Brand manager, Juice EER Номер вакансии: 151043BR
PepsiCo Россия
Russian Federation Россия
20 дней назад

Job Description

Due to current employee promotion, PepsiCo is looking for Brand Manager to the Juice category team (responsibility for Russia, Ukraine and Turkey).

Key accountabilities :

Brand Positioning development

  • Co-lead consumer understanding / research to define the target audience for the brand
  • Collaborate with agencies and internal stakeholders to develop (new) / better define (existing) the Brand Purpose and Positioning (Brand wheel) that will unlock competitively advantaged growth
  • Define the brand's timeless product truths and benefits, building a brand narrative that drives unique distinction in the marketplace
  • Partner with Design team to create an impactful Visual Identity which will help consumers navigate to the brand in the broader marketplace
  • Brand Growth Task

  • Define the marketing challenge or barrier to overcome to achieve sustainable growth
  • Identify commonalities across markets to define big opportunities / threats to be treated as regional market challenge
  • Brand Growth Strategies

  • Partner with external agencies to define Brand Big Idea that solves the marketing challenge defined for a market
  • Partner with Insights team to evaluate potential routes for Brand Big idea to ensure relevance, differentiation and ultimately brand equity construction
  • Lead cross functional team to bring to life Big Idea from media to shelf ensuring Innovation, Customer and Channel, Pricing and Communication strategies are aligned to Big idea
  • Define KPI?s to measure growth strategy success based on marketing objective and challenge
  • Communication and Engagement

  • Develop an integrated Communication brief consistent with brand goals
  • Support a collaborative agency briefing process towards development of creative idea
  • Shortlist creative conceptual territories and identify winning creative route post consumer testing, internal discussions and alignment with key stakeholders
  • Partner with all relevant agencies involved to develop winning concept into final creative executions across all touch points
  • Contribute to the development of creative execution that maximizes consumer engagement and advertising impact
  • Develop briefs and support ad testing and evaluation of creative against objectives and goals / action standards
  • Co-lead Innovations development and deployment via stage gate process from G0 to G3

    Track and monitor assigned A&M

    Qualifications / Requirements

  • 3+ year experience in marketing or brand management within FMCG company
  • Higher education (Marketing or Economics, Management, MBA, is a plus)
  • English upper-intermediate level
  • Strong presentation skills
  • Advanced PC user (PowerPoint and Excel)
  • Good interpersonal skills
  • Team player
  • Proven track record of new products development and experience working with a cross-functional team / matrix organization
  • Strong thinking, analytical, creative and execution skills
  • Relocation Eligible : Not Applicable

    Job Type : Re

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