Brand Associate Manager
Job Description
<strong>Overview</strong><p><br></p><strong>PepsiCo’s strength is its people. Winning together is all about respect for one another’s unusual traits, backgrounds, perspectives and experiences. Our teams reflect the diversity of our customers and our communities, breaking down barriers and winning awards.</strong><p><br></p><strong>Around the world, we’re working hard to give people the tastes they crave and the nutrition they need. We dream globally and act locally, constantly innovating to sustain our planet, our people, our communities and our business practices. As a global food and beverage company with brands that stand for quality and are respected household names such as Quaker Oats, Tropicana, Gatorade, Lay’s and Pepsi-Cola, we are committed to Performance with Purpose; pushing to be best and fully committed to the people we share the planet with.</strong><p><br></p><strong>Are you ready to explore PepsiCo and be part of this iconic multinational? Seize the day for real life on the job Learning? Enjoy some flexibility that will ensure you are balancing your personal and professional life?</strong><p><br></p><strong>Our employees are at the heart of PepsiCo. Through the Company’s dedication to Talent Sustainability, we continue to support the development of employees. A possibility, our employment brand, reinforces our dedication to our people; enabling them to reach new heights in their careers and becoming truly world-class talents. PepsiCo is universally recognized as one of the best companies in the world for leadership development.</strong><p><br></p><strong>Supervise the overall functions of the Warehouse and ensure Sales are served in line with company.</strong><p><br></p><strong>Responsibilities</strong><p><br></p><ul><li>Execute transformation of Lay’s Core including positioning in the anchor demand space, product & flavor enhancement, capability strengthening, delivery of target impact & stakeholder management</li><li>Work closely with the Brand Manager ensuring regular updates, escalations & de-bottlenecking in-line with overall governance structure as defined by the organization</li><li>Lead cross-functional projects for Lay’s Core, liaising strongly with internal stakeholders (Sales, Marketing, R&D and Mfg.) to drive initiatives across product attribute enhancement, enhancement of flavor range & delivery, marketing planning & commercialization.</li><li>Perform regular follow-ups with distributors to track sales progress & flag gaps</li><li>Actively track financial performance of the brand and highlight risks/ gaps to the leadership</li><li>Conduct robust cost benefit analysis for each initiative under Lay’s Core to ensure overall economics are in line with organization objectives & are not profit dilutive</li><li>Support in insight development, performance tracking and identifying opportunities for growth of the portfolio</li><li>Assist in the development & execution of annual brand and communication plan to deliver brand targets, in-line with brand codes of a joyful snack to enhance family connect moments</li><li>Proactively manage brand’s A&M budget to ensure sufficient campaign funding with keen-view of overall brand budget</li><li>Work closely with the sales team on account specific and national on-pack promotions and activations – Translate local knowledge to engaging “uniquely Saudi” brand activations (ad copies, POSM, packaging)</li><li>Act as a “guardian of the brand” ensuring all local executions are in-line with PepsiCo standards</li><li>Work with agencies for product research, activations for “screentime” & “football” platforms (both ATL & BTL) & promotion plans</li><li>Identify & work closely with “screentime” & “football” platform partners to enhance equity; Extensively work with agencies to identify & onboard relevant brand ambassadors</li><li>Manage approval process (packaging, promotion) with agencies, suppliers & govt authorities</li><li>Lead on ground analysis of consumer behavior, market trends & competitor activity to identify potential growth opportunities</li><li>Drive innovation agenda for brand portfolio, core product enhancement opportunities & flavor enhancement initiatives in collaboration with insights, research and production teams</li><li>Align field operations to marketing calendar & provide support</li><li>Monitor & report on industry / category best practices – through competitor benchmarking</li><li>Develop & communicate channel specific initiatives with GTM team & salesforce, with focus on driving growth of new pack to enhance shareability; collaborate & support them throughout execution</li><li>Work closely with DX function for execution of trade / consumer offers customized with a channel-tailored agenda</li></ul><p><br></p><strong>Qualifications</strong><p><br></p><strong>Experience/Education</strong><p><br></p><ul><li>Graduate/Post-graduate from premiere institutes preferably related to Business</li><li>5-8 years of experience</li><li>Prior FMCG brand marketing experience</li></ul><p><br></p><strong>Competencies</strong><p><br></p><ul><li>Brand building & activations</li><li>Led new brand/sub-brand launch hands-on</li><li>Created & executed comprehensive brand plans & granular marketing activity calendars</li><li>Managed BTL activities like pack design, PR, digital & shopper</li></ul><p><br></p><strong>Stakeholder management</strong><p><br></p><ul><li> Strong cross-functional collaborator</li><li> Exposure to internal commercials, financial acumen including brand P&L awareness</li></ul><p><br></p>Project management<p><br></p><ul><li> Strong project management skills and ability to drive multiple projects through business stage-gate process</li><li> Experience of 3rd party agency mgmt.</li></ul>
