Sr Brand Manager - Energy

PepsiCo; Gurugram District; On-site; INR 1,800,000 - 2,300,000; Full time

Job summary

PepsiCo India seeks a senior brand marketer to lead Sting Activation/Adrenaline Rush equity and energy portfolio innovations. This role serves as the primary SPOC between Franchise Partners and Marketing to drive brand penetration and volumes in the Energy segment.

Requirements include MBA-Marketing and 6–8 years FMCG experience across sales/trade marketing and brand marketing, with strong leadership, communication, and analytical skills.

Qualifications

• MBA-Marketing from a premier institute with 6–8 years FMCG experience spanning sales/trade marketing and brand marketing.
• Brand marketing expertise and equity exposure, preferably in a CPG environment.
• Strong leadership and communication skills.
• Ability to work in a complex matrix environment with analytical rigor.

Responsibilities

• Develop long-term and annual brand strategies for the Energy Play in India.
• Support brand positioning, creative & media strategy and execution with the category lead.
• Identify and build long-term engagement platforms for energy credentials.
• Support A&M investment choices based on business priorities.
• Develop and activate regional on-ground programs with Trade Marketing & Franchise teams.
• Develop the Innovation roadmap and anchor Stage Gate process for the brand.
• Engage with cross-functional teams to deliver end-to-end marketing programs.
• Lead engagement with global and regional brand leads.

Skills

Brand marketing

Leadership

Communication

Analytical thinking

Project management

Collaboration

Business acumen

Education

MBA in Marketing

Job description

MAIN PURPOSE

Lead the Brand Sting Activation/Adrenaline rush Equity and its Pack/Product innovations for India BU. This Position helps the category lead for Energy Portfolio to drive Brand Penetration and Volumes for Sting/ A-Rush thus strengthening PepsiCo's play within the Energy segment. This person shall also be the key Spoc between Franchise Partners and Marketing collaboration on the Brand for better synergies, efficiencies and strategic alignments on the Brand.

KEY ACCOUNTABILITY

• Develop long term & annual brand strategies for the wholistic Energy Play in India
• Support for Brand Positioning, Creative & Media Strategy and execution in partnership with category lead
• Identify & help build long term engagement platforms to drive energy credentials & create 'iconic' brand stature
• Support A&M investment choices based on business priorities
• Develop & Activate regional on-ground programs in partnership with Trade marketing & Franchise teams
• Develop the Innovation roadmap & anchor Stage gate process on the brand
• Engagement with Cross-functional teams (Finance/PR/Ops/SC/Sales etc) to deliver end to end marketing programs
• Lead the engagement with global and regional brand leads

KEY MEASURES/METRICS

• Net Revenue Growth
• Share (Volume and Value)
• Working / Non-Working A&M on target
• % Innovations vs target
• Brand Equity KPIs (from Brand Power)
• Brand Health KPIs

Qualifications

Experience and Qualification

• MBA-Marketing from a premier institute
• 6-8 years of FMCG experience panning across sales/trade marketing followed by Brand Marketing experience.
• Brand marketing expertise and equity exposure, preferably in CPG industry.
• Skills and Behavioural Attributes
• Strong experience of working on Core brands as well as building innovation pipeline to stretchTM
• Self-starter and high sense of ownership
• Project Management with network planning experience
• Strong leadership and communication skills
• Ability of working in a complex, matrix environmentHigh level of analytical rigor/skills, understanding consumer needs/trends and problem-solving approach
• Strong collaboration skills to partner with functional teams, agency partners and Business teams