This role serves as a key leader for Frito-Lay marketing communications and as a primary interface for marketing teams, providing strategic PR counsel across a combination of core brands, sub-brands and more. This includes leading strategic communications planning for the brands, managing external public relations agencies and overseeing day-to-day execution of PR plans for signature brand programs (e.g., Lay's Do Us a Flavor, Cheetos Museum, etc.) and "always-on" initiatives that generate a full year of media coverage for brands.
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Managing strategy and day-to-day execution of PR programs for a collection of FL brands
Aggressively publicizing assigned initiatives (corporate, brand/marketing programs, product launches, etc.)
Generating broadcast, print and internet coverage for FLNA
Providing ongoing social and digital counsel to brands, potentially overseeing
Participating in spokesperson media training activities
Coordinating with PR senior director to manage news affecting FLNA reputation (recalls, obesity and nutrition)
Managing PR agencies
Staying abreast of key issues facing the company and the food industry
Collaborating with internal communications, social media and influencer engagement teams to extend and maximize "news"
Overseeing media monitoring processes and reporting to brand teams for assigned brands
Supporting FL corporate media relations related to issues, crisis, reputation priorities
Serving as company spokesperson
Collaborating with counterparts in other parts of PepsiCo to link FL activities to corporate priorities
Key Skills/Experience Required :
Strong analytical and strategic planning skills
A "client-service" approach
Proven success in generating national and regional media coverage
Able to manage multiple projects and tasks, various internal clients and a fast-paced/on-deadline environment
Experience and confidence to speak with the press on a wide, varying range of topics
Expertise in producing video content (b-roll, social content and other supporting video)
Excellent writer and editor
Strong understanding of and experience with social media
Effective verbal communications skills and ability to influence internal and external audiences
Experience with issues and crisis management
Experience
Public relations agency experience (preferred but not required)
Bachelor's degree in Public Relations, Journalism or English preferred
Minimum 12+ years of experience in a dynamic media relations and public relations environment
Leadership role with brand communications, including strategic planning and execution
Consumer products background preferred
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