Overview:
Lead the Brand Sting Activation/Adrenaline rush Equity and its Pack/Product innovations for India BU. This Position helps the category lead for Energy Portfolio to drive Brand Penetration and Volumes for Sting/ A-Rush thus strengthening PepsiCo’s play within the Energy segment. This person shall also be the key Spoc between Franchise Partners and Marketing collaboration on the Brand for better synergies, efficiencies and strategic alignments on the Brand.
Responsibilities:
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Develop long term & annual brand strategies for the wholistic Energy Play in India
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Support for Brand Positioning, Creative & Media Strategy and execution in partnership with category lead
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Identify & help build long term engagement platforms to drive energy credentials & create ‘iconic’ brand stature
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Support A&M investment choices based on business priorities
- Develop & Activate regional on-ground programs in partnership with Trade marketing & Franchise teams
- Develop the Innovation roadmap & anchor Stage gate process on the brand
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Engagement with Cross-functional teams (Finance/PR/Ops/SC/Sales etc) to deliver end to end marketing programs
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Lead the engagement with global and regional brand leads
- Net Revenue Growth
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Share (Volume and Value)
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Working / Non-Working A&M on target
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% Innovations vs target
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Brand Equity KPIs (from Brand Power)
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Brand Health KPIs
Qualifications:
Experience and Qualification
- MBA-Marketing from a premier institute
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6-8 years of FMCG experience panning across sales/trade marketing followed by Brand Marketing experience.
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Brand marketing expertise and equity exposure, preferably in CPG industry.
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Skills and Behavioural Attributes
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Strong experience of working on Core brands as well as building innovation pipeline to stretch TM
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Self-starter and high sense of ownership
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Project Management with network planning experience
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Strong leadership and communication skills
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Ability of working in a complex, matrix environmentHigh level of analytical rigor/skills, understanding consumer needs/trends and problem-solving approach
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Strong collaboration skills to partner with functional teams, agency partners and Business teams
