Marketing Brand Manager - Mini Cans

Job Description

Auto req ID: 197262BR

Job Description

More than ever, Packaging is a key lever in generating brand love and winning consumers at the Moment of Choice. The Brand Manager, Mini Cans – will be a critical member within the team tasked with driving NAB growth by delivering disruptive, packaging-centric innovation within Core Minis and new mainstream mixers platform. Specifically, this individual will have the unique opportunity to drive the holistic (Communications, Innovation and Commercial) agenda including:

  • Developing and executing the year-long communications and engagement plans for mini cans including advertising, consumer promotions and earned/paid media
  • Leading the commercial agenda for mini cans to ensure flawless Customer and field execution as well as maximize consumer conversion in-store
  • Developing and execution the minis innovation pipeline to ensure the long term viability of the platform inclusive of highly incremental white space opportunity of Mixers
  • Creation and launch of new Mini Mixer brand proposition

This role is set within the flat, high performing Portfolio Solutions team as a part of the broader Innovation and Capabilities team under Emily Silver. The team moves at a fast pace and has implemented new agile ways of working to accomplish key objectives. The marketing manager would be part of a pilot program where 25% of the time may be spent advancing priority agendas within the larger I&C team exposing the person to different facets of the business and increasing senior level exposure.

Responsibilities:
  • Lead creative development and execution for all Mini Can, base and mixers, programming
  • Lead agencies to maximize creativity & consumer appeal​​
  • Collaborate with media team on media planning and buying through Agency 3rd party to distribute content
  • Lead the strategy and development of long-term and annual mini can plans including:
    • Problems to Solve (Consumer, Commercial, System)
    • Big Idea Development (Consumer advertising and promotion ideation, screening, testing)
    • Annual Operating Plan (AOP)
    • Innovation pipeline (flavors & pack configurations)
  • Collaborate with business counterparts and agency partners to craft a winning Mini Mixers proposition including brand, design, product profile, and commercialization approach to launch in early 2020
  • Collaborate with Brands on the communications/branding of the initiatives to ensure:
    • Represents accretive programming to individual Brand plans
    • Maintains equity guardrails
    • Leverages Brands’ existing assets, where appropriate
  • Collaborate with NAB Functional, Field org leads on the AOP to drive prioritization and commercial activation plans
  • Collaborate with Consumer Insights, Finance/Revenue Management, Field Operations, Sales Operations & Planning, Demand Xcelerator and Brand Marketing to:
    • Identify the unified Problems to Solve
    • Prioritize the NAB Big Bets
    • Develop system communications, including Sell Story
    • Develop holistic marketing programming (Media to Shelf)

Qualifications/Requirements

  • Education/Certifications:
    • Minimum Qualification: Undergraduate Degree
    • Preferred: MBA with a concentration in Marketing
    • Work Experience:
    • A minimum of 5 years prior experience (if undergrad degree only) OR 2 years of prior Marketing experience (if Advanced degree)
    • Preferred: Prior Marketing experience within consumer packaged goods
  • Skills/Capabilities:
    • Executive presence and an ability to present to all levels of the organization
    • A sense of urgency, bias for action, and ability to ruthlessly prioritize
    • Culturally connected; engaged with disruptive categories
    • Insatiable intellectual curiosity and a drive to understand people
    • Transformational thinking and comfort with risk taking
    • Demonstrated ability to develop and cultivate relationships to effectively communicate and influence in matrix environment
    • Ability to demonstrate resilience and agility in an environment of change
    • Proven track record of identifying rich consumer insights and translating them into effective marketing programs, effectively coaching creative development
    • Ability to read and analyze financials, consumer research, and syndicated data and trends
    • Creative thinking and problem solving skills
    • Excellent written and oral communication skills

Relocation Eligible: Not Eligible for Relocation
Job Type: Regular


All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, or disability status.

PepsiCo is an Equal Opportunity Employer: Female / Minority / Disability / Protected Veteran / Sexual Orientation / Gender Identity

Our Company will consider for employment qualified applicants with criminal histories in a manner consistent with the requirements of the Fair Credit Reporting Act, and all other applicable laws, including but not limited to, San Francisco Police Code Sections 4901 - 4919, commonly referred to as the San Francisco Fair Chance Ordinance; and Chapter XVII, Article 9 of the Los Angeles Municipal Code, commonly referred to as the Fair Chance Initiative for Hiring Ordinance.

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