Assistant Brand Manager - Lay's

Overview

To support the development and execution of consumer-led brand and digital strategies for Lay’s Core & Stax, focusing on portfolio growth, engaging communication. The role ensures alignment with global guidelines, drives cross-functional collaboration, and delivers strong brand performance through data-driven insights and innovation.

Responsibilities

• Build deep understanding of Thai snack consumers, focusing on health-conscious behaviors and lifestyle insights relevant to Lay’s Core & Stax.
• Develop innovation concepts and communication campaigns for permanent refresh projects that align with Lay’s Core & Stax’ brand positioning.
• Collaborate with cross-functional teams to identify market challenges and opportunities, ensuring operational efficiency in execution.
• Coordinate with internal stakeholders (e.g., Regional/Sector teams, Marketing, Sales, Trade Marketing, Supply Chain, Finance, Legal, Corporate Affairs) and external partners (e.g., designers, suppliers, media and digital agencies, influencer agencies) to ensure alignment on brand strategies.
• Define success metrics and conduct post-launch evaluations to optimize innovation and communication performance.
• Support the Innovation Development Lead in building a strong pipeline of refresh projects for Lay’s Core & Stax’ annual operating plan (AOP).
• Ensure excellence in brand plan execution by managing key milestones, tracking performance, and driving continuous improvement.
• Monitor and control A&M spending to stay within AOP targets.

Qualifications

• Master Degree or Bachelor Degree in any fields
• At least 3 years experiences as Product/ Brand, Innovation Development in multinational FMCG companies
• Demonstrate understanding in Digital & performance marketing from strategy into execution
• Strong analytical and project management skills
• Work well under pressure
• Energetic, fast learner with high learning agility, result driven, self-motivated, open-minded, easily to adapt with changes, collaborative, and good interpersonal skill
• Able to work independently and can deal with ambiguity and changing environments.
• Great collaboration skills with high agility to work in teams.
• Good command in Thai and English