В PepsiCo открыта позиция Senior Brand Manager (Lay's).
PepsiCo looking for Lay’s Senior Brand Manager to orchestrate our marketing strategy execution for potato chips portfolio in Kazakhstan & Kyrgyzstan. You will be responsible for developing and implementing innovative and effective marketing campaigns that drive brand awareness, consumer loyalty, and sales growth. You will also manage the marketing budget, analyze market trends and consumer insights, and collaborate with cross-functional teams and external partners.
Key responsibilities include, but are not limited, to:
- Build strategic direction for Lay’s (Category vision, Portfolio strategies, profitability triggers, business model);
- Develop ACP/AOP (including Brand, Innovation, Portfolio management, PPA, country strategies, Pack, Design, Activations, Campaigns, Promo & pricing);
- Define the ‘Master’ calendar; lead Marketing initiatives AOP Calendar;
- Develop Lay’s communication strategy (in co-partnership with RU marketing and Global teams), implement it (including creative development, digital strategy, media strategy, total connection planning, PR, etc);
- Execute Innovation Agenda on the base of Gate approach, including CAPEX;
- Develop and monitor Annual Commercial Operating plan in terms of annual targets (Volume, NR, NOPBT, Brand Contribution; Market Share), tracking its execution (Category monthly meetings, PMR, PBR) , develop short – term commercial actions to achieve or close gaps;
- Manage P&L (volume, pricing, mix, A&M);
- Manage Advertising & Marketing budget (A&M), driving its efficiency.
To be successful in this role, you should have:
- A bachelor's degree in marketing, business, or a related field;
- 5+ years of experience in marketing, preferably in the FMCG sector (an understanding of the snacking category and the Central Asian consumer behavior and preferences is a bonus!);
- A proven track record of delivering successful marketing campaigns across multiple channels/markets;
- Leadership, communication and interpersonal skills;
- Good business acumen and commercial understanding, savviness in net rev management and PnL;
- Strong analytical skills; high accuracy; ability to work with big amounts of data;
- Brand marketing ATL/Digital/Social Media/BTL experience;
- Ability to navigate and influence within diverse matrix structures;
- High passion for brand building and marketing, constant search for new techniques/technologies to make work more efficient;
- Good knowledge of advertising/design/cultural trends;
- Fluency in English and Russian;
- Ready to relocate;
- A willingness to travel frequently within the region and occasionally internationally.
