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Responsible for ground level execution of strategic transformation initiatives and outcomes for the brand. Execute brand strategy through rigorous planning and monitoring of marketing activities – to drive sales and share growth in line with overall corporate strategy and ambition.
Job Responsibility:
Execute transformation of Doritos including positioning in the anchor demand space, product attribute enhancement, flavor range revamp, innovation pipeline, capability strengthening, delivery of impact & stakeholder management
Work closely with the Brand Manager ensuring regular updates, escalations & de-bottlenecking
Lead cross-functional projects for Doritos, liaising strongly with internal stakeholders (Sales, Marketing, R&D and Mfg.)
Perform regular follow-ups with distributors to track sales progress & flag gaps
Actively track financial performance of the brand and highlight risks/ gaps to the leadership
Conduct robust cost benefit analysis for each initiative under Doritos
Support in insight development, performance tracking and identifying opportunities for growth of the portfolio
Assist in the development & execution of annual brand and communication plan
Proactively manage brand’s A&M budget
Work closely with the sales team on account specific and national on-pack promotions and activations
Act as a “guardian of the brand” ensuring all local executions are in-line with PepsiCo standards
Work with agencies for product research, activations for “gaming” platform (both ATL & BTL) & promotion plans
Identify & work closely with “gaming” platform partners to enhance equity
Manage approval process (packaging, promotion) with agencies, suppliers & govt authorities
Lead on ground analysis of consumer behaviour, market trends & competitor activity to identify potential growth opportunities
Drive innovation agenda for brand portfolio, lift & shift opportunities, product enhancement & flavour range revamp initiatives
Align field operations to marketing calendar & provide support
Monitor & report on industry / category best practices – through competitor benchmarking
Develop & communicate channel specific initiatives with GTM team & salesforce
Work closely with DX function for execution of trade / consumer offers customized with a channel-tailored agenda
Requirements:
Graduate/Post-graduate from premiere institutes preferably related to Business