Brand Manager (Carbonated Soft Drinks)

PepsiCo Inc.; Beşiktaş; On-site; TRY 350,000 - 550,000; Full time

Job summary

PepsiCo Inc. in İstanbul is seeking a CSD Brand Manager to lead the strategy development for the CSD category in Türkiye and independently drive key brand initiatives from planning through execution.

You will translate consumer and shopper insights into actionable brand plans, deliver integrated marketing campaigns across ATL/BTL/digital, manage budgets, and collaborate with cross-functional teams to ensure strong execution in a complex, matrix organization.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Economics or related field.
• 5-7 years of Brand Management/Marketing experience in FMCG.
• Strong understanding of brand strategy and consumer insights.
• Experience leading integrated campaigns from planning to execution.
• Analytical skills to translate data into insights.
• Fluent in Turkish and English.

Responsibilities

• Take ownership of brand platform and lead annual agenda aligned with brand strategy.
• Lead communication and activation projects with agencies.
• Develop and execute integrated marketing initiatives across ATL, BTL, digital, social, retail and experiential.
• Analyze performance to identify growth opportunities and provide actionable recommendations.
• Support revenue, volume, market share and brand equity priorities through disciplined planning.
• Track brand health, campaign performance and KPIs with insights and corrective actions.
• Collaborate with Sales, Insights, R&D, Finance, Supply Chain and Trade Marketing to ensure cross-functional alignment.

Skills

Brand management

Marketing campaigns

Cross-functional teamwork

Analytics

Stakeholder management

Budget management

Turkish language

English language

Education

Bachelor’s degree

Job description

Overview

PepsiCo is a playground for curious people. We invite thinkers, doers, and changemakers to champion innovation, take calculated risks, and challenge the status quo. From executives to leaders on the frontline, we’re excited about the future. We take chances. Together, we dare to make the world a better place.

Our associates are the magic ingredient. Each of them plays an integral role in helping create deep connections between people and our products. Think about your last group celebration: Chances are, one of our iconic brands was by your side. At PepsiCo, you’re invited to be a part of a global team of innovators who make, move, and sell these products—which are enjoyed by more than 1 billion people a day.

A career at PepsiCo means working in a culture where everyone’s invited. Here, you can dare to be yourself. No matter who you are or where you’re from, you can influence the people around you and the world at large. By showing up, you’ll have the opportunity to learn, develop, and grow our unique skill sets at work. Our supportive teams can fuel your professional goals to make a global impact.

Join us. Dare for Better.

We are looking for a CSD (Carbonated Soft Drinks) Brand Manager, based in İstanbul, who will support the strategy development of CSD category (Pepsi, Yedigün, Fruko & 7Up) in Türkiye and independently lead key brand initiatives from planning through execution.

This role will contribute to sustainable business growth by translating consumer, shopper and market insights into actionable brand plans, delivering impactful integrated marketing campaigns, and managing assigned innovation and activation projects in close collaboration with cross-functional, regional and global teams.

Responsibilities

• Take ownership of an assigned brand platform, shaping its annual agenda and leading key initiatives across relevant consumer occasions and touchpoints, while ensuring alignment with the overall brand strategy.
• Lead assigned communication and activation projects from briefing through execution, working closely with creative, media, digital and activation agencies.
• Develop and execute integrated marketing initiatives across ATL, BTL, digital, social, retail and experiential touchpoints.
• Analyze brand, category, consumer, shopper and competitor performance to identify growth opportunities and develop actionable recommendations.
• Support the delivery of revenue, volume, market share and brand equity priorities through disciplined brand planning and execution. Proactively identify project risks, execution gaps and emerging opportunities, and recommend practical solutions to maintain momentum.
• Track brand health, campaign performance and business KPIs, translating results into clear insights, recommendations and corrective actions.
• Collaborate closely with Sales, Insights, R&D, Finance, Supply Chain, Commercialization and Trade Marketing teams to ensure strong cross-functional alignment and flawless execution. Partner with regional and global teams to adapt relevant strategies, innovations, assets and best practices for the Türkiye market.
• Manage assigned marketing budgets, monitor spending and support effective resource allocation and ROI tracking.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Economics or a related field.
• Minimum 5-7 years of experience in Brand Management, Marketing or a related commercial role, preferably within the FMCG industry.
• Good understanding of brand strategy, consumer and shopper insights, communication development, media, digital marketing and consumer activation.
• Experience in managing integrated marketing campaigns and cross-functional projects from planning through execution.
• Strong analytical skills, with the ability to translate business and consumer data into meaningful insights and actionable recommendations.
• Good commercial and financial acumen, including experience in performance analysis, budget management and investment tracking.
• Strong stakeholder management, collaboration and influencing skills within a complex, matrix organization.
• Clear and persuasive communication and presentation skills.
• Proactive, hands-on and solution-oriented mindset with strong ownership and execution discipline.
• Ability to work effectively through ambiguity, identify risks early and maintain momentum across multiple workstreams.
• Fluent in Turkish and English.