Brand Manager (Doritos)

PepsiCo; Fatih; On-site; TRY 1,000,000 - 1,500,000; Full time

Job summary

PepsiCo Inc. in Istanbul is seeking a Senior Brand Manager - Deploy (Doritos) to lead the strategy, performance, and innovation for iconic brands in Türkiye.

You will own the Deploy agenda across audiences, channels, and partnerships, translating brand vision into growth. The role requires strong leadership of integrated campaigns, financial acumen, and fluent Turkish and English, with 6-8+ years in FMCG marketing.

Qualifications

• University degree in Marketing, Business Administration, Engineering or related discipline
• Postgraduate qualification is an advantage
• Proven ability to translate insights into brand strategy and commercial action
• Experience leading integrated campaigns across media, digital, PR and shopper activation

Responsibilities

• Own the Doritos Deploy strategy and convert brand vision into a prioritized growth roadmap across audiences, channels and investments.
• Lead diagnosis of category, competitor, consumer and brand performance; identify market-share risks and growth opportunities.
• Set commercial priorities with Sales and Trade Marketing and embed brand priorities in plans and scorecards.
• Own end-to-end deployment of partnerships and rights-based assets with alignment across global and local teams.
• Lead integrated campaigns and platform deployment from brief to media-to-shelf execution with strong creative and reach.
• Synthesize data into executive narratives, recommendations and actions for AOP and budgets.
• Co-lead budget planning and allocate resources across platforms to maximize ROI.
• Lead local commercialization and go-to-market of NPDs, LTOs and packaging initiatives.
• Deliver annual brand and business outcomes including volume, revenue, profitability and market share

Skills

Brand strategy development

Integrated campaigns leadership

Stakeholder management

Financial acumen

Partnerships & sponsorships

Turkish & English fluency

Cross-functional collaboration

Education

University degree in Marketing, Business Administration, Engineering or related discipline

Postgraduate qualification (advantage)

Job description

Описание:

At PepsiCo, you’ll discover a place where our mission is to create smiles around the world. With a portfolio of more than 500 beloved brands including, Pepsi, Doritos and Lipton Ice Tea, our work touches millions of people every day. At the heart of the company is a team of thinkers, creators, and problem-solvers who collaborate to innovate and turn ideas into action. Driven by innovation and a focus on creating joyful moments through food and drinks, our decisions are guided by consumer centricity, creating opportunities for our associates to do meaningful work and make a lasting impact in the communities we serve. Whatever your role, you’ll be part of a global community that values your ideas and empowers you to make an impact, on your career and on the world around you. We are looking for a Senior Brand Manager - Deploy (Doritos) based in İstanbul to lead the strategy, performance, and innovation agenda of iconic brands in Türkiye.

Задачи:

• Own the Doritos Deploy strategy and convert the brand vision into a prioritized annual and multi-year growth roadmap, making clear choices across audiences, occasions, channels, platforms and investment.
• Lead continuous diagnosis of category, competitor, consumer, shopper and brand performance; identify emerging market-share risks and growth opportunities, and trigger timely strategic and executional interventions.
• Set a demanding commercial agenda for Sales and Trade Marketing by defining channel and customer growth priorities, challenging execution plans and ensuring brand priorities are embedded in JBP, customer plans and field execution scorecards.
• Own the end-to-end 360-degree deployment of the Formula 1 partnership in Turkiye across communications, media, digital, PR, experiential, shopper, customers, packaging and promotions; ensure rights compliance, global/local alignment and measurable brand and commercial return.
• Lead integrated campaign and platform deployment from brief to media-to-shelf execution, setting the bar for creative quality, cultural relevance, reach, engagement and conversion while resolving cross-functional trade-offs at pace.
• Lead AOP, activation calendar, Brand Audit and key performance forums; synthesize multiple data sources into executive-level narratives, recommendations, scenarios and clear actions.
• Co-lead the Doritos Deploy A&M budget and recommend resource allocation across platforms, channels and touchpoints based on expected incremental impact, ROI and strategic importance; course-correct spend as performance evolves.
• Lead local commercialization and go-to-market of NPDs, LTOs and packaging initiatives, integrating consumer proposition, customer sell-in, supply readiness and launch excellence while proactively managing risks and dependencies.
• Deliver annual brand and business outcomes including volume, net revenue, profitability, market share, penetration, brand equity and execution KPIs, balancing short-term recovery with sustainable long-term brand growth.

Требования:

• University degree in Marketing, Business Administration, Engineering or a related discipline; postgraduate qualification is an advantage.
• 6-8+ years of progressive FMCG/CPG marketing experience, including ownership of a large-scale brand or commercially material portfolio.
• Proven ability to translate consumer, shopper, category and competitive insights into brand strategy and commercial action.
• Demonstrated leadership of integrated campaigns and complex 360-degree platforms across media, digital, experiential, PR, shopper and customer activation.
• Strong commercial and financial acumen, including AOP, P&L drivers, A&M allocation, ROI evaluation, RGM and customer/channel economics.
• Proven success influencing senior Sales and cross-functional stakeholders, constructively challenging plans and mobilizing teams without direct authority.
• Experience managing strategic partnerships, sponsorships or rights-based assets is strongly preferred.
• Excellent executive communication and storytelling skills; fluent written and spoken Turkish and English.