Brand Manager – Lay’s

We Are PepsiCo

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 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

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