caused by recent years’ capital investments. Thus, Quaker China reset brand strategy to cut through functional benefit clutter in Y2022 to boost the brand superiority and market position. To fully land the strategy and drive business with competitive and defensible brand proposition and equity, we set “Quaker Basic Gut Health platform and Quaker Brand Equity” marketing manager to -As gut health champion to lead whole brand’s gut health study to ignite Quaker China brand proposition and brand compass development and translocate into communication assets across Quaker portfolio, communication and sales channels. -Support line manager to re-proposition Quaker with the new function spike of gut health and ensure all cross functions execute the guideline. And annually refresh the guideline -Engage all cross function to make everyone on the same page for gut health -Be responsible for whole nutrition category’s capability building in nutrition by learning and sharing from external market best practice Besides the brand equity, we have long-term must-win adacnecy category functional nutrition which will long-term contribute 200MM$ business for quaker by Y2032. This position needs to: - Explore functional nutrition business to identify the clear tetorrity and how Quaker to play - End to end own business for a booming product line milky IO Responsibilities Quaker China Gut Health Champion for brand equity building 1.Build up comprehensive gut health knowledge and jointly become expertise with NS/R&D 2.Collaborating with key functions to lead consumer insight and market trend understanding to land gut health 3.Support to initiate Quaker China brand compass to guide communication portfolio and channels 4.Establish and foster a collaborative and entrepreneurial thinking style with cross function team to promote competitive and ownable Quaker brand assets for brand equity building. 5.Brief, consult and manager internal/external agencies in the process of brand assets creation. 6.Engage key business partners include TMKT, Sales team etc to makes sure big team’s commitment for execution about brand positioning. Brand Repropositon 1.Craft the re-proposiiton brief 2.Develop the VI guideline 3.Hold cross functions accountable with training of the new proposition and guideline 4.Annualy refrens the guideline and hold cross functions accountable to devlide the same Quaker image Build nutrition category’s capability in nutrition 1.Monthly get learning from the market for the best nutrition cases 2.Share with team through training or report Functional nutrition business 1.Define the scope of functional nutrition 2.Develop Quaker’s innovation pipeline 3.Develop superior claim and communication 4.Own P&L and explore the profit neutral launch model Lead IO business 1.Identify why this business is successful from consumer POV 2.Develop how to roll out 3.Launch national with efficient launch plan Qualifications 1.Bachelor and above, minimum 6 years of brand management experience 2.Nutrition / OTC category background is preferred 3.Track record of 0-1 business set up is preferred 4.Marketing and commercial acumen 5.Effective influencing and negotiating skills coupled with good problem-solving and analytical capabilities 6.Ability to lead cross-functional team of senior leaders to aligned strategic priorities, requirements, and trade-offs Differentiating Competencies Required Solid knowledge and skill in nutrition categories, how to develop consumer intuitive claim while regulation permits, how to educate consumers functional benefit within regulation allowed scope.