Senior Brand Manager Pepsi

Job description

Overview

General Purpose:



The Pepsi Brand activation role in responsible for Crafting strategy for Brand growth and competive win. It is responsible for all activations, partnerships and long term Platform building for mainline and Digital medium. The role is also  responsible for Global alignments and ensuring smooth flow of knowledge and information to and fro

Responsibilities

Main Responsibility Areas / Key Tasks:

 

Lead Pepsi to become the No.1 International Cola brand in India.

1) Digital Transformation while leveraging 1P data for a megacity and demand cluster approach that helps the brand with focused narrow casting approach

2) with collabs being crutial to engage youth, the brand has various partnerships and collaborations like music, fashion, dance for a year round presence. This means this role is resp for cracking these partnerships and also amplifying these thru digital programs

3) 2024 is the start of a never before seen unlock of food program of pepsi. this means leveraging AFH partners, creating E&D food toolkit, onboarding influencer and celebs for the food program and create round the year content of pepsi's assocoiation with food -- Indian food, cuisine , photography are typical to our culture and hence no adapation can happen from existing work

4) with competition aggresively strengthening play on digital, pepsi needs an Always On digital game led by moments and passions. this incumebent is expected to set up the agency team and systems to be able to uplift digital prsence of the brand

5) zero sugar is a global priority and India being the 2nd biggest market in IB has to drive this agenda harder

Qualifications

Key Capabilities / Competencies

 

Tier 1 MBA graduate with 6-8 years overall experience in sales/marketing of a FMCG segment.
Preferably 3-4 years of experience in sales and 2-3 years of experience in marketing.

2-3 years of Brand marketing knowledge, & activation expertise

Strong influencing skills to push activation agenda on-ground, and push Pepsi agenda with platform partners

Attention to detail & strong project management skills

Strong Agility and Resilience

Strong collaboration skills to partner with brand leaders and commercial teams

 

Differentiating Competencies Required

·  New age marketer with creativeity that pans across all consumer touch Points of Digital, On ground and POS
·  A consumer enthusiast who has a pulse on consumer trends, culture and how Youth passion points and Icons are evolving fast- keep pace with the same and evolve the Brand to these trends
·  Ability to create and drive new partnerships with Music labels, Sports communities, Influencers and creators and AFH partners. Should be the face of such partnerships for PepsiCo overall.
·  Strong Digital marketer who can drive First party data led campaigns and Demand cluster led marketing with focus on new age channels like Ecomm, AFH, Quick Comm etc.