Overview:
- Responsible for driving profitable broad-based portfolio growth via scoping out the opportunities, concept development & testing, campaigns and innovations for Non-Carbonated Beverages (NCB), including but not limited to Gatorade, Sting, GNS and potentially Tea/Juices/VAW as H2/H3.
- Responsible for delivering brand volume, revenue , share growth agenda and equity building for Non-Carbonated Beverages (NCB) Brands across BU. This also includes leading internal cross-functional teams, external creative agencies, partnership with insights & commercialization, and coaching 1 DR.
- With the dynamism and fluidity of the Non-Carbonated beverages (NCB) Category, the incumbent is additionally expected to spearhead the pulse on consumer trends, competitive activity, category developments and sales information in MULTIPLE SUB-CATEGORIES outside CSD including but not limited to Sports, Energy, Water, Juices, Tea.
Responsibilities:
Strategy, Portfolio and Innovation Planning
- NCB Brand-Building/Marketing Strategy Development: Needs to be able to set independently the long term brand goals, define on-going action plans for NCB Brands, and now additionally envision the portfolio evolution in NCB
- (NEW) Develop the brand expansion roadmap for NCB category products based on the Demand Spaces Understanding beyond Indulgence - including relevant innovations, promotions and packaging support
- Has autonomy in decision making with direct line reporting to Phils Bevs Marketing Director
Brand Performance Analytics and Understanding Consumer Insight
- Tracking monthly NCB business of Gatorade, Sting and GNS, and marketing KPIs to assess progress vs plan and recommend appropriate adjustments
- Evaluate brand performance & find issues for brand planning
- Market Share and Brand Health: Analyze Volume and Value shares and Brand Equity Scores to understand market & consumer trend and develop action plans for Brand Health
- Understanding Consumer Insights and Shopper Insights: Demographic/psychographic trends, consumer perceptions/attitudes, need states, motivations, and purchase/consumption behavior
Marketing Campaign and Consumer Promotion Development and Execution
- Development of communications and content around NCB brands that drive consumer excitement. Coordinate advertising development, from identification of consumer insight to testing of final film.
- Localize global or Regional brand campaigns for Sting, Gatorade, and other NCB brands
- Development of consumer promotion calendar for NCB brands by utilizing local agencies.
- Evaluate the effectiveness and efficiency of current marketing strategies and tactics, and make recommendations for changes and improvements.
A&M Investment and Budget Management
- Recommend the right investment allocation in the growing NCB Portfolio Gatorade, GNS, Sting
- Recommend the proper A&M budget based on brand AOP initiatives to Head of Marketing
- Execute Monthly EMFAR Tracking to check total spending progress vs plan and budget
- Manages budget efficiency by properly tracking and allocating working vs. non-working spends
Media Planning and Agency Management
- Write media brief and plan GRP,CPRP based on A&M plan
- Find proper consumer touch points and execute 360 reach plans
- Check monthly media buying result to check media & digital KPI scores
- Negotiate production costs and agency fees
Stakeholder Influencing and Management
- NCB Marketing Plan Alignment: Support Beverages Marketing Director for aligning Sting and Gatorade marketing plans with bottler including innovation, marketing calendar and A&M.
- Work with Region Marketing team to influence and secure alignment over NCB Bev agenda, especially with Gatorade as a LEAD MARKET in ASIA BU
Trade Execution
- Works with PCPPI trade marketing team in ensuring projects are properly executed in trade
- Collaborates with PCPPI Key Accounts team in developing account-exclusive innovations (e.g. 7-Eleven Gulp, Slurpee, etc.) and trade programs to outwin competition
- Develops strategy and monitors implementation of special regional projects to unlock white spaces for NCB Brands
New Media and Channel Capability
- Lead the incubation/test-and-learns of new media capabilities (KOLs, Medical Marketing) given the fast-evolving consumer journey and platforms for NCB consumers
- Develop strong plans in Modern Trade Channel given the overdevelopment of NCB in MT, vs. TT for CSD, that can be codified as blueprint on how to win in MT for Total Beverages
GCS
- Ensure compliance with key processes related to A&M Co-Op budget, MFAR, and other controls indicated in the Risk Control Matrix
- Conduct period key control process tests
- As a control owner, perform control roles and responsibility in accordance with PepsiCo Accountability model.
- Support Process Owner in driving GCS agenda. Understand the objective of the assigned control(s) and document the test script attributes for effective execution of the control, evaluate control effectiveness through testing as per GCS guidelines and maintain an audit trail to evidence execution of the activities.
- Ensure timely remediation of any control deficiencies
Qualifications:
- Min. University degree, Marketing degree is a preference
- 5++ years work experience at a Marketing Manager role
- Familiarity with marketing discipline, preferably in FMCG environment
- Project Management- Resourcing and implementation of the project (leads and monitors process)
- Analytical Skills- Can conduct quantitative evaluation and develop assumptions based on findings
- Communication Skills- Presentation of data or information (crafting of presentation decks and articulating information); Articulate, assertive, and agile negotiator
- Experience in Sports Marketing is a plus