Marketing Manager: Lays at PepsiCo

Job Description
Accountabilities

• Strategic planning- working closely with Sector Marketing, ensure a brand strategy for 3-5 years is clearly laid out and revised at the beginning of each business cycle
• Brand Calendar- shape and prioritise Lays’ 24 month calendar and 360 campaigns
• Brand identity- partnering with Sector Marketing, ensure localised brand identity is in line with Global best current thinking.
• Accelerating Lays Purpose and Proposition - Develop and deploy the ATL & BTL assets for the New Brand Positioning. Develop through the line campaign and execute a new Brand Proposition for the brand, working with external partners.
• Commercial Ownership – own and drive the Lays’ P&L including delivering target Revenue growth and profitability. Operationally leads Lays’ input into iS&OP via monthly PMRs, Sales alignment and forecasts.
• Go to market – Drive Lays’ channel agenda by working closely with customer, shopper teams and NRM teams to define and implement the right promotional strategy, portfolio priorities, pricing strategy, distribution and visibility initiatives across retail channels
• Performance management – Master knowledge and understanding on performance drivers and performance against key KPIs on brand health, penetration, shares, distribution, volume etc., executing a plan of actions to accelerate performance.
• Innovation – activate Lays’ innovations delivery on time and in full, with impact across all key consumer touchpoints. Build longer-term innovation pipeline partnering with R&D.
• Strategy Planning- ensure alignment with Sector on the 5 years strategic planning, leveraging the most relevant Global work
• Business Planning/AOP - Own and drive Lays’ Planning for Agility initiatives including owning key Snacking occasions moments (cultural, retailer events, calendar) across the year.
• Social strategy and execution – Collaborate with partner agency to develop & execute Lays’ Social strategy including tone of voice and content calendar across the year (local creations)

Qualifications/Requirements

The candidate we are looking for

• You are a strategic thinker: A successful candidate will be able to demonstrate their ability to see the bigger picture/context, a growth mindset and a strong business acumen.
• You have a passion for Purpose: appreciation of and experience with brands that drive growth through Purpose You have a passion for the Marketing craft and for building brands through brilliant communication.
• You are consumer centric: Highly energised by meeting consumer needs, live and breathe consumer
• You are a digital lover: as communication has evolved in digital, you need to be able to understand and shape best in class digital plans, from social media communication to ecommerce.
• You’re a born leader: You’re a self-starter and operate at a high level, with the ability to motivate a cross-functional team and connect readily with senior management. You have a leadership style that encourages thinking outside the box and embraces experimentation. You can manage multiple stakeholders and convince people to do this differently.
• You love to win, and have fun doing it: You can operate with flexibility and enjoy creating a new and different path to growth. You bring a positive mindset to the thought of winning differently.

Experience

• Bcom Marketing, Economy, MBA preferred but not mandatory
• 8-10 years experience in marketing, some FMCG marketing experience required
• Experience in digital marketing
• Line management experience preferred but not essential