Brand Manager Lay's

Job Description

Auto req ID: 202124BR

Job Description

At PepsiCo we are on a mission to create more smiles with every sip and every bite. Our products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $64 billion in net revenue in 2018, driven by a complementary food and beverage portfolio that includes Walkers, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit

We're proud to be the home to some of the best marketers in the world and have recently been voted a Top Employer for the seventh year in a row! At PepsiCo, marketing is as much about sharp commercial thinking as it is creativity; our combination of courage and pragmatism has proved a real winner.

We are now looking to cover the position of Brand Manager for one of our Superbrands in Athens, Greece.

Brand Manager Lay's
Purpose of the role:
Engages consumers, builds a powerful love brand and generates strong business results

1. Contributes to achieving agreed business objectives and sustainable and profitable growth of PepsiCo PC Snacks business.

2. Co-leads the development and execution of PC strategies.

3. Co-leads the development of brand plans & key marketing programs.

4. Manages and develops ABMs working on the board

Primary Accountabilities :
  1. BRAND MANAGEMENT: Support Marketing Manager to develop Brand Vision & Strategy. Design and execute Marketing Activation Calendars, Brand plans and promotional activities. Develop Packaging design for PC brands.
  1. STRATEGIC PLANNING: Contribute to the development of PC category strategy. Amplify EER Category annual activity calendar via enhancement and deployment of key initiatives, develop communication assets and implement toolkits.
  1. PORTFOLIO MANAGEMENT: Manage PC Category and Brand Portfolio. Recommend product Interventions, contributes on Pricing Strategy and Drive brands’ pack change.
  1. COMMUNICATION: Develop communication plans and assets, ensure effective and efficient investment of media plans, and control A&M budget. Ensure all brand communication contributes to enhancing brand image and brand scores.
  1. INNOVATION: Support Marketing Manager in driving brand innovation agenda. Drive the innovation and renovation process for PC brands and Develop new product introduction and execution plans.
  1. BUSINESS PERFORMANCE: Deliver agreed volume, revenue, profit and SOM & Penetration for PC brands. Understand the business and competitive environment. Forecast yearly sales volume, monitor sales & SOM performance and design performance/sales reports.
  1. AGENCY MANAGEMENT: Prepare creative & media agency briefs, evaluate agency proposals. Monitor media reviews and media audits.
  1. COMMERCIAL STRATEGIES AND PLANS: Contributes on the design G2M strategy, Create Customer presentations- concept sells, and Develop In store visibility/activation materials.
  1. CONSUMER RESEARCH: Request and contribute on the design of Consumer insights and Understanding researches, Monitor research tracking studies.
  1. EXECUTION: Ensure perfect timing and quality of marketing projects execution, including cooperation with Commercialization team, ATL/BTL agencies and Sales Activation/ Sales GTMs.
  1. BUDGET MANAGEMENT: Build and control yearly marketing budget, Budget tracking and monthly reconciliation.
  1. PEOPLE MANAGEMENT: Manage, coach and develop ABM working on the board
  1. RELATIONSHIP MANAGEMENT: Effectively collaborate with other functions (Commercialization, CI, Trade Marketing, Sales, Operations, Revenue Management etc) internally as, well as with creative, digital and media agencies. Execute management information requests in a timely manner.


  • University degree, Marketing/Management degree is an advantage, MBA is a plus
  • Min 7 years of marketing experience (in a FMCG company)- at least 3 year in BM position
  • Experience with business processes: marketing budgeting, conducting marketing and advertising activities; planning of sales, budget control, brand/product launches
  • Strong Project Management skills
  • P&L understanding
  • Very good presentation skills
  • Fluent in Nielsen with proven Analitical Skills
  • Good Collaboration and Communication Skills, ability to build cross-functional relations
  • Flexibility to adapt to a changing business environment
  • Ability to work independently, self-motivation and passion for learning and development
  • Fluent English

Relocation Eligible: Not Eligible for Relocation
Job Type: Pipeline