Brand Manager - Lay’s

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 & government 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 premier institutes preferably related to Business
• 3–5 years of experience
• Prior FMCG brand marketing experience

Competencies

• Brand building & activations
• Hand‑on launch of new brand/sub‑brand
• Comprehensive brand plans & granular marketing activity calendars
• Management of BTL activities like pack design, PR, digital & shopper marketing

Stakeholder Management

• Strong cross‑functional collaboration
• Exposure to internal commercial, financial acumen including brand P&L awareness
• Project management skills and ability to drive multiple projects through business stage‑gate process
• Experience of 3rd‑party agency management
• Strategic direction in creation of extensive and detailed brand plans
• Oversight & management of BTL activities (pack design, PR, digital & shopper)
• Selection of appropriate creative agencies to drive marketing agenda

Equal Opportunity Employer

We are an equal opportunity employer and comply 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.