Brand Manager: Beverages WECA

at  PepsiCo

Overview:

• Leads on the execution of the AOP brand plans along with launching brilliant consumer programs to deliver brand KPIs.
• Builds productive working relationships with Franchise teams, bottlers, commercial teams, Insights, R&D, Category team, Finance, and Supply Chain to manage the brand’s day to day operations.
• Works & manages external agencies to manage PR, sponsorship, activation and channel plans to ensure excellence in execution.
• Supports on pack/price initiatives launch by country along with Innovation Plan in the market place.
• Responsible for supporting in building Brand Marketing Planning (AOP) process.
• Accountable for the brand’s day to day activities including budgeting and monitoring of brand performance.
• Owns and manages implementation of campaigns and activations.
• Deliver approved innovation projects within the PEP within global PEP governance program.
• Assists innovation pipeline visibility & facilitates prioritization within.
• Ensures processes & documentation compliance while tracking and reporting brand performance.
• Ensures that brand plans are executed on time and flawlessly on-time in full by defining WHO, WHAT, WHEN.
• Manage total brand performance tracking & monthly brand audit with commercial team.

Responsibilities:

• Brand Management, Planning & Optimisation
• Improve the competitive strength of the brands and business across the 6Ps.
• Support Brand Management in country:-
• With partners in SC, Finance, and Commercial to optimize (innovation) volume forecasts.
• Optimise the media plan dynamically to maximise impact and ROI.

• Support in delivering the P&L in country.

Develop Local Brand Plans (AOP)

• Use marketing data to identify issues and opportunities to drive brand portfolio growth.
• Develop local growth tasks and measurable objectives, in line with Category Strategy.

• Develop and localise integrated activation brand marketing plans.

Execute Innovation & renovation:

• Execute, track and optimise launches and follow up in Yrs 3+ to establish innovation successfully in the marketplace.
• Support the Snr. Marketing Manager in local innovation portfolio deployment and phasing.

• Support flavour innovation and pack/price initiatives in market.Support local innovation business case development.

• • Lead In market activation
• Design plans and execute brand experiences across touch-points, to drive brand preference and advocacy.
• Leverage power of PR, sponsorship and local activation.
• Planning and management of local digital ‘always on’ eco-system, engage in conversations with consumers through social media.
• Develop media/channel plans in line with guidance from MMM
• Work with commercial to define the local channel, (pricing and trade promotion) strategiesWork with commercial to develop motivating customer plans, to achieve listings, availability and visibility.
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• Budget and control

• Deliver input to Marketing Manager for budget and control

Marketing insights:

• Make connections, combining personal experience (e.g. immersions), market understanding and market/business data to drive actionable insight
• Use marketing analytics and insight to identify in market opportunities

Deeply understand local competitors in order to respond to and/or pre-empt them in the best ways

Qualifications:

• Bachelors’ degree and relevant experience in FMCG.
• Minimum 3-5 years’ experience in sales, trade marketing, insights and/or marketing.
• Strong collaboration/matrix management;
• Ability to translate a brand platform into a best-in-class activation experience (user journey, flow management, interactivity etc.).
• Working knowledge of communication planning, consumer engagement
• Ensuring communication mix are in synergy with brand strategy
• Strong analytical ability and problem solving skills
• Stakeholder management and engagement
• Financial acumen.
• Project Management skills
• Strong communication and interpersonal skills

• Brand Management, Planning & Optimisation
• Improve the competitive strength of the brands and business across the 6Ps.
• Support Brand Management in country:-
• With partners in SC, Finance, and Commercial to optimize (innovation) volume forecasts.
• Optimise the media plan dynamically to maximise impact and ROI.
• Support in delivering the P&L in country