PhilMAPS Foods Marketing Head

1 week ago

Dalton, United States PepsiCo Full time

Overview:

Leading the development & execution of Foods Marketing (Snacks & Quaker Portfolio) for GMD Asia Markets (Philippines, Malaysia, Singapore, Pacific Islands) by executing winning brand strategies, activation while working closely with the GM, Commercial Leads, and Marketing

Responsibilities:

Lead Development strategic Plan for Snacks Brands & Quaker Portfolio for Key Markets:

  • Recommend Marketing Strategic Plan based on consumer/market-place insights, right to succeed, field feedback and economics in alignment with GM and Commercial Leads
  • Core Brand profile/target and extension strategy
  • Advertising/communication strategy
  • Consumer interaction strategy (grass-roots, promotion, sponsorship, presence)
  • Packaging and pricing strategy
  • A&M strategy: level of support and Push/Pull balance
  • New Product and Format Developments
  • In-market success and new market/channel expansion (collaborate with Sales/Commercial)

Lead Quaker Category Development & Strategy work for all the markets of PhilMAPS:

  • Lead development of Sustainable & Profitable Growth Model on Quaker
  • Be key point of contact for Global team for application of Global Strategy in local context to deliver growth agenda on Quaker
  • Work with insights to scope key Demand Spaces & Needs within Breakfast Cereals & develop Quaker Playbook (Communication, innovation & Activation) to
  • Work with other market leads (e.g. China, Hong Kong) to ensure sharing of Best Practices & innovation
  • Develop a multi-year innovation pipeline development for all markets across Asia BU markets to drive the growth

Develop the marketing AOP for Foods & support timely deployment of AOP calendar:

  • Develop integrated Marketing & Communication strategy for all Key Markets
  • Manage advertising development in alignment with Global/Regional platforms and guide key local mkt projects (including creating new work &.or lift & adapt global copies)
  • Support local Marketing managers to develop a Promotional Calendar for the full year

Coordinate development of New Product & Packaging platforms with Regional R&D and lead multi-functional teams:

  • Work closely with Category Team, Import-Export team, Commercialization team, Regional R&D, SRA & local Marketing teams on any new product developments or launches ensuring on time, quality and products that meet local markets needs/compliance
  • Coordinate development of R&D product strategy and pipeline of global product/packaging innovation
  • Ensure that innovation ideas comply with Brand strategy and facilitate global transfer of learnings

Build Marketing organization capability on Brand Marketing through training and enable sharing of best practices:

  • Implement Training of How Brands Grow & Move People Model to be deployed across markets
  • Raise Marketing expertise and know-how of Marketing Managers
  • Leverage PepsiCo Best Practices, and work creatively and efficiently within PepsiCos matrix organization to see how best to recreate for Vietnam, if there is local relevance and opportunity
  • Nurture an environment of learning and development

Partner on consumer/customer insights for snacks & Quaker category, and analyze competitive intelligence:

  • Identify consumer/market-place insights to sustain competitiveness of products and drive top-line volume
  • Monitor competitive strategy/moves and review implications on strategy/tactics
  • Leverage research, insights or competitive market information to lead the quick development and implementation of responsive action/tactical plans to address unexpected market changes and opportunities

Global Control Standards (GCS)

  • As a process owner for A&M process, lead the GCS agenda in accordance with PepsiCo Accountability model by building GCS capability, ensuring robust risk assessment, quarterly GCS testing by Control Owners.
  • Assess key control effectiveness and ensure gaps, as identified in quarterly testing and corporate audit, are remediated on a timely basis. Maintain process documentation that is complete and accurate and main a strong control environment in Marketing function.


Qualifications:

Knowledge & Experience

  • 12-15 years of experience in Brand Strategy, managing a portfolio of brands & leading brand managers
  • Understanding of Brand P&L, Promotion strategy and GTM Models
  • Strong consumer & creative marketing background with strategic thinking and insight orientation
  • Creative appreciation Advertising development awareness / promotional and event experience
  • Proven track record in launching new products into emerging markets that have been successful/sustained over time
  • Experience with leading teams and working in matrix organizations
  • Ability to effectively work in a multi-gender, multi-national work team; whilst displaying particular sensitivity towards cultural and ethnic differences

Personal Qualities & Skills

  • Strong Leader and able to inspire team. Has leadership and influencing skills
  • Strong communication, analytic, organization and presentation skills
  • Strong analytical skills: Able to identify and isolate opportunities/issues with action plans in a clear and logical way.
  • Strong presentation skills: able persuade manager and team on plan and thinking.
  • Excellent interpersonal skills (important due to multi party/external business partners bus. model)
  • Ability to manage and prioritize multiple projects
  • Flexible, adapts to changes easily
  • Sound attention for details without losing focus on big picture
  • Ability to work with different people and exert good organization impact with confidence
  • Passionate about results
  • Entrepreneurial Mindset
  • Positive, self-motivated and a team player

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