Mr. Hsiao currently oversees marketing operations for Lay’s. Since joining PepsiCo, he has led his team to drive brand equity enhancement and product innovation, enabling sustainable business growth through strategic market positioning. With a deep focus in FMCG industry, Mr. Hsiao has over 16 years of experience in marketing innovation, brand management, and product development, working extensively in markets across China, the United States, and Europe. Previously, Mr. Hsiao worked at Procter & Gamble and is a graduate of the University of Michigan, Ann Arbor.
This session will delve into Lay's marketing innovations and product upgrades over the past year. From Lay's 24H Spring Harvest Potato to Lay's Deep Ridged, Lay's has established a unique and irresistible brand value through strategic market positioning and sharp consumer insights. As a result, consumers not only feel passionate and expectant toward the brand, but also remain loyal to Lay's across a variety of snacking occasions.