SGPac Foods Marketing Manager

at  PepsiCo

Overview:

• To manage end to end Marketing for Snacks (i.e. Salty snacks such as Potato Chips, Tortilla Chips, Extruded & Pellets etc.) & Quaker (i.e. breakfast cereal, cookies and beverages) Portfolio in SGPAC markets by executing winning brand activation programs working closely with the Regional Marketing Leads.
• To translate brand strategies into well-defined Channel & Category programs & activities to support achievement of volume growth and share ambition & bring to life PepsiCo’s in-store picture of success per channel, per product

Responsibilities:

• Brand-Building/Marketing Strategy Development: Working with regional marketing lead to set long term brand goals and working closely with Commercial Lead to plan and execute in-year action plans to win in Salty Snacks and Breakfast Cereals Category.
• Commercial Planning/Execution: Support Commercial Lead with new commercial opportunities for Snacks and Quaker portfolio to drive additional business.
• Analyze data and partner with Insights Lead in order to facilitate building of Joint Business Plans (JBP) and Annual Operating Plans (AOP) and align with internal team to ensure flawless planning and execution
• Promotion Calendar: Development of trade and consumer promotion calendars which drive profit accretive incremental growth for Snacks and Quaker Portfolio by utilizing agencies and partners. Ensure the execution of the calendar On-Time & In-Full.
• Innovation Calendar: Develop brand expansion roadmap for Snacks and Quaker category products including relevant innovations- product & format to drive profitable growth. Track and ensure timely execution to deliver AOP objectives. Work with Regional Commercialization team to drive product innovations and consumer-centricity in the market.
• Category insights and sales analysis: Collect and analyze Secondary Sales, Retail Audit Volume and Value shares (if available) to understand market & consumer trends and inform decision making. Develop holistic action plans (4P’s) for winning share improving Brand Health & growing consumption.
• Coordinate with regulatory and legal re import requirements, liaise with finance for P&L, align pricing with
• Commercial Lead & develop launch plans for shortlisted products and create channel programs to ensure consistent availability, visibility and accessibility of Pepsico Foods products in-store.
• Marketing Campaign Development and Execution: Development of communications and content around Snacks and Quaker brands that influence consumer behavior. Coordinate advertising development, from identification of
• consumer insight to testing of final assets and deployment. Also, localize any global/regional
• content which is available and meets brand’s strategic imperative. Track and measure success of campaigns executed and use available data and analytics to improve future executions.
• Budget and EMFAR Management: Recommend proper A&M budget based on AOP initiatives to Head of Marketing. Execute Monthly EMFAR Tracking (D&A and A&M) to check total spending progress vs plan and budget. Should also develop and manage Media Plan and work with distributor and agencies to deliver highest efficiency based on Marketing Objective. Strive to deliver higher Working A&M.
• Shopper Marketing: Develop shopper activities to increase baseline sales over previous years. Manage the development of merchandising strategy/direction, including permanent POSM (point-of-sales material) display recommendations, and planogram solutions in line with POP Vision & Objectives and brand vision & objectives.

Qualifications:

• University Degree; preferably in Business Management or Marketing
• At least 5-7 years of Commercial/Marketing Experience (Sales, Consumer, and Trade Marketing); FMCG MNC preferred
• Channel and Category Concepts/Dynamics
• Proven track record in launching new products
• Experience working with several markets (preferred) Experience in Third-Party Management
• Ability to work with multi markets of different cultures

• Brand-Building/Marketing Strategy Development: Working with regional marketing lead to set long term brand goals and working closely with Commercial Lead to plan and execute in-year action plans to win in Salty Snacks and Breakfast Cereals Category.
• Commercial Planning/Execution: Support Commercial Lead with new commercial opportunities for Snacks and Quaker portfolio to drive additional business.
• Analyze data and partner with Insights Lead in order to facilitate building of Joint Business Plans (JBP) and Annual Operating Plans (AOP) and align with internal team to ensure flawless planning and execution
• Promotion Calendar: Development of trade and consumer promotion calendars which drive profit accretive incremental growth for Snacks and Quaker Portfolio by utilizing agencies and partners. Ensure the execution of the calendar On-Time & In-Full.
• Innovation Calendar: Develop brand expansion roadmap for Snacks and Quaker category products including relevant innovations- product & format to drive profitable growth. Track and ensure timely execution to deliver AOP objectives. Work with Regional Commercialization team to drive product innovations and consumer-centricity in the market.
• Category insights and sales analysis: Collect and analyze Secondary Sales, Retail Audit Volume and Value shares (if available) to understand market & consumer trends and inform decision making. Develop holistic action plans (4P’s) for winning share improving Brand Health & growing consumption.
• Coordinate with regulatory and legal re import requirements, liaise with finance for P&L, align pricing with
• Commercial Lead & develop launch plans for shortlisted products and create channel programs to ensure consistent availability, visibility and accessibility of Pepsico Foods products in-store.
• Marketing Campaign Development and Execution: Development of communications and content around Snacks and Quaker brands that influence consumer behavior. Coordinate advertising development, from identification of
• consumer insight to testing of final assets and deployment. Also, localize any global/regional
• content which is available and meets brand’s strategic imperative. Track and measure success of campaigns executed and use available data and analytics to improve future executions.
• Budget and EMFAR Management: Recommend proper A&M budget based on AOP initiatives to Head of Marketing. Execute Monthly EMFAR Tracking (D&A and A&M) to check total spending progress vs plan and budget. Should also develop and manage Media Plan and work with distributor and agencies to deliver highest efficiency based on Marketing Objective. Strive to deliver higher Working A&M.
• Shopper Marketing: Develop shopper activities to increase baseline sales over previous years. Manage the development of merchandising strategy/direction, including permanent POSM (point-of-sales material) display recommendations, and planogram solutions in line with POP Vision & Objectives and brand vision & objectives