Cтарший Бренд Менеджер в PepsiCo

Job Description

PSP development

Conrtubute to Long Term strategic plan development for respective brands. Prepare nessesary analytics in order to form data driven recommendations

AOP / ACP

Contribute to brand Annual Operation Plan development, leading brand performance analysis and giving clear recommendations on how to achieve brand targets. Help to identify opportunity areas regarding brand building, engaging consumers and in-store execution
Provide solid vision of Marketing Calendar including all marketing activities for the coming year that will delvier annual objectives
Lead execution of AOP projects within approved budget in order to ensure sales and market share target achievement

Brand building and Consumer engagement

Prepare, align within the organization and present recommendations on brand development, including price-promo strategy, assortment reco, consumer / shopper support project, including customer programs
Responsible for annual Marketing plan building & execution for respective brands with the guidance of Marketing Sr Manager of Juices BU to deliver the aligned business objectives
Leads brand communication ammunition development 360 using consumer data
Contribute to media strategy development, lead media planning and execution
Track current consumer trends together with Insights team, new approaches in marketing activations and propose how to incorporate them in brand plans
Analyze competitor activities to ensure we properly respond to those
Develop and execute with the team all marketing activities throught the year
Develop and execute tailored activations based on channel\\customer\\shopper needs (e.g. Tander Big single category tailor-made activation)
Manage cross-functional teams for respective activities

In-store activations and execution

Support sales execution teams with all necessary instruments to win in store by developing:

In store POS
Shopper activations mechanics
Toolkits for NPD launches
Selling stories for NPD/PROMO to customers

Participated in sales quarterly meetings and present brand agenda. Prepare Infopacks and other Sales communication tools for respective portfolio
Involve SA & SE in NPD launch process, align launch targets and contribute to flawless listing
Identify & align in store opportunities for respective brand

Brand and business performance tracking and analysis

Monitor and analyze brand performance data (market data, consumer data, media information, ad hoc promotion performance) to evaluate achievement vs targets and to propose corrective measures and learning’s for future activities

Manage Insights agenda for respected portfolio

Initiate and coordinate market research projects in collaboration with Insights department in order to build deep consumer understanding and identify growth opportunities for the brand

Manage A&M Budget

Give input into the A&M budget planning and track ongoing to recommend remedial action in accordance with areas of responsibility
Fully manages total Brands budget as well as marketing budgets for specific Marketing programs, with effective tracking and control
Controls ROI and gives recommendations on its improvement.

Manage x-functional working parties and 3rd party relationships

Communicate marketing initiatives to other functions (Sales, Ops, S&D) to ensure flawless approval of the projects and best in class execution of activities
Promote brands within organization across various channels, ensuring brand is well represented at company forums and activities

NPD leadership

Initiate & lead NPD process from G0 to G5, including gatekeeping process management
Lead from G3 to G5 NPD projects from Innovation Team
Lead alignment with cross functional teams and management team (up to Category GM)
Leads customer specific NPDs, In&Outs development
Manage productivity agenda for respespective brands

Human resources management

Qualifications/Requirements

Higher education; fluent English as business language
Minimum 7 years of experience in Marketing
Proven track record of successful cross-functional and cross-agency leadership
Strong functional marketing experience, including sufficient contribution to strategy development, communication platforms development, advertising and media management, strong marketing activations 360 creation & execution experience (crucial for end-to-end role scope) and a track record of taking business projects from concept to delivery
People management skills (the role assumes independent management and deveoplment of the team of 2 DRs)
Strategic leadership – strategic thinking skills and ability to independently identify & execute opportunities for brands development (as role assumes full leadership of 3 brands end to end)
Experience in NPD launch (the role assumes active NPD agenda leadership from G0 to G5)
Good understanding of consumer, shopper, customer and market environment
Marketing, brands, media and shopper/customer aware – high awareness of societal, consumer (incl digital marketing), shopper and customer trends.
Portfolio management and revenue/P&L management understanding at sufficient level
Ability to efficiently & accurately manage significant A&M budget
Strong communication & interpersonal skills, good influencing skills. Ability to gain alignment cross-functionally and leverage resources to achieve results.
Good time-management and organizational skills – ability to prioritize and run multiple projects at the same time.
Strong verbal and analytical skills (able to analyze and draw conclusions quickly from data).
Executive presentation skills.
Ability to build effective network and closer cooperation with sales/trade marketing/marcom/insights

Apply:

https://www.pepsicojobs.com/main/jobs/212891BR

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