Overview:
This role is designed to establish and lead the licensing and merchandising as a profitable consumer engagement and brand growth engine for the Lay's mega brand. The Marketing Manager holds full accountability for the end-to-end Merchandising & Licensing business and P&L. This position requires strategic leadership to develop sustainable business models, design immersive brand experiences, and drive commercial success through seamless operational execution and innovative product strategies, ultimately solidifying the brand's market presence and achieving long-term business objectives.
Responsibilities:
- Merchandising & Licensing Strategy, P&L, and Deployment: Formulate and execute the overall Merchandising & Licensing strategy. Own the P&L for this business vertical, leading the planning, development, and deployment of licensed products and brand merchandise to drive revenue and brand equity. (Decision: Accountable; Impacted: Product Development, Legal, External Licensees)
- Cross-Functional Leadership & Strategic Influence: Initiate, engage, and influence cross-functional and global partners (e.g., Operations, Finance, R&D, Global Brands, Legal) to secure resources, align strategies, and ensure the OTIF delivery of all store and merchandising initiatives. (Decision: Consulted/Informed; Impacted: All relevant internal and global functions)
Core KPI:
- Elevate Lay’s brand distinctiveness
- Uplift Brand and campaign earned media
- Establish sustainable business model for merch and licensing
Qualifications:
- Integrated Retail & Commercial Leadership: 8+ years of progressive experience in marketing, with a significant portion in roles involving retail operations, P&L management, and merchandising/licensing within a consumer-facing brand (FMCG, lifestyle, or retail industries preferred). Proven track record of managing a multi-million dollar business.
- Business Acumen & Financial Savviness: Strong understanding of P&L management, budgeting, and financial analysis. Ability to develop business cases, manage A&M budgets, and make data-driven decisions that balance brand building with stringent financial performance.
- Merchandising & Licensing Expertise: Solid knowledge of the end-to-end product development and licensing lifecycle, including strategy, partner management, product design, forecasting, and distribution.
- Professional English Proficiency is essential for effective communication within the global matrix environment.
- Interpersonal skills
- Creative excellence
