Brand Associate Manager (LAYS)

Job Description

Overview

• Responsible for ground level execution of strategic transformation initiatives and outcomes for the brand
• Execute brand strategy through rigorous planning and monitoring of marketing activities to drive sales and share growth in line with overall corporate strategy and ambition

Responsibilities

• Execute transformation of Lays Gourmet, Lays Maxx, Lays Stax & other sub-lines including positioning in the anchor demand spaces, product attribute enhancement, capability strengthening, delivery of target impact & stakeholder management
• Work closely with the Brand Manager ensuring regular updates, escalations & de-bottlenecking in-line with overall governance structure as defined by the organization
• Lead cross-functional projects for Lays sublines, liaising with internal stakeholders (Sales, Marketing, R&D and Mfg.) to drive initiatives across product attribute enhancement, flavor revamp, brand restage planning, marketing planning & commercialization
• Perform regular follow-ups with distributors to track sales progress & flag gaps
• Actively track financial performance of the brand and highlight risks/ gaps to the leadership
• Conduct robust cost benefit analysis for each initiative under Lays sublines to ensure overall economics are in line with organization objectives & are not profit dilutive
• Support in insight development, performance tracking and identifying opportunities for growth of the portfolio
• Assist in the development & execution of annual brand and communication plan to deliver brand targets, in-line with brand codes such as
• Lays Gourmet: , indulgent offering for enhanced moments
• Lays Maxx: Doubly crunchy, satiating snack with foody flavors
• Proactively manage brands A&M budget to ensure sufficient campaign funding with keen-view of overall brand budget
• Work closely with the sales team on account specific and national on-pack promotions and activations - Translate local knowledge to engaging uniquely Saudi brand activations (ad copies, POSM, packaging, sampling)
• Act as a guardian of the brand ensuring all local executions are in-line with PepsiCo standards
• Work with agencies for product research, activations, sampling & promotion plans
• Extensively work with agencies to identify & onboard relevant brand ambassadors to amplify communication of key brand codes
• Manage approval process (packaging, promotion, sampling) with agencies, suppliers & govt authorities
• Lead on ground analysis of consumer behavior, market trends & competitor activity to identify potential growth opportunities
• Drive innovation agenda for brand portfolio, core product enhancement opportunities & flavor enhancement initiatives in collaboration with insights, research and production teams
• Align field operations to marketing calendar & provide support
• Monitor & report on industry / category best practices through competitor benchmarking
• Develop & communicate channel specific initiatives with GTM team & salesforce, with focus on driving reach & growth of new flavors & innovations; collaborate & support them throughout execution
• Work closely with DX function for execution of trade / consumer offers customized with a channel-tailored agenda

QualificationsExperience/Education

• Graduate/Post-graduate from premiere institutes preferably related to Business
• 5-8 years of experience
• Prior FMCG brand marketing experience

CompetenciesBrand building & activations

• Led new brand/sub-brand launch hands-on
• Created & executed comprehensive brand plans & granular marketing activity calendars
• Managed BTL activities like pack design, PR, digital & shopper

Stakeholder management

• Strong cross-functional collaborator
• Exposure to internal commercials, financial acumen including brand P&L awareness

Project management

• Strong project management skills and ability to drive multiple projects through business stage-gate process
• Experience of 3rd party agency mgmt.

Keyskills :
Marketing brand building project management Stakeholder Management

About Company

Established in the region for 40 years, PwC has around 8,000 people in 12 countries across the region: Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Libya, Oman, the Palestinian territories, Qatar, Saudi Arabia and the United Arab Emirates. Our regional team operates across the Middle East bringing international experience delivered within the context of the region and its culture. We can bring the collective knowledge and experience of more than 328,000 people across the entire global PwC network in advisory, assurance and tax to help you find the value you are looking for.