Brand Manager Lay s PepsiCo

Execute transformation of Lay s including positioning in the anchor demand space, product attribute enhancement, flavor range revamp, innovation pipeline, capability strengthening, delivery of impact & stakeholder management

Work closely with the Senior Marketing 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, liaising strongly with internal stakeholders (Sales, Marketing, R&D and Mfg.) to drive initiatives across product attribute enhancement, revamped flavor range, LTO & innovation launch pipeline, marketing planning & commercialization

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

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

Conduct robust cost benefit analysis for each initiative under Lay s 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 of a rewarding, bold snack during solo gaming/online chatting

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 Saudi-specific gaming activations (ad copies, POSM, packaging)

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

Work with agencies for product research, activations for gaming platform (both ATL & BTL) & promotion plans

Manage approval process (packaging, promotion) 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, lift & shift opportunities, product enhancement & flavor range revamp 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 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

3-5 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.

Led new brand/sub-brand launch hands-on

Drove strategic direction in creation of extensive & detailed brand plans

Oversaw & managed BTL activities like pack design, PR, digital & shopper

Involved in selection of appropriate creative agencies to drive marketing agenda