Main Purpose Main Objective : Set the overall marketing objectives and strategies for PepsiCo Beverages categories. This would entail development and growth of existing local and international brands as well as develop feasibilities for introduction of new locally relevant product platforms.
Major responsibilities entail coordinating the flawless execution of the overall marketing calendar. To anticipate consumer trends and opportunities in the relevant segments and propose strategies and programs to realize those opportunities.
To actively monitor the A&M budget and report the status periodically. Maintain & grow volume & share KPI’s as per AOP.
Oversee development, coordination and deployment of marketing plans to achieve short terms & long term brand and business objectives (Revenue, NOPBT, GP, Market Share, Sales, Consumer & Retail KPI’s)
Administer execution of marketing plans & strategies and align with relevant functional Heads / Teams to ensure prompt flawless execution
Monitor, review and report on all marketing activities and results and manage the productivity of marketing plans & projects
Management of 4 Ps (Product, Price, Placement, Promotion) for respective Category brands
Ensure strategic alignment between the brands global & local strategies in collaboration with Business Unit and Regional / Global teams
Supervise Brand Managers’ management of the entire product line life cycle from strategic planning to tactical activities
Act as the main interface for the Purchase, Sector, Regional and BU marketing team. Collaborate with BU and Regional Teams in execution of market researches and misc.
marketing activities within the MU
Oversee preparation & monitoring of the Brand budget and evaluate recommendations of Brand Managers for spending on marketing initiatives
Supervise brand communication development, media planning and research activities across all brands
Evaluate recommendations of Brand Managers on marketing support impact on Brand Performance
Develop capabilities of Advertising, Media Buying & Research agencies to support brand plans and ensure their best in class execution
Lead development of volume plans based on brands / initiatives, regions & outlets etc. in close coordination with Head of Marketing, Senior Franchise Director and bottler partners .
Ensure close collaboration of Brand Managers and Category Development Managers in planning of in-market activities and ensure alignment with Franchise function for flawless execution
Support the Head of Marketing in finalizing the annual operating plan (AOP). Lead strategic discussions on portfolio / brand plans for the AOP
Support the leadership in finalizing strategy for investment growth plan (IGP). Lead strategic discussions on portfolio / brand strategy for the IGP
Supervise, support and provide mentoring / guidance to direct team to develop team capability and enable team to deliver strong results with passion
Work with Direct Reports to identify their key skill sets and aspirations and help set their CDAP direction accordingly
Ensure implementation of effective controls leading up to fair and transparent business practices for marketing function
Close coordination with BU Marketing Director to devise medium and long term business strategies
Oversee consumer and customer insights agenda for Beverages Category to better understand the external, competitive and retail landscape
Evaluate recommendations of Business Development & Insights Manager for syndicated and customized consumer / retail research projects aimed at better market understanding and robust product development journey
Qualifications / Requirements
Key Skills / Experience Required
Masters in Business Management
10+ Years of work experience in FMCG especially FMCG set up