Brand Manager: Beverages at PepsiCo

Job Description

Energy & Flavours (Mirinda, Mountain Dew, 7 Up) Strategy Implementation for multiple countries:

• Management and target achievement of product portfolios within leading brands

• Maintain country matrix and understand sales mix of all brands by brand

• Liaise with advertising agencies, country marketing teams and suppliers on advertising and promotional campaigns.

• Lead brands and communication support ensuring brand values, vision, positioning, are adhered to.

• Work cross functionally to ensure strong implementation & brand controls

• Assist with the development LT & ST brand plans & strategy (Strat Plan & AOP, Portfolio) with guidance from Marketing Manager.

• Lead and support the development and execution of local thematic communication, instrumental in localizing and driving brand communication

• Manage and administer brand budgets with approved levels in line with agreed AOP

• Develop monthly dashboards

Strategic Brand Planning /Annual Operating Plan Execution:

• Support and align with the Marketing Manager on the Brands SBP and AOP development.

• Develop Brands marketing strategies to develop objectives and implementation plans to facilitate business unit growth.

• Design, implement, and facilitate annual marketing plan.

• Alignment of plans with the bottlers across markets, ensuring strong implementation across markets

• Identify and evaluate ideas to maximise competitive advantage

Bring the strategy to life:

• Drive alignment on strategy and implementation plans for Energy & Flavour Brands to deliver results: volume-revenue-nopbt.

• Constantly monitor brands performance vs. plan; proactively propose corrective actions if necessary

• Communicate plans to sales, monitors execution, seeks feedback and post evaluates results of promotions

• Drives ATL copy development / adaptation (TV, print, radio, OOH, etc.) and media campaign preparation

• Works with bottlers to drive brand BTL campaign; e.g. grassroots and sampling events, oversees sponsoring and consumer events.

• Owns POS materials and equipment central creative (look and feel) – aesthetics.

• Liaises with partners (creative, media agencies etc.), ensures legal input

• Manages category budget (directly pull; indirectly push)

Manage Multifunctional teams:

• Coordinate and lead the team’s work stream consisting of marketing, R&D, operations, finance, purchasing and external partners.

• Input into joint business planning process on NCB’c / energy with respective bottlers

• Drive alignment with bottlers, franchise teams, support team, Marketing Manager, Marketing Director and LT to get buy-in and commitment.

Capability/ Strengthen and Leverage the Organisation

• Dive into brand history, how they have performed in terms of market share, sales and profitability. Analyse the key drivers of strong / weak performance. Build on learnings to drive brand growth

• Liaise with Marketing Manager on developing programs and best practices

• Takes responsibility on personal growth, functional performance and development objective

• Develop an in-depth understanding of competitors' strengths and weaknesses. Be acutely aware of their activities in the marketplace at any given time.

• Take ownership of every aspect of the brand's performance - sales, cost of goods, gross profit, BMI spending, product quality, presentation, stock availability, etc.

Qualifications/Requirements

• Bachelor's degree in marketing, business, or related discipline as a minimum

• FMCG marketing experience (3 years min within marketing)

• Results driven individual with experience developing brand plans, strategies

• Exceptional critical thinking, problem-solving, and decision-making skills resulting in flawless executions

• Open minded with a collaborative spirit and strong influencing / negotiation skills

• Ability to work as part of a cross-functional team with peers, teams on the ground and leaders

• Excellent written, verbal communication and presentation skills

• Strong conventional media, social media and digital communication skills

• Well-developed social media understanding; strategy, content calendars, KPI’s, proven execution

• Detail-oriented with the ability to manage projects from inception through execution