Brand Manager Lay s
About This Role
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
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