Senior Brand Manager (Carbonated Soft Drinks)

PepsiCo; Beşiktaş; On-site; TRY 450,000 - 750,000; Full time

Job summary

PepsiCo in Istanbul seeks a Brand Manager (Carbonated Soft Drinks) to lead the development and execution of the CSD brand strategy in Türkiye, driving growth, building brand equity, and guiding local campaigns in collaboration with global teams.

The role requires 8+ years in FMCG brand marketing, strong ATL/BTL and digital know-how, and proven leadership in a complex, multicultural environment. Fluency in Turkish and English is essential.

Qualifications

• Bachelor's degree; MBA preferred.
• 8+ years of FMCG brand marketing experience.
• Strong ATL/BTL, digital marketing, and consumer activation knowledge.
• Proven ability to lead and deliver growth strategies.
• Strong strategic, creative, and analytical thinking.
• Excellent project management and budgeting skills.
• Effective in a complex, matrix, multicultural environment.
• Fluent Turkish and English.

Responsibilities

• Drive brand performance against business objectives (revenue, volume, market share, brand equity).
• Co-lead local brand strategies aligned with global vision.
• Co-lead campaigns and brand initiatives.
• Define annual brand agenda and marketing calendar.
• Lead the innovation agenda and leverage global innovations for TR.
• Develop end-to-end communication and activation across ATL/BTL, digital, social, and experiential.
• Collaborate with global and regional teams to leverage best practices.
• Manage marketing investments with ROI focus.
• Lead, coach, and develop teams in a PepsiCo-values culture.

Skills

ATL/BTL/digital marketing

Brand activation

Strategic thinking

Leadership

Budget management

Stakeholder management

Analytical problem solving

Multicultural collaboration

Turkish & English fluency

Education

Bachelor's degree; MBA is a plus

Job description

Overview

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 Brand Manager (Carbonated Soft Drinks) based in İstanbul and who will be responsible for leading the development and execution of CSD brand strategy in Türkiye by driving sustainable business growth, building strong brand equity, delivering impactful consumer-centric campaigns, and leading the innovation agenda in collaboration with cross-functional and global teams.

Responsibilities

• Drive sustainable business growth and deliver brand performance against key business objectives, including revenue, volume, market share, and brand equity KPIs.
• Co-lead local brand strategies in line with global brand vision, ensuring consistency across all consumer touchpoints.
• Co-lead impactful communication platforms, campaigns, and brand initiatives.
• Define the annual brand agenda and marketing calendar, ensuring alignment across key internal and external stakeholders.
• Lead the innovation agenda by identifying, growth opportunities, leveraging globally existing innovations for TR business
• Drive end-to-end communication and activation strategies, ensuring best-in-class execution across ATL, BTL, digital, social, and experiential channels.
• Partner with global and regional teams to leverage best practices, accelerate scale opportunities, and contribute locally developed solutions and assets.
• Manage marketing investments effectively, ensuring optimal resource allocation and strong return on investment.
• Lead, coach, and develop team members while fostering a high-performance culture aligned with PepsiCo values and People & Planet Positive commitments.

Qualifications

• Bachelor's degree; MBA is a plus.
• Minimum 8 years of brand marketing experience within FMCG.
• Strong understanding of ATL, BTL, digital marketing, media, and consumer activation.
• Proven track record of developing and executing brand and growth strategies that deliver business results.
• Strong strategic thinking, creativity, and analytical problem-solving capabilities.
• Strong project management and execution excellence skills.
• Financial acumen with experience managing marketing investments and budgets.
• Ability to work effectively in a complex, matrix, and multicultural environment.
• Demonstrated leadership, stakeholder management, and influencing capabilities, with experience leading and developing high-performing teams.
• Proactive mindset with the ability to anticipate opportunities and challenges.
• Fluent in Turkish and English.