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:

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.
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: