Brand Manager - Lay’s

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 valuediversity 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:

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

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