Overview As we continue our business vision for Greater China for 2030, it is important for us to continue driving our business and elevating our brand & product superiority across Lay’s platforms. As we continue to elevate product superiority to meet unmet consumer needs, we need to further stretch our innovation capability and create breakthrough innovation to drive incrementalist. We intend to increase the quantity of the innovation and focus more on reframeing innovations to create stepchanging consumer experience. At the same time, we need to further strengthen the total Lay’s brand architecture to ensure we maximize the growth opportunities across platforms, accelerating growth with the core business and unlocking incrementality beyond core. To drive efficiency and effectiveness, we would like to create new role Brand Architecture + Innovation leading upstream design for the total Brand, including the design and delivery of innovation pipeline, step-changing our innovation capability and upgrading the Brand Architecture for total Lay’s. Responsibilities Future Innovation Design and deliver innovation pipeline for the Lay’s Brand, enabling 10% contribution of the total Lay’s business growth Identify and unlock incremental growth opportunities through deep consumer insights and JTBDs analysis Step-change the innovation capability by unlocking reframe and breakthrough technologies Enable technical readiness (Gate 2), enabling timeline needed for ongoing brand plan, for identified reframe and breakthrough projects Brand Architecture Develop strategic framework for total Lay’s across platforms Identify key JTBDs for each platform and consumer passion points, defining the scope of total brand experiences Develop Lay’s Brand Creative canvas to enable iconic and consisten branding across platforms Serve as the foundation across other core teams, enabling efficiency in brand building and in-market executions. Innovation Pipeline -Construct 3-year innovation pipeline for Lay’s brand by unlocking technical platform and consumer ideas based on consumer demand spaces and JTBDs. -Identify key JTBDs / demand space to enable sufficient incrementality for Lay’s total brand -Develop lighthouse vision and key innovation milestones for core consumer JTBDs -Identify consumer insights / trends to enable innovation and brand ideas for each innovation milestone. -Transform the consumer needed to technology platforms needed and enable technical readiness. -Qualify product prototypes (technically and with consumers) to demonstrate right to win and size of price. Reframe Innovation across Platforms -Develop product strategy serving consumer JTBDs and business opportunity. -Enable technical readiness for each technology platform. -Qualify consumer concepts to unlock product and consumer ideas. -Identify key consumer cohorts and source of volume for each project. -Identify incrementality/growth opportunity to evaluate size of price of each project. -Develop and qualify winning prototype for each project. Brand Architecture -Develop strategic framework of total Lay’s brand, across all platforms -Develop creative canvas to enable iconic brand building and communication strategic -Identify the role of PC and each platform per consumer JTBDs -Identify key consumer passion points (in collaboration with platform leads) for brand experience design -Identify the key strategy for brand growth to guide innovation pipeline and where to play in the market Qualifications Consumer Insights: Able to identify deep consumer insights and transform them into impactful product and/or commercial innovations. Strategic Thinking: Able identify key opportunities to enable business and category growth. Leadership: Strong leadership to deliver execution excellence with cross-functional teams and agency partners Ownership: Be the Go-To person for the platform. Passionate, self-motivated with a strong sense of responsibility and commitment Creative Excellence: Able to generate inspiring, engaging, and breakthrough content that can elevate total brand equity, drive brand penetration and enable category growth.