Brand Marketing Manager

4 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.
- Drive strategic transformation initiatives and outcomes for the brand
- Lead brand strategy through rigorous planning, execution and monitoring marketing activities - to drive sales and share growth in line with overall corporate strategy and ambition

**Responsibilities**:

- Manage transformation of Tasali including positioning as quintessentially Saudi brand in the anchor demand space, launching localized flavors, capability strengthening, delivery of target impact & stakeholder management
- Incorporate global best practices in marketing & branding efforts to enable a strong positioning for Tasali
- Create overall strategy for launch of new flavors, enhanced product & communication campaigns (ATL & BTL) for the brand
- Work closely with the Transformation Management Office Head ensuring regular updates, escalations & de-bottlenecking basis governance structure
- Lead cross-functional projects for Tasali liaising with internal stakeholders (Sales, Marketing, R&D and Mfg.) to drive initiatives across Saudi flavor delivery, soft-extrude innovations, packaging enhancement, marketing planning & commercialization
- Actively track financial benefits of the initiatives and highlight risks/ gaps to the leadership
- Own insight development, performance tracking and identifying opportunities for growth of the portfolio
- Work closely with BU marketing team to shape innovation plans on flavors, packaging, etc. to drive strong growth
- Responsible for development & execution of annual brand and communication plan to deliver brand targets ensuring fidelity to overall brand communication strategy
- Collaborate with the sales team on account specific and national on-pack promotions and activations; Ensure incorporation of locally inspired, “proudly Saudi” elements to all activations
- Manage contractual process with suppliers - finalizing deal, required approvals
- Liaise with creative, digital and media agencies to manage brand and social media channels basis consumption pattern of target customer, in-line with brand codes a quintessentially Saudi snack with local flavors to uplift mealtimes
- Define, lead & execute brand partnerships & sponsorships with third parties/partners to enhance equity in “National Pride” platform
- Partner with marketing services team on media properties to amplify brand message & break clutter
- Manage existing product packaging updates and NPD pack designs ensuring the brand identity is adhered to
- Partner with Trade Marketing to drive Trade Marketing agenda & execute retail marketing programs
- Analyze consumer behaviour, market trends & competitor activity to identify potential growth opportunities
- Drive innovation agenda for brand portfolio, core product enhancement opportunities & flavor range enhancement initiatives in collaboration with insights, research, and production teams
- Drive brand positioning to win in anchor spaces - communication codes, securing sufficient A&M for successful campaigns, robust flavor & innovation launch pipeline
- Ensure right channel mix & campaign plans to optimize target consumer reach

Qualifications:
**Experience/Education**
- Graduate/Post-graduate from premiere institutes preferably related to Business
- 10-15 years of experience
- Prior FMCG brand marketing experience

**Competencies**

**Brand building & activations**
- Led new brand/sub-brand launch hands-on
- Drove strategic direction in creation of extensive & detailed brand plans
- Oversaw & managed BTL activities like pack

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