Assistant Brand Manager

Overview

We Are PepsiCo

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $79 billion in net revenue in 2021, driven by a complementary beverage and convenient foods portfolio that includes LAY’S , DORITOS , CHEETOS , GATORADE , PEPSI , QUAKER and more. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with PepsiCo Positive (pep+). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people.

Our employees drive our culture. No two days are the same; we are dynamic and full of passionate teams that embrace new ideas through our collaborative spirit. At PepsiCo, we know that our company can only succeed when our associates and the society we serve flourishes. We are committed to fostering a diverse workforce by creating a collaborative, equitable and inclusive space where everyone, regardless of what we look like, where we come from or who we love, has a voice. At PepsiCo we create a Space to be y( )u.

“We are an equal opportunity employer and comply with the with the global human rights policies and equality laws in the countries we operate in, we value diversity at our company; it is an essential part of our success. We do not discriminate on the basis of age, pregnancy or marital/civil partnerships, religion or belief, gender, disability and we are Mowaamah -GOLD certified in Saudi.”

Learn more about our culture and life at PepsiCo: https://stories.pepsicojobs.com/

Job Overview:

• Responsible for ground level execution of strategic transformation initiatives and outcomes for the brand
• Execute brand strategy through rigorous planning and monitoring of marketing activities to drive sales and share growth in line with overall corporate strategy and ambition
  
  

Responsibilities

Execute transformation of Lay’s Gourmet, Lay’s Maxx, Lay’s Stax & other sub-lines including positioning in the anchor demand spaces, product attribute enhancement, capability strengthening, delivery of target impact & stakeholder management

Work closely with the Brand Manager ensuring regular updates, escalations & de-bottlenecking in-line with overall governance structure as defined by the organization

Lead cross-functional projects for Lay’s sublines, liaising with internal stakeholders (Sales, Marketing, R&D and Mfg.) to drive initiatives across product attribute enhancement, flavor revamp, brand restage planning, marketing planning & commercialization

Perform regular follow-ups with distributors to track sales progress & flag gaps

Actively track financial performance of the brand and highlight risks/ gaps to the leadership

Conduct robust cost benefit analysis for each initiative under Lay’s sublines to ensure overall economics are in line with organization objectives & are not profit dilutive

Support in insight development, performance tracking and identifying opportunities for growth of the portfolio

Assist in the development & execution of annual brand and communication plan to deliver brand targets, in-line with brand codes such as -

• Lay’s Gourmet: Premium, indulgent offering for enhanced moments
• Lay’s Maxx: Doubly crunchy, satiating snack with foody flavors
  
  

Proactively manage brand’s A&M budget to ensure sufficient campaign funding with keen-view of overall brand budget

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, sampling)

Act as a “guardian of the brand” ensuring all local executions are in-line with PepsiCo standards

Work with agencies for product research, activations, sampling & promotion plans

Extensively work with agencies to identify & onboard relevant brand ambassadors to amplify communication of key brand codes

Manage approval process (packaging, promotion, sampling) with agencies, suppliers & govt authorities

Lead on ground analysis of consumer behavior, market trends & competitor activity to identify potential growth opportunities

Drive innovation agenda for brand portfolio, core product enhancement opportunities & flavor enhancement initiatives in collaboration with insights, research and production teams

Align field operations to marketing calendar & provide support

Monitor & report on industry / category best practices - through competitor benchmarking

Develop & communicate channel specific initiatives with GTM team & salesforce, with focus on driving reach & growth of new flavors & innovations; collaborate & support them throughout execution

Work closely with DX function for execution of trade / consumer offers customized with a channel-tailored agenda

Qualifications

Experience/Education

• Graduate/Post-graduate from premiere institutes preferably related to Business
• 5-8 years of experience
• Prior FMCG brand marketing experience
  
  

Competencies

Brand building & activations

• Led new brand/sub-brand launch hands-on
• Created & executed comprehensive brand plans & granular marketing activity calendars
• Managed BTL activities like pack design, PR, digital & shopper
  
  

Stakeholder management

• Strong cross-functional collaborator
• Exposure to internal commercials, financial acumen including brand P&L awareness
  
  

Project management

• Strong project management skills and ability to drive multiple projects through business stage-gate process
• Experience of 3rd party agency mgmt.