Lay's Brand Manager

Beschreibung:

Overview

At PepsiCo, you'll discover a place where our mission is to create smiles around the world. With a portfolio of more than 500 beloved brands including, Pepsi, Lay's and Lipton Ice Tea, our work touches millions of people every day.

At the heart of the company is a team of thinkers, creators, and problem-solvers who collaborate to innovate and turn ideas into action. Driven by innovation and a focus on creating joyful moments through food and drinks, our decisions are guided by consumer centricity, creating opportunities for our associates to do meaningful work and make a lasting impact in the communities we serve.

Whatever your role, you'll be part of a global community that values your ideas and empowers you to make an impact, on your career and on the world around you.

We are looking for a Brand Manager to join our Marketing team based in Istanbul and will directly report to Senior Brand Manager. The role will be permanent.

As a Lay's Deploy Brand Manager in Türkiye, you will be part of the execution of brand strategy across consumer channels, using strong consumer and market insights to drive growth and deliver impactful campaigns and standout brand experiences. You'll combine creativity with strong commercial thinking.
Join us in shaping Türkiye's most loved, thinnest and crispiest potato chips brand, creating smiles with every bite.
Responsibilities

* End-to-end ownership of Lay's brand and product lifecycle (including NPD from pre-launch process to post-launch evaluation)
* Develop and execute integrated E2E brand communication programs ensuring consistent brand positioning across all consumer touchpoints
* Build strong brand campaigns through best-in-class creative, execution, and media planning and support development and execution of annual brand, communication, and TCP plans
* Lead cross-functional projects to drive product enhancements, LTO & innovation pipeline, growth initiatives, ensuring seamless execution and market readiness for flawless commercialization
* Collaborate closely with key stakeholders (Commercialization, Dx, Sales, Supply Chain, Insights, etc.) to track brand performance, unlock commercial opportunities and address challenges
* Partner closely with Dx and Sales to deliver effective shopper marketing, in-store execution, and retailer-specific activations across retail channels
* Lead and manage external agency ecosystem to ensure strong brand impact and delivery excellence
* Generate actionable insights through data analysis and market, category, brand, and competitor tracking to evaluate performance, identify risks and opportunities, and drive strategic growth recommendations
* Lead digital and social media planning with agencies to deliver impactful consumer experiences
* Drive campaign evaluation, learning implications, and continuous optimization
* Manage overall A&M budget and ensure efficient investment aligned with brand priorities
Qualifications

* University degree with at least 5 years of marketing, preferably brand management experience
* Strong analytical, problem-solving, and project management skills; able to manage multiple priorities
* Proven & excellent cross-functional collaboration and stakeholder management
* Creative thinker with a growth mindset and results-oriented approach (always looking for the most impactful way to execute ideas & campaigns)
* Passionate about being an early adopter of trends
* Strong communication skills with demonstrated leadership ability
* Confident with data and financials and can translate those into actionable brand recommendations.
* Fluent in English and Turkish (written and spoken)
* Flexible, resilient, and adaptable in a fast-changing environment

* End-to-end ownership of Lay's brand and product lifecycle (including NPD from pre-launch process to post-launch evaluation)
* Develop and execute integrated E2E brand communication programs ensuring consistent brand positioning across all consumer touchpoints
* Build strong brand campaigns through best-in-class creative, execution, and media planning and support development and execution of annual brand, communication, and TCP plans
* Lead cross-functional projects to drive product enhancements, LTO & innovation pipeline, growth initiatives, ensuring seamless execution and market readiness for flawless commercialization
* Collaborate closely with key stakeholders (Commercialization, Dx, Sales, Supply Chain, Insights, etc.) to track brand performance, unlock commercial opportunities and address challenges
* Partner closely with Dx and Sales to deliver effective shopper marketing, in-store execution, and retailer-specific activations across retail channels
* Lead and manage external agency ecosystem to ensure strong brand impact and delivery excellence
* Generate actionable insights through data analysis and market, category, brand, and competitor tracking to evaluate performance, identify risks and opportunities, and drive strategic growth recommendations
* Lead digital and social media planning with agencies to deliver impactful consumer experiences
* Drive campaign evaluation, learning implications, and continuous optimization
* Manage overall A&M budget and ensure efficient investment aligned with brand priorities

Ihr Profil:

* University degree with at least 5 years of marketing, preferably brand management experience
* Strong analytical, problem-solving, and project management skills; able to manage multiple priorities
* Proven & excellent cross-functional collaboration and stakeholder management
* Creative thinker with a growth mindset and results-oriented approach (always looking for the most impactful way to execute ideas & campaigns)
* Passionate about being an early adopter of trends
* Strong communication skills with demonstrated leadership ability
* Confident with data and financials and can translate those into actionable brand recommendations.
* Fluent in English and Turkish (written and spoken)
* Flexible, resilient, and adaptable in a fast-changing environment