Overview:
CAREERS TO SMILE ABOUT
At PepsiCo, you’ll discover a place where our mission is to create smiles around the world. With a portfolio of more than 500 beloved brands including, Gatorade, Lay’s and Quaker, our work touches millions of people every day.
At the heart of the company is a team of thinkers, creators, and problem-solvers who collaborate to innovate and turn ideas into action. Driven by innovation and a focus on creating joyful moments through food and drinks, our decisions are guided by consumer centricity, creating opportunities for our associates to do meaningful work and make a lasting impact in the communities we serve.
Whatever your role, you’ll be part of a global community that values your ideas and empowers you to make an impact, on your career and on the world around you.
The Opportunity
Your Impact
Hydration + Energy is one of the top PepsiCo’s priorities and is the fastest growing and most profitable category in LAB with huge potential (+US$35Bn). Aligned with Global, we set out to capitalize this growth and double PepsiCo’s presence in the category with a strategic play that addresses regional needs while adapting to local dynamics.
Focusing primarily on the Hydration & Energy brands (Gatorade, Gatorlyte, Sting, Rockstar & Be-Light), this role will lead the development of growth and expansion strategies for the categories across México & Chile. It will act as a regional brand steward and will partner closely with global and local cross-functional partners such as Franchise, Insights, PR, legal, commercialization and design as well as external multi-disciplinary Bottler & Agency partners to develop and execute short- & long-term strategies, consumer engagement plans and innovation platforms. These strategies and tactics must increase our position while delivering sustainable profitable topline and brand equity growth thru building preferred, differentiated and relevant brands to build and expand this business and aim towards business targets.
Develop & execute marketing initiatives, according to Marketing Calendar, from strategic discussion & development, all the way to communication (Thematic campaigns, grassroots, promotions…)
Liaise with LAB category lead and MU on tailoring: a) international and regional campaigns to assure local relevance b) Best practice sharing for bottlers and support the front – line in transfer.
Lead & support the strategic discussion around brand roles and AOP brand priorities.
Responsibilities:
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Aligns with team and BU GM in key business changes during AOP time frame: Key launches delay/ cancellations, A&M trade-offs, consumer pricing needs, major supply / resource trade-offs.
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Develops & leads the deployment and implementation of brand plans within the framework of AOP, in order to deliver annual category targets including brand equity, share, volume, revenue.
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Presents and agrees on marketing plans and calendars for brands
- Drives A&M optimization.
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Leads and owns the strategic discussions & agenda around innovation (product, package, etc. manufacturing)
- Tailors global innovation; both product and key launch programs.
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Governs refresh innovation for maximum leverage of resources and impact.
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Establishes clear governance process for prioritization of innovation across markets and in each market.
- Tailors global brand communication and activation programs, developing clear toolkits
- Develops a ‘Master’ calendar for the category to be leveraged by markets.
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Builds relationships with strategic customers to maximize the organization’s business interests.
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Identifies, coordinate, and disseminate cross-country (+ Global) learnings / best practices.
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Center of knowledge for Energy category.
- Leads the brand portfolio strategy and specifically all aspects of its brand strategy including positioning, guardrails, brand architecture, visual identity and communication big Idea.
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Ensures strategic and executional alignment of brand marketing initiatives creating synergies within LAB, GBG and other global centers of excellence ensuring crosspollination of best practices.
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Proposes and negotiate with Marketing Team initiatives according to local consumer/trade needs and then negotiate with Bottlers the execution as local tactics deployed through the year.
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Supports Bottler relationships together with Franchise Director in all issues concerning the implementation of the marketing agenda for all the brands.
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Supports channels relationships together with Franchise Director in all issues concerning the implementation of the marketing agenda
- Supports alignment of brand marketing strategies
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Evaluates consumer research, market conditions and needs, competitor data and incorporate insights and findings into the brand strategies during AOP process.
- Supports development and alignment with Franchise specific brand initiatives, optimal investments, media plans and execution guidelines for key brands and key countries during AOP process.
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Frequent contact with the agencies. Agency Management: Manage complex project components. Evaluate agency resources / capabilities, identify current and future gaps (resources and processes), and coach the agency to meet the brand's needs – ALL according to brand/category needs
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Supports the flawless execution of marketing programs. This requires coordination and communication with Marketing Manager, Franchise, Sales force, Finance, Bottler and advertising agency to implement plans and to resolve operational problems.
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Supports adaptation of marketing best practices from LAB
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Advises and support coordination of market research to meet market requirements for current and future products, and evaluation of initiatives to guide brand strategy.
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Supports A&M unilateral brand budget management and keeps close track for these expenses.
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Develops and Track A&M trade spending and execution across key customers/bottlers
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Manages marketing spend and align execution with Bottler/Distributors and Franchises
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Performs trade visits to understand customers, consumer and partners’ needs, to incorporate insights into brand strategies and initiatives and meet with local team to review executed initiatives and discuss BOY.
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Analyzes market and consumer research information (CTS, Retail data, Sales, AC Nielsen, etc.), leading to actionable business growth opportunities.
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Coordinates post-evaluation of marketing events through analysis of consumer and consumer data.
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Responsible for supporting Marketing Manager in the achievement of the annual operating plan for the brands involved; major responsibility is in securing flawless.
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Performs trade visits in key countries to understand customers, consumer and partners’ needs, to incorporate insights into brand strategies and initiatives.
- Actively participate in Monthly, Quarterly and Yearly internal (BU & MU) and external (Bottler/Distributor/Retailer) business reviews supporting Regional Director.
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Ensures development and deployment of best practice tools for bottler and distributors
Qualifications:
Who Are We Looking For?
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Masters degree preferred
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At least 8 to10 years of marketing experience in brand and category management with consumer orientation
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Agency management and content development experience.
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Total system economics knowledge.
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Strategic mind set and skilled at setting the agenda
- Highly developed negotiation and influencing skills
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Strong leadership and people development skills
- Strong communication and interpersonal / relationship skills
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Cross functional team managements skills
- Self-starter with ability to work independently- hugh sense of urgency and entrepenurial spirit
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Proven ability to oversee all marketing, advertising and promotional activities – Passion for marketing
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Evaluate impact of key initiatives and provide meaningful performance feedback to key constituents and internal cross-functional teams to maximize business results.
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Project management skills by leading multiple projects and teams to achieve results.
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Multicultural & social exposure.
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Manage relationships with all third-party agencies, including advertising agencies, marketing research suppliers and others.
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Be able to build relationships and efficient networking to ensure alignment and project success
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Knowledge and experience in developing and implementing marketing programs, including advertising creative, media planning, promotions management, digital and social media, direct marketing, merchandising, public relations and market research.
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Experience in developing annual marketing plans and managing multiple marketing budgets with the ability to manage multi-country teams and develop modular marketing campaigns adaptable to the different countries
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Positive attitude and great team spirit
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Team player with ability to work with teams and build consensus to support business initiatives.
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Results Orientated and Goals Driven
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English proficiency – required
If this is an opportunity that interests you, we encourage you to apply even if you do not meet 100% of the requirements.
What can you expect from us:
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Opportunities to learn and develop every day through a wide range of programs.
- Internal digital platforms that promote self-learning.
- Development programs according to Leadership skills.
- Specialized training according to the role.
- Learning experiences with internal and external providers.
- We love to celebrate success, which is why we have recognition programs for seniority, behavior, leadership, moments of life, among others.
- Financial wellness programs that will help you reach your goals in all stages of life.
- A flexibility program that will allow you to balance your personal and work life, adapting your working day to your lifestyle.
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And because your family is also important to us, they can also enjoy benefits such as our Wellness Line, thousands of Agreements and Discounts, Scholarship programs for your children, Aid Plans for different moments of life, among others.
We are an equal opportunity employer and value diversity at our company. We do not discriminate based on race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. We respect and value diversity as a work force and innovation for the organization.
