Brand Manager Lay s

PepsiCo; As Sudiyah; On-site; OMR 1,500 - 2,500; Full time

Job summary

PepsiCo is seeking a marketing professional for its Lay’s brand in Oman. The role involves executing and managing brand strategies to drive sales and market share through innovative marketing initiatives.

The ideal candidate will have 3-5 years of FMCG marketing experience, with a focus on brand building and cross-functional collaboration. Strong project management and financial acumen are essential. PepsiCo values diversity and is an equal opportunity employer.

Qualifications

• 3-5 years of experience in FMCG brand marketing.
• Hands-on experience launching new brands or sub-brands.
• Creation and execution of comprehensive brand plans.

Responsibilities

• Execute brand strategy through planning and monitoring of marketing activities.
• Lead cross-functional projects and maintain stakeholder engagement.
• Track sales performance and conduct cost-benefit analysis.

Skills

Brand building and activations

Strong project management skills

Cross-functional collaboration

Financial acumen and brand P&L awareness

Education

Graduate or post-graduate from a premier institute

Job description

Job 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 Lay’s including positioning in the anchor demand space, product attribute enhancement, flavor range revamp, innovation pipeline, capability strengthening, delivery of impact, and stakeholder management.
• Work closely with the Senior Marketing Manager for regular updates, escalations, and de-bottlenecking in line with the overall governance structure.
• Lead cross‑functional projects for Lay’s, liaising with internal stakeholders (Sales, Marketing, R&D, and Mfg.) to drive initiatives across product attribute enhancement, revamped flavor range, LTO & innovation launch pipeline, marketing planning, and commercialization.
• Perform regular follow‑ups with distributors to track sales progress and flag gaps.
• Actively track sales/financial performance of the brand and highlight risks/gaps to leadership.
• Conduct robust cost‑benefit analysis for each initiative under Lay’s to ensure overall economics align with organization objectives and are not profit dilutive.
• Support insight development, performance tracking, and identification of opportunities for portfolio growth.
• Assist in the development and execution of the annual brand and communication plan to deliver brand targets in line with brand codes.
• Proactively manage brand’s A&M budget to ensure sufficient campaign funding with an overall view of the brand budget.
• Collaborate with the sales team on account‑specific and national on‑pack promotions and activations, translating local knowledge into engaging Saudi‑specific gaming activations.
• Act as a guardian of the brand, ensuring all local executions align with PepsiCo standards.
• Work with agencies for product research, activation on gaming platforms (both ATL & BTL), and promotion plans.
• Manage approval processes (packaging, promotion) with agencies, suppliers, and government authorities.
• Lead ground analysis of consumer behavior, market trends, and competitor activity to identify potential growth opportunities.
• Drive innovation agenda for the brand portfolio, lift & shift opportunities, product enhancement, and flavor range revamp initiatives in collaboration with insights, research, and production teams.
• Align field operations to the marketing calendar and provide support.
• Monitor and report on industry and category best practices through competitor benchmarking.
• Develop and communicate channel‑specific initiatives with the GTM team and salesforce to drive growth of new flavors and innovations.
• Work closely with the DX function for execution of trade/consumer offers customized with a channel‑tailored agenda.

Qualifications

• Graduate or post‑graduate from a premier institute, preferably related to business.
• 3‑5 years of experience.
• Prior FMCG brand marketing experience.

Competencies

• Brand building and activations.
• Hands‑on experience launching new brands or sub‑brands.
• Creation and execution of comprehensive brand plans and granular marketing activity calendars.
• Management of BTL activities such as pack design, PR, digital, and shopper marketing.
• Strong cross‑functional collaboration.
• Exposure to internal commercials, financial acumen including brand P&L awareness.
• Strong project management skills and ability to drive multiple projects through the business stage‑gate process.

Stakeholder Management

• Strong cross‑functional collaborator with experience managing 3rd‑party agency engagement.
• Experience overseeing and managing BTL activities such as pack design, PR, digital, and shopper marketing.
• Involved in selection of appropriate creative agencies to drive the marketing agenda.
• Led new brand/sub‑brand launch hands‑on and drove strategic direction in creating detailed brand plans.

We are an equal opportunity employer and comply with the global human rights policies and equality laws in the countries we operate in. We value diversity at our company; it is an essential part of our success. We do not discriminate on the basis of age, pregnancy or marital/civil partnerships, religion or belief, gender, disability, including LGBTQ+ identities. We are Mowaamah -GOLD certified in Saudi.