Brand Manager Lay’s📣 Job Ad

About the Role

PepsiCo is seeking a Brand Manager for Lay's in Riyadh. This full-time position requires 5-10 years of experience in brand marketing within the FMCG sector. PepsiCo products are consumed over a billion times daily across more than 200 countries, with a 2021 net revenue exceeding $79 billion, driven by a diverse portfolio including Lay's, Doritos, Cheetos, Gatorade, Pepsi, and Quaker. The company's vision is to be the global leader in beverages and convenient foods through PepsiCo Positive (pep+), a strategy focused on sustainability and human capital.

Role Overview

The Brand Manager will be responsible for the ground-level execution of strategic transformation initiatives and outcomes for the Lay's brand. This involves executing brand strategy through rigorous planning and monitoring of marketing activities to drive sales and share growth in alignment with overall corporate strategy and ambitions.

Key Responsibilities

• Execute the transformation of Lay's, including positioning, product attribute enhancement, flavor range revamp, innovation pipeline, capability strengthening, impact delivery, and stakeholder management.
• Collaborate closely with the Senior Marketing Manager, providing regular updates, escalating issues, and de-bottlenecking processes within the organizational governance structure.
• Lead cross-functional projects for Lay's, liaising with internal stakeholders (Sales, Marketing, R&D, Manufacturing) to drive initiatives across product enhancements, flavor revamps, limited-time offers, innovation launches, marketing planning, and commercialization.
• Conduct regular follow-ups with distributors to track sales progress and identify gaps.
• Actively track the brand's sales and financial performance, highlighting risks and gaps to leadership.
• Perform robust cost-benefit analysis for each initiative to ensure alignment with organizational objectives and avoid profit dilution.
• Support insight development, performance tracking, and identification of portfolio growth opportunities.
• Assist in the development and execution of annual brand and communication plans to achieve brand targets, adhering to brand codes for rewarding and bold snacking experiences.
• Proactively manage the brand's advertising and marketing budget, ensuring sufficient campaign funding while maintaining an overall view of the brand budget.
• Work with the sales team on account-specific and national on-pack promotions and activations, translating local knowledge into engaging Saudi-specific gaming activations (ad copies, POSM, packaging).
• Act as a brand guardian, ensuring all local executions align with PepsiCo standards.
• Collaborate with agencies for product research, gaming platform activations (ATL & BTL), and promotion plans.
• Manage the approval process for packaging and promotions with agencies, suppliers, and government authorities.
• Conduct on-ground analysis of consumer behavior, market trends, and competitor activity to identify potential growth opportunities.
• Drive the innovation agenda for the brand portfolio, including lift-and-shift opportunities, product enhancements, and flavor range revamps in collaboration with insights, research, and production teams.
• Align field operations with the marketing calendar and provide necessary support.
• Monitor and report on industry and category best practices through competitor benchmarking.
• Develop and communicate channel-specific initiatives with the Go-To-Market team and salesforce, focusing on driving growth for new flavors and innovations, and support their execution.
• Work closely with the DX function for the execution of trade and consumer offers, customized with a channel-tailored agenda.

Qualifications and Experience

• Graduate or post-graduate degree from a premier institution, preferably in Business.
• 5-10 years of relevant experience.
• Prior FMCG brand marketing experience is essential.

Required Competencies

• Proven ability in brand building and activations.
• Experience leading new brand or sub-brand launches hands-on.
• Demonstrated success in creating and executing comprehensive brand plans and granular marketing activity calendars.
• Experience managing below-the-line (BTL) activities, including pack design, public relations, digital marketing, and shopper marketing.
• Strong cross-functional collaboration skills.
• Exposure to internal commercials and financial acumen, including brand Profit & Loss (P&L) awareness.
• Strong project management skills with the ability to drive multiple projects through a business stage-gate process.
• Experience in managing third-party agencies.
• Involvement in the selection of appropriate creative agencies to drive the marketing agenda.

Work Environment

This is a full-time position based in Riyadh. PepsiCo fosters a dynamic environment with passionate teams that embrace new ideas through a collaborative spirit. The company is committed to creating an equitable and inclusive space for all employees.