Marketing Senior Manager, AFH; 市场高级经理，家外场景拓展

📌 Core Information

🔹 Job Title: Marketing Senior Manager, AFH; 市场高级经理，家外场景拓展

🔹 Company: PepsiCo

🔹 Location: Shanghai, Shanghai, China

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: May 20, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Driving overall business growth on OOH occasion-based penetration via CSD cross brand meal platform
• Leveraging relevant occasions to help drive Gatorade penetration
• Building up penetration and business growth of OOH occasions including eatery channels, key QSR customers, and theme parks
• Collaborating with key customer teams and PBB MU to implement AFH E2E strategies
• Developing integrated approaches and co-marketing campaigns with key customers

ASSUMPTION: This role requires a strategic mindset to lead overall AFH strategies and strong communication skills to manage multiple stakeholders.

📋 Key Responsibilities

✅ Lead total AFH strategies and streamline resource allocation across brand and channels to accelerate OOH penetration and business growth

✅ Develop integrated approach and way of working to collaborate with key customer team and PBB MU to implement AFH E2E

✅ Develop CSD With meal strategy based on occasion demand space to drive cross brand synergy strategies

✅ Develop Eatery channel product portfolio including exclusive innovation

✅ Lead co-marketing campaigns with OPKA (YUM/Dicos/WL. etc) and all key AFH theme parks customers

✅ Develop CSD With meal communication contents, including TVC/ digital engagement/ Social always on and activation /O2O for key customers specifically

✅ Support KA team on KA hunting pitch and develop critical Festival campaigns to drive strong PEP CSD portfolio salience with festival

✅ Manage A&M budget and contracts to assure full alliance with financial control policies and executed accordingly to China region DOA

✅ Support GCR better agenda through packaging transformation, Eatery Glass bottle project

ASSUMPTION: This role involves a high degree of planning and execution skills, as well as strong communication, analytical, and influencing skills.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: 8-10 years of solid brand marketing experience with consumer-centric mindset and strong business sense

Required Skills:

• Strong leadership and communication skills to manage multiple stakeholders
• Solid strategic thinking to lead overall AFH strategies development
• Demonstrated success in developing and deploying activation programs to achieve both equity and volume growth
• Ability to develop creative and cut-through marketing campaigns across channels and medium to achieve brand objectives
• Solid knowledge of traditional Eatery channels and evolving food aggregators
• High degree of Planning and Execution Skills
• Strong Communication, analytical and influencing skills
• Self motivated, disciplined, passionate with the brand
• Sound Knowledge of beverage business fundamentals and franchise model
• Experienced team leader

Preferred Skills:

• Fluency in English and Mandarin
• Experience working with key customers such as YUM, Dicos, and WL
• Knowledge of Gatorade and other PepsiCo brands

ASSUMPTION: Fluency in English and Mandarin is highly preferred for this role due to the international nature of the company and the need to collaborate with global teams.

💰 Compensation & Benefits

Salary Range: The salary range for this role is estimated to be between CNY 400,000 - 600,000 per year, based on industry standards for a senior marketing manager role in Shanghai. This estimate takes into account the experience level, location, and company size.

Benefits:

• Health, dental, and vision insurance
• Retirement savings plan with company match
• Paid time off (vacation, sick, and holidays)
• Employee discounts on PepsiCo products
• Tuition assistance and professional development opportunities

Working Hours: This role requires a standard workweek of 40 hours, with flexibility to work additional hours as needed to meet project deadlines or business demands.

ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate's experience, skills, and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: PepsiCo operates in the competitive food and beverage services industry, with a focus on manufacturing, sales, and marketing of iconic brands such as Pepsi, Gatorade, Tropicana, and Frito-Lay.

Company Size: PepsiCo is a large corporation with over 10,000 employees, providing ample opportunities for career growth and development.

Founded: PepsiCo was founded in 1898 and has since grown into a global leader in the food and beverage industry.

Company Description:

• PepsiCo is a playground for curious people who dare to make the world a better place.
• The company invites thinkers, doers, and changemakers to champion innovation, take calculated risks, and challenge the status quo.
• PepsiCo's associates are the magic ingredient, creating deep connections between people and the company's iconic brands.

Company Specialties:

• Manufacturing
• Sales
• Marketing
• Brand management
• Gatorade
• Tropicana
• Quaker Oats
• Frito-Lay
• Pepsi
• Mtn Dew
• Doritos
• Mirinda
• Pepsi Max
• Tostitos
• Aquafina
• Sierra Mist
• Fritos
• Lipton
• Cheetos
• And 7Up

Company Website: http://www.pepsico.com

ASSUMPTION: PepsiCo's large size and global presence provide opportunities for international exposure and career advancement.

📊 Role Analysis

Career Level: This role is at the senior manager level, with the potential for growth into a director or vice president role within the marketing department.

Reporting Structure: The marketing senior manager reports directly to the marketing director and oversees a team of marketing managers and specialists.

Work Arrangement: This role is on-site, with the expectation to work from the PepsiCo office in Shanghai, China.

Growth Opportunities:

• Advancement to director or vice president level within the marketing department
• Expansion into other regions or brands within PepsiCo
• Development of leadership and management skills through team mentorship and coaching

ASSUMPTION: PepsiCo's large size and global presence provide ample opportunities for career growth and development within the marketing department.

🌍 Location & Work Environment

Office Type: PepsiCo's Shanghai office is a modern, collaborative workspace with an open floor plan and state-of-the-art technology.

Office Location(s): 17F-19F, Gopher Center, No. 757, Meng Zi Road, Shanghai, China

Geographic Context:

• Shanghai is a major commercial hub and the largest city in China, with a population of over 24 million people.
• The city is known for its vibrant culture, rich history, and diverse food scene.
• Shanghai has a humid subtropical monsoon climate, with mild winters and hot, humid summers.

Work Schedule: The standard workweek is Monday through Friday, with the option to work flexible hours to accommodate personal schedules.

ASSUMPTION: Working in Shanghai provides exposure to a dynamic and multicultural environment, with ample opportunities for personal and professional growth.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the hiring manager
• In-person or virtual interview with the marketing director and other team members
• Final interview with the senior leadership team
• Background check and offer extension

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Leadership and communication abilities
• Marketing expertise and industry knowledge
• Cultural fit and alignment with PepsiCo's values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant marketing experience and skills
• Prepare examples of your past marketing campaigns and their outcomes
• Research PepsiCo's brands and competitors to demonstrate your industry knowledge
• Practice common interview questions and be prepared to discuss your marketing strategy for PepsiCo's AFH business

ATS Keywords: Marketing strategy, AFH business, OOH penetration, cross brand synergy, activation programs, co-marketing campaigns, key customers, team leadership, beverage business fundamentals

ASSUMPTION: PepsiCo's interview process is designed to assess the candidate's strategic thinking, leadership skills, and cultural fit for the role and the company.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Marketing automation and analytics tools (e.g., Google Analytics, Marketo, Salesforce)
• Project management software (e.g., Asana, Trello, Jira)
• Design and creative tools (e.g., Adobe Creative Suite, Sketch, Figma)

ASSUMPTION: Familiarity with industry-standard marketing tools and technologies is expected for this role.

👔 Cultural Fit Considerations

Company Values:

• Performance with Purpose: We strive to deliver exceptional results while making a positive impact on the world
• Own It: We take personal responsibility for our actions and outcomes
• Success Together: We work collaboratively, leveraging our diverse talents and perspectives to achieve common goals
• Agility: We embrace change and continuously adapt to a changing world
• Trust: We act with integrity and respect the contributions of every individual

Work Style:

• Collaborative and team-oriented
• Data-driven and analytical
• Adaptable and responsive to change
• Results-focused and accountable
• Innovative and creative

Self-Assessment Questions:

• Do you align with PepsiCo's company values, particularly "Performance with Purpose" and "Success Together"?
• Are you comfortable working in a fast-paced, dynamic environment and adapting to change?
• Do you have a proven track record of developing and executing successful marketing campaigns?
• Can you effectively manage multiple stakeholders and collaborate with cross-functional teams?

ASSUMPTION: PepsiCo's company values and work style are designed to foster a collaborative and inclusive work environment that promotes personal and professional growth.

⚠️ Potential Challenges

• Managing multiple stakeholders and balancing competing priorities
• Working in a fast-paced, dynamic environment and adapting to change
• Developing and executing marketing campaigns on a tight deadline
• Navigating a large, global organization and building relationships with key customers
• Balancing the need for innovation with the constraints of a large, established company

ASSUMPTION: These challenges are inherent to the role and require a strategic, adaptable, and results-driven approach.

📈 Similar Roles Comparison

• This role is unique in its focus on driving overall business growth on OOH occasion-based penetration via CSD cross brand meal platform
• Similar roles in the industry may focus on specific brands or channels, rather than the cross-brand, cross-channel approach required for this role
• Career progression in this role may lead to director or vice president level positions within the marketing department, with the potential for expansion into other regions or brands

ASSUMPTION: This role offers a unique opportunity to drive business growth and make a significant impact on PepsiCo's AFH business.

📝 Sample Projects

• Developing a comprehensive marketing strategy for PepsiCo's AFH business, including integrated approaches and co-marketing campaigns with key customers
• Launching a new product line or innovation in the Eatery channel, including exclusive packaging and promotional materials
• Executing a successful festival campaign to drive strong PEP CSD portfolio salience and increase sales during the festival period

ASSUMPTION: These sample projects are representative of the types of initiatives the marketing senior manager may be responsible for in this role.

❓ Key Questions to Ask During Interview

• Can you describe the marketing team's structure and how this role fits within it?
• What are the key priorities for this role in the first 90 days?
• How does PepsiCo support the growth and development of its marketing professionals?
• What are the most significant challenges facing the AFH business, and how can this role address them?
• How does PepsiCo collaborate with key customers, such as YUM, Dicos, and WL, and what is the expected role for this position in those relationships?

ASSUMPTION: These questions are designed to provide insight into the role's responsibilities, the company's culture, and the team's dynamics.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant marketing experience and skills
• Prepare examples of your past marketing campaigns and their outcomes
• Research PepsiCo's brands and competitors to demonstrate your industry knowledge
• Practice common interview questions and be prepared to discuss your marketing strategy for PepsiCo's AFH business
• Follow up with the hiring manager one week after submitting your application to inquire about the status of your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.