Job Description:
The Sr. Director TM Pepsi role is responsible for developing and driving a cohesive, fully integrated global marketing agenda for the trademark (Pepsi, Max, Diet, etc.). Key to this role is creating an overall brand platform and vision for strategic and creative development of the global Pepsi brand strategy, brand campaign as well as our partnerships and licensing strategies. He/she will act as the brand steward and will collaborate with internal collaborators (Brand Development, PR, Digital, Strategy, Consumer Insights, Design) and agency partners to create comprehensive marketing plans to be executed by markets around the world.
Drive global brand objectives and establish brand KPIs across key TM Pepsi initiatives
Partner with regions and lead markets to drive both effectiveness and efficiency across all activities; leveraging insights and analytical tools to increase marketing ROI
Lead TM Pepsi evolution to become a more digital/mobile centric brand
Track and measure global performance and competitive activities
Brand Strategy & Campaign Development:
Lead the development of the brand positioning and brand strategy (in conjunction with Strategy & Consumer Insights) for TM Pepsi; partnering with agencies to create communication and engagement initiatives
Work with the Global Brand Development team to identify and develop platforms (e.g., music, digital, entertainment, sports, pop culture, and fashion) that will increase brand equity and sales
Partner with PR and external influencers to develop buzz worthy communication platforms that drive earned media and connect with culture in unique and impactful ways
Collaborate with local marketing teams to develop and implement execution plans for global campaigns
Develop Toolkits and Playbooks to facilitate the implementation of key marketing initiatives
Communication & Advertising:
Partner with agencies to create campaign briefs that trigger advertising development and consumer engagement
Lead the work to drive alignment across regions for campaign briefs and advertising campaigns
Develop and implement execution plans for regions
Content & Digital Platform Development:
Responsible for the development of a global content strategy for Pepsi; including but not limited to branded content, digital films, activation platforms and events
Partner with the Brand Development, PR and Digital teams to develop relevant brand programs to be leveraged across markets
Work closely with markets and media partners to develop global strategies that scale communication assets and drive marketing efficiencies across various mediums
Innovation Strategy:
Partner with the GBG Innovation, R&D, Portfolio Transformation, Insights and Design teams on the development a global innovation strategy and guardrails for each brand including (but not limited to) formula, packaging and engagement.
Design Strategy:
Partner with the Global Design Team to drive brand positioning through packaging, design and graphics
Roll-out brand graphic guidelines to the regions (e.g. degrees of freedom on color, graphics to ensure brand positioning is still being reinforced)
Operating Model:
Drive global strategy and operating model by leading regular conference calls, in-market meetings, and global meetings to facilitate information sharing and to drive alignment across regions
Lead global brand governance efforts and work through issues with regional/local marketing teams
Qualifications:
12+ years' brand experience preferably in consumer products
Can influence and negotiate in a highly matrixed global organization
Leading large cross-functional teams through informal reporting relationships
Strong collaboration and interpersonal skills
Courageous leader, can work through adversity
Creative and disruptive thinker
Understands the global marketplace
MBA preferred, BA required
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