Brand Associate Manager

2 weeks ago

Riyadh, Saudi Arabia PepsiCo Full time

Overview:
**We Are PepsiCo**

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $79 billion in net revenue in 2021, driven by a complementary beverage and convenient foods portfolio that includes **LAY’S ®️, DORITOS ®️, CHEETOS ®️, GATORADE ®️, PEPSI ®️, QUAKER ®️** and more. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with PepsiCo Positive (pep+). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people.

Our employees drive our culture. No two days are the same; we are dynamic and full of passionate teams that embrace new ideas through our collaborative spirit. At PepsiCo, we know that our company can only succeed when our associates and the society we serve flourishes. We are committed to fostering a diverse workforce by creating a collaborative, equitable and inclusive space where everyone, regardless of what we look like, where we come from or who we love, has a voice. At PepsiCo we create a Space to be y( )u.

**Join PepsiCo, dare to transform.**

**Responsibilities**:

- Execute transformation of Lay’s Gourmet, Lay’s Maxx, Lay’s Stax & other sub-lines including positioning in the anchor demand spaces, product attribute enhancement, capability strengthening, delivery of target impact & stakeholder management
- Work closely with the Brand Manager ensuring regular updates, escalations & de-bottlenecking in-line with overall governance structure as defined by the organization
- Lead cross-functional projects for Lay’s sublines, liaising with internal stakeholders (Sales, Marketing, R&D and Mfg.) to drive initiatives across product attribute enhancement, flavor revamp, brand restage planning, marketing planning & commercialization
- Perform regular follow-ups with distributors to track sales progress & flag gaps
- Actively track financial performance of the brand and highlight risks/ gaps to the leadership
- Conduct robust cost benefit analysis for each initiative under Lay’s sublines to ensure overall economics are in line with organization objectives & are not profit dilutive
- Support in insight development, performance tracking and identifying opportunities for growth of the portfolio
- Assist in the development & execution of annual brand and communication plan to deliver brand targets, in-line with brand codes such as
- Lay’s Gourmet: Premium, indulgent offering for enhanced moments

Lay’s Maxx: Doubly crunchy, satiating snack with foody flavors
- Proactively manage brand’s A&M budget to ensure sufficient campaign funding with keen-view of overall brand budget
- Work closely with the sales team on account specific and national on-pack promotions and activations - Translate local knowledge to engaging “uniquely Saudi” brand activations (ad copies, POSM, packaging, sampling)
- Act as a “guardian of the brand” ensuring all local executions are in-line with PepsiCo standards
- Work with agencies for product research, activations, sampling & promotion plans
- Extensively work with agencies to identify & onboard relevant brand ambassadors to amplify communication of key brand codes
- Manage approval process (packaging, promotion, sampling) with agencies, suppliers & govt authorities
- Lead on ground analysis of consumer behavior, market trends & competitor activity to identify potential growth opportunities
- Drive innovation agenda for brand portfolio, core product enhancement opportunities & flavor enhancement initiatives in collaboration with insights, research and production teams
- Align field operations to marketing calendar & provide support
- Monitor & report on industry / category best practices - through competitor benchmarking
- Develop & communicate channel specific initiatives with GTM team & salesforce, with focus on driving reach & growth of new flavors & innovations; collaborate & support them throughout execution
- Work closely with DX function for execution of trade / consumer offers customized with a channel-tailored agenda

Qualifications:
**Experience/Education**
- Graduate/Post-graduate from premiere institutes preferably related to Business
- 5-8 years of experience
- Prior FMCG brand marketing experience

**Competencies**

**Brand building & activations**
- Led new brand/sub-brand launch hands-on
- Created & executed comprehensive brand plans & granular marketing activity calendars
- Managed BTL activities like pack design, PR, digital & shopper

**Stakeholder management**
- Strong cross-functional collaborator

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