Marketing Manager - Lavazza

岗位职责
1. Consumer Insights & Portfolio Strategy
· Analyze China’s coffee shop and beverage market trends, competitor activity, and consumer needs.
· Identify growth opportunities for Non-coffee product lines.
· Develop annual product roadmaps, growth strategies, and launch calendars and campaigns.
2. Product Development & Innovation
· Partner with FIT, procurement, RE, QA and quality teams to lead product concepts, formula direction, packaging design, pricing recommendations and online/ offline promotion mechanism.
· Ensure products are scalable from concept to mass production and aligned with brand positioning and food safety standards.
3. End-to-End Launch Management
· Develop Go-to-Store plans, including product positioning, key selling points, menu architecture, pricing strategy, in-store SOPs, POSM, and training materials.
· Lead new product launches end-to-end, ensuring delivery on time, on quality, and on budget.
4. Store & Channel Execution
· Work closely with store operations, LSM, planning and digital channels teams to ensure successful product launches in stores and online channels.
· Track in-store execution standards, coverage, and consumer feedback, and continuously optimize product and operational actions.
5. Integrated Marketing Communications
· Develop and execute integrated marketing communications plans across brand communications, digital/social, KOL/KOC, PR, events, and membership/CRM.
· Increase portfolio awareness, trial, and repeat purchase, and create culturally relevant, talkable beverage products.
6. Business Analysis & Budget Management
· Manage the marketing budget and track key metrics such as sales, gross margin, ROI, repeat purchase, and market share.
· Regularly review business performance and adjust product, pricing, communications, and channel strategies accordingly.
7. Cross-Functional & External Collaboration
· Collaborate closely with global/regional HQ, brand teams, agencies, and suppliers to ensure brand consistency.
· Manage external agencies and partners to drive efficient and high-quality project delivery.
8. IP collaboration and cross-brand cooperation
9. Project Management & Team Collaboration
· Manage project timelines, resources, and risks, and lead or coach junior team members when needed.
· Drive cross-functional collaboration in a fast-paced and ambiguous environment.

岗位要求
EDUCATION:
 Bachelor’s degree or above; majors in Marketing, Business Administration, Food Science, or related fields preferred.
 Fluent English as a working language, with the ability to communicate smoothly with global and regional teams.
 Intermediate-level computer skills and especially good at excel and power-point.
 Good paperwork and presentation skills

EXPERIENCE (and other qualifications):
 At least 8+ years of marketing, brand, or product marketing experience.
 Beverage industry experience preferred (coffee, tea, juice, drinks, chain restaurants, etc.) Starbucks, Luckin, Grid, HeyTea, Chajee, Goodme, Chabaidao brands are preferred; FMCG consumer goods background is also acceptable.
 Proven end-to-end product launch experience, from product development to store/channel execution; familiar with the full NPD and GTM process.
 Deep understanding of Chinese beverage consumers, store operations, and digital communications.

Competence:
 Strong commercial acumen, data analysis, project management, and cross-functional influencing skills.
 Proactive, results-oriented, and able to manage multiple projects in a fast-paced environment.
 Passion for coffee and beverage innovation.
 Good communication skills within and across functions and levels to gain commitment and build partnerships for effective working output.
 Good logical & analytical skills.
 High sense of innovation and motivation to drive changes for continuous improvement.
 Customer-orientation
 Winning attitude under high-pressure
 High personal integrity
 Self-motivated