Overview Help set long term brand goals and Annual Operating Plans for the Cola brand (Pepsi) in the Philippines and drive sustainable growth through building muscular brands and innovations under PepsiCo portfolios Drive the portfolio agenda in alignment with the Marketing Lead for CSD category and the bottler in accordance with the PepsiCo brands' guardrails Work closely with our beverage marketing team and bottler team to develop and achieve the portfolio's deliverables. Work with Regional Team on global / regional rollout of initiatives and innovations Responsibilities Cola Brand Management Manage Cola brand (Pepsi) in coordination with the CSD Marketing Lead, advancing the performance and growth of the brands. Track volume and market share to assess progress vs. plan and develop appropriate adjustments as needed Conduct regular Consumer/Channel/Competitors trend analysis for defining brand issues and developing plans for execution Develop consumer research program for new product launch opportunities Strategy Planning Work with the CSD Marketing Lead to develop the portfolio and brand strategies of Cola brand (Pepsi) by setting long-term brand goals and planning initiatives based on market and consumer insights Portfolio plan development for business fundamentals: Develop brand expansion roadmaps via developing brand product portfolio within the brand guardrail thru collaborating with cross function team Marketing Campaign and Consumer Promotion Development and Execution Lead the development of communications and content around the brands that drive consumer excitement. Develop and execute creative, media, PR and in-store advertising strategies. Advertising development spans identification of consumer insight, testing of the ad materials and up to the launch of the final ad material. Localize global or regional brand campaigns for Pepsi Create consumer promotion calendars for the brands by utilizing local agencies. Generate customized campaigns and innovations for key AFH accounts Evaluate the effectiveness and efficiency of current marketing strategies and tactics, and make recommendations for changes and improvements. Initiate market research studies that will support and propel brand activities to success Go-to-Market strategy Development & Execution Develop thematic engagement program for channel via analyzing channel performance & trend and secure the buy-in and execution drive of the bottler Lead channel engagements thru right thematic program to drive consumer & shopper engagements Develop and lead engagement of customer-specific programs in Key Accounts based on occasion analysis New Innovation Launch Strategy Development & Execution Evaluate and align on innovation projects with CDT, R&D, Operations and Finance thru the stage gate process Present to and obtain the agreement of the bottler Mancom to proceed with innovation projects Lead the project to launch via seamless communication with local and regional cross functional teams within PepsiCo and the bottler Create and implement the launch plan for new innovations under the portfolio plan with internal and bottler cross-functional teams Media Planning and Agency Management Write media brief and plan GRP, CPRP based on A&M plan Assess and select most appropriate consumer touch points and execute 360 reach plans Monitor monthly media buying result to check the performance of media & digital KPI scores Negotiate production costs and agency fees Innovation Planning and Launch Management Align 3-year innovation pipeline with local MU, bottler and regional team Lead regional and local taskforce in preparing and managing innovation launches Manage projects in Accolade and ensures innovations are aligned with business/execution targets Trade Execution Work with PCPPI Sales and Trade Marketing Heads in ensuring brand strategies and tactics are apt to achieve goals, and to ensure that projects are properly executed in trade Collaborate with PCPPI Key Accounts Leads in developing account-exclusive innovations Directly engage with key PCPPI customers' heads and work jointly on the development and execution of projects Develop and execute strategy and monitor implementation of special regional projects to unlock white spaces Qualifications Knowledge & Experience University degree, Marketing degree is a preference Familiarity with marketing discipline, preferably in FMCG environment Understanding of the foods and beverage business Project Management- Resourcing and implementation of the project (leads and monitors process) Analytical Skills - Can conduct quantitative evaluation and develop assumptions based on findings Communication Skills - Presentation of data or information (crafting of presentation decks and articulating information); Articulate, assertive, and agile negotiator
