AMESA Consumer Engagement & Marketing Capability Sr. Director at PepsiCo

Main Purpose:

This role is an integral part of the marketing leadership team for Africa, Middle East & South Asia, responsible for leading the consumer engagement & marketing transformation agendas. The role focuses on 5 key priorities for AMESA namely: Digital transformation, Media strategy, A&M Optimization, Creative excellence and building a stronger marketing organization.

The role is highly cross-functional and interactions will be at the most senior levels within the Sector, Business Units and Global team including regular interactions with the AMESA Executive Committee, BU Leadership Teams, Global CMO and Global Marketing Leadership Committee members.

The role is a SPOC and key representative for AMESA on multiple PepsiCo Global Forums and taskforces responsible for designing and building PepsiCo’s global strategies for Media, Digital Transformation, content, Marketing Capability and Data agendas.

Responsibilities

Key Accountabilities:

About this Role: This is a key role overseeing the full Consumer Engagement structure while managing an extended team & matrix organization of over 40+ resources located across all key markets in AMESA, covering a set of accountabilities including:

• Lead the design of PepsiCo AMESA digital media strategy to optimize digital investments, while scaling performance marketing leveraging data and programmatic media.
• Building AMESA Marketing Tech stack and strategy to utilize solutions to enhance real-time digital measurement, optimization, viewability, deeper understanding of consumers and quality of digital content.
• Leading relationships and joint business planning with key partners and media agencies in the digital space
• Spearheading the organizations strategy to leverage 1P/2P/3P consumer data to drive personalization at scale, including the setup of full scale loyalty programs in key markets.
• Leading regional/sector media deals and media agency relationships ensuring strategic alignment with media partners across AMESA and driving synergies with unified MSA & SOWs.
• Designing topline media strategy & approving media investment choices for annual media budget while defining key priorities to deliver efficiency and competitive visibility for our brands across all key markets.
• Signing off on renumeration models, media rate cards, media commitments and productivity targets on an annual basis for AMESA markets.
• Working with Marketing leaders and agency partners across AMESA to fully adopt our creative development process across all markets.
• Building creative capabilities to enable marketing teams to deliver strong brand experiences while maintaining A&M efficiency. (Digital Asset Management, Packaging & Content Adaptations & Marketing Procurement)
• Building agency eco-systems in key markets granting marketing leaders access to consolidated pool of strong partners with long-term vested interest in PepsiCo brands.
• Leading an in-house creative capability with a focus on elevating creative outputs for our markets.
• Roll-out a series of A&M budget optimization initiatives with a responsibility of continuous improvement on our Non-Working investment aiming for the target of 27% across all key markets.
• Overseeing the roll-out of AMESA marketing capability training and development programs both globally led initiatives and AMESA designed programs.
• Building AMESA marketing organization culture leveraging OHS results with a mandate to enhance quality of elements such as Celebrating success and engaging in Moments of Fun.
• Designing forums for collaboration and knowledge exchange within AMESA sector. (AMESA marketing townhall, ACT, Marketing offsites & Creative Council)
• Building levers to develop R&R culture through different annual programs (BAM Awards, DARE awards & Leaders of Tomorrow)
• Leveraging GBS to drive value & productivity for AMESA through acting as design lead and key SPOC for our GBS organization responsible for scaling new capabilities, while partnering with GBS stakeholders to deliver world class output from marketing services within GBS.

Qualifications

Key Skills/Experience:

Required:

• Minimum of 15+ years of multi-discipline marketing experience across multiple geographies
• Experience managing a matrix organization with Senior team members (Sr. Manager & Directors)
• Deep expertise with media strategy and working with media partners to scale campaigns.
• Proven track record managing large scale local & regional negotiations.
• Strong integrated marketing experience (creating immersive, full funnel brand experiences to deliver brand experiences that drive commercial business impact)
• Experienced in managing large scale programs, various agencies, and working against shared goals and objectives.
• Ability to manage multiple projects in a fast moving and ever-changing environment with maturity and foresight to cope with input and changes, sometimes at the last minute.
• Proven track record leading Creative/content partners to deliver with excellence.
• Disruptive thinker and innovator. Ideal candidate continually challenges the conventional practices + status quo – bringing in new agencies, an outside-in POV + consumer centricity.
• Technically “aware” - this is not an IT role, but there is an aspect of the role designed to use technology to maximize comms plans during interactions, so candidates must have worked closely with the technological side of digital and e-commerce, web3, AR, AI

Differentiating Competencies Required:

Expertise - build support network and knows how to navigate regional teams

Embraces Challenges and Risks to Deliver the Right Results – Ability to navigate competing demands, provide clarity and direction, balance numerous tasks and meet tight deadlines.

Sophisticated Strategist and Conceptual Thinker – Ability to see the bigger picture, provide insights leveraging data, enjoys the challenge of unfamiliar tasks; learns quickly when facing new problems.

Resilience & Adaptability – thereby demonstrating the ability to navigate complexity and shifting goalposts.

Motivating & Inspiring Others

• Embraces & adapts well to change.
• Inspires passion & excitement around shared goals & values.
• Empowers others to act & think in ways that will get the job done.

Collaborating & influencing

• Strong communication and influencing skills – in all directions with all levels across the business.
• Collaborates well with others to deliver results.
• Keeps others informed so there are no unnecessary surprises.
• Understands & uses informal networks at the appropriate level to get things done.
• Can be direct/forceful as well as tactful/diplomatic.