Brand Associate Manager (LAYS)

Overview
* 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
Responsibilities
* Execute transformation of Lay 's Gourmet, Lay's Maxx, Lay's Stax & other sub-lines including positioning in the anchor demand spaces, product attribute enhancement, capability strengthening, delivery of target impact & stakeholder management
* Work closely with the Brand Manager ensuring regular updates, escalations & de-bottlenecking in-line with overall governance structure as defined by the organization
* Lead cross-functional projects for Lay's sublines, liaising with internal stakeholders (Sales, Marketing, R&D and Mfg.) to drive initiatives across product attribute enhancement, flavor revamp, brand restage planning, marketing planning & commercialization
* 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 Lay's sublines to ensure overall economics are in line with organization objectives & are not profit dilutive
* 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 to deliver brand targets, in-line with brand codes such as -
* Lay's Gourmet: Premium, indulgent offering for enhanced moments
. Lay's Maxx: Doubly crunchy, satiating snack with foody flavors
* Proactively manage brand's A&M budget to ensure sufficient campaign funding with keen-view of overall brand budget
* Work closely with the sales team on account specific and national on-pack promotions and activations - Translate local knowledge to engaging "uniquely Saudi" brand activations (ad copies, POSM, packaging, sampling)
* Act as a "guardian of the brand" ensuring all local executions are in-line with PepsiCo standards
* Work with agencies for product research, activations, sampling & promotion plans
* Extensively work with agencies to identify & onboard relevant brand ambassadors to amplify communication of key brand codes
* Manage approval process (packaging, promotion, sampling) with agencies, suppliers & govt authorities
* Lead on ground analysis of consumer behavior, market trends & competitor activity to identify potential growth opportunities
* Drive innovation agenda for brand portfolio, core product enhancement opportunities & flavor enhancement initiatives in collaboration with insights, research and production teams
* 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, with focus on driving reach & growth of new flavors & innovations; collaborate & support them throughout execution
* Work closely with DX function for execution of trade / consumer offers customized with a channel-tailored agenda
Qualifications
Experience/Education
* Graduate/Post-graduate from premiere institutes preferably related to Business
* ‎5-‎8 years of experience
* Prior FMCG brand marketing experience
Competencies
Brand building & activations
* Led new brand/sub-brand launch hands-on
* Created & executed comprehensive brand plans & granular marketing activity calendars
* Managed BTL activities like pack design, PR, digital & shopper
Stakeholder management
* Strong cross-functional collaborator
* Exposure to internal commercials, financial acumen including brand P&L awareness
Project management
* Strong project management skills and ability to drive multiple projects through business stage-gate process
* Experience of 3rd party agency mgmt.