About PepsiCo

PepsiCo is one of the world's leading food and beverage companies, with a diverse portfolio that includes iconic brands like Lay's, Pepsi, Gatorade, and Quaker. Operating in over 200 countries, PepsiCo employs more than 300,000 people globally and generates annual revenues exceeding $90 billion. In China, PepsiCo has a strong presence, particularly with its Lay's brand, which dominates the savory snacks market. The company is committed to sustainable growth, innovation, and delivering joy to consumers through bold flavors and engaging experiences. As a Marketing Manager for Lay's Brand in Shanghai, you'll contribute to this legacy by shaping strategies that resonate with China's dynamic young consumers.

Role Overview

This newly created Marketing Manager position for the Lay's Brand in Shanghai is pivotal in executing the mega brand consumer engagement plan and building total brand equity. Reporting to senior marketing leadership, you'll support strategic business analysis, drive creative excellence, and lead end-to-end (E2E) mega campaigns involving new product development (NPD) and global alignment. This role demands a blend of analytical prowess, creative vision, and influential leadership to orchestrate cross-functional teams, including media, insights, sales, GTM, R&D, and operations. Based in vibrant Shanghai, you'll play a key role in elevating Lay's as the go-to snack brand for China's youthful, digitally savvy demographic.

Strategic Impact

Your work will directly influence Lay's growth in China, one of PepsiCo's fastest-growing markets, by identifying opportunities, solving brand challenges, and delivering distinctive consumer experiences.

Key Responsibilities

The role encompasses a broad scope of high-impact duties designed to propel Lay's brand forward:

• Design and deliver Lay’s mega brand consumer engagement strategy, including total engagement plan strategy planning and landing, while developing business models and securing cross-functional endorsement.
• Elevate Lay’s brand distinctiveness by identifying problems-to-solve and crafting brand-building strategies targeted at young cohorts, encompassing media, social plans, and innovative communication.
• Evolve creative excellence through full leadership of quarterly campaign planning, execution, and team capability building.
• Design elevated brand experiences via full-year cross-brand collaboration plans and take ownership of E2E mega campaigns with NPD and global management.
• Monitor business momentum, analyze competitive landscapes, and identify issues or opportunities to drive growth, ensuring on-time-in-full (OTIF) delivery and global-local alignments.
• Engage and influence cross-functional and global partners—such as media, insights, BU & MU sales, GTM, R&D, and operations—to foster business growth.

Qualifications & Requirements

To succeed in this dynamic role, candidates must bring a proven track record and essential competencies:

• 8+ years of proven experience in marketing, preferably within the FMCG sector.
• Independent project leadership skills to unite cross-functional teams for OTIF delivery.
• Strong creativity and hands-on experience driving creative excellence to pioneer new brand communication methods.
• Powerful influential skills for managing cross-functional and global partners.
• Professional working proficiency in English (mandatory).
• Solid knowledge of marketing innovation, campaign development, consumer insights, and market research.
• Strong data analysis skills, logical thinking, and a clear-minded approach.
• Passion for brand marketing and innovation, coupled with high commitment, accountability, and responsibility.
• Great collaboration, communication skills; creative, open-minded, and digital savvy.

Preferred Experience

Ideal candidates have led large-scale campaigns in competitive markets like snacks or beverages, with a knack for digital trends and youth marketing in China.

Benefits & Perks

PepsiCo offers a premium compensation package tailored to top talent in Shanghai:

• Competitive base salary estimated at $65,000–$95,000 USD annually, plus performance-based bonuses and incentives.
• Comprehensive health insurance, including medical, dental, and vision coverage for you and your family.
• Generous paid time off, parental leave, and flexible working options to support work-life balance.
• Access to state-of-the-art fitness centers, on-site cafeterias with healthy snacks, and wellness programs.
• Employee stock purchase plans and retirement savings matching.

Career Growth

At PepsiCo, career progression is a reality. This role offers exposure to global teams, leadership development programs, and opportunities to advance into senior marketing or brand director positions. Many alumni have transitioned to regional APAC roles or headquarters in New York. PepsiCo invests in your growth through mentorship, training in digital marketing, AI-driven insights, and sustainability-focused initiatives.

Why Join Us

Joining PepsiCo's Lay's team in Shanghai means immersing yourself in a high-energy environment where innovation meets impact. You'll work on blockbuster campaigns that reach millions, collaborate with world-class talent, and contribute to a brand loved by generations. Shanghai's status as a global hub provides unparalleled networking, cultural richness, and professional opportunities. PepsiCo's purpose—Creating More Smiles per Day—aligns with passionate marketers who thrive on challenges and creativity.

Role FAQs

What is the work culture like?

Dynamic, collaborative, and results-oriented, with a focus on innovation and consumer-centricity.

Is relocation support provided?

Yes, for qualified international candidates, including visa assistance and settling-in support.

What tools and technologies will I use?

Advanced analytics platforms, digital marketing suites, consumer insight tools, and project management software.

How does this role fit into PepsiCo's China strategy?

Central to Lay's dominance in savory snacks, driving volume growth and equity in a competitive market.

Is bilingual proficiency (Mandarin-English) required?

English is mandatory; Mandarin is highly advantageous for local stakeholder engagement.