Brand Manager

• Drive volume and share growth for PepsiCo’s Carbonated Soft Drinks (CSD) portfolio in Malaysia, Singapore, and Brunei (MAPS).
• Develop marketing programs for all CSD brands in MAPS
• Manage and Track CSD A&M spending
• Liaison with Etika bottler marketing teams to ensure strong execution of marketing programs
• Work with commercial team to deliver innovation on time and with excellence

Annual Operating Plan (AOP) / Joint Business Planning (JBP)

• CSD Market Execution plans development: Work with Head of Marketing to develop execution strategy based on market / channel dynamics understanding
• CSD Brand-Building/Marketing plans Development: Setting brand goals and planning on-going action plans
• Business Fundamentals: Develop brand expansion roadmap for CSD category products including relevant innovations, promotions and packaging support

Tracking Key Business Element and Action Recommendation

• Tracking monthly CSD Bev Volume to assess progress vs plan and recommend appropriate adjustment
• Track/analysis Nielsen RI data to assess the market progress in retail
• Track/analysis consumer reaction data in digital aligning with the agency

Marketing Campaign and Consumer Promotion Development and Execution

• Development of communications and content around CSD brands that drive consumer excitement.Coordinate advertising development, from identification of consumer insight to testing of final film
• Localize global or Regional CSD brand campaigns
• Development of consumer promotion calendar for CSD brands by utilizing local agencies.
• Evaluate the effectiveness and efficiency of current marketing strategies and tactics, and make recommendations for changes and improvements
• Support Head of Marketing for the seamless marketing-channel execution

Brand Performance Analytics and Understanding Consumer Insight

• 3C’s: Evaluate brand performance & find issues for brand planning
• Market Share and Brand Health: Analyze Volume and Value shares and Brand Equity Scores to understand market & consumer trend and develop action plans for Brand Health
• Understanding Consumer Insight: Demographic/psychographic trends, consumer perceptions/attitudes, need states, motivations, and purchase/consumption behavior to advance the business

A&M Budget Management

• Recommend proper A&M budget based on CSD AOP initiatives to Head of Marketing
• Execute Monthly Marketing Funds Authorisation Request (MFAR) Tracking to check total spending progress vs plan and budget for CSD

Media Planning and Agency Management

• Write agency brief and plan based on A&M plan
• Find proper consumer touch points and execute 360 reach plans
• Check monthly media buying result to check media KPI scores
• Negotiate production costs and agency fees

Alignment

• CSD Marketing Plan Alignment: Support Head of Marketing and Senior Marketing Director for aligning CSD marketing plan with bottler including innovation, marketing calendar and A&M.
• Work with Regional Marketing team to influence and secure alignment over CSD Bev agenda

People Management

• Support Marketing Lead and Franchise Lead to ensure the appropriate work structure and process with Bottler and Agencies to Drive Pepsico Value
• Support Head of Marketing to drive the Control agenda of Marketing to ensure that all tasks and activities are GCS compliant
• Drive Pepsico Value to local marketing team and bottler

Key Control Accountabilities

• Ensure compliance with of key processes related to A&M budget, MFAR, and other controls indicated in the Risk Control Matrix
• Conduct period key control process tests

• At least 4-8 years of experience in a brand marketing role in an FMCG environment
• Able to manage multiple and sometimes conflicting agendas/requirements
• Thinking Out of the Box, passion to learn & stretch
• Must be a self-starter, able to take up projects independently and develop own KPIs to achieve overall business results
• Good interpersonal, communication and influencing skills.
• Customer oriented, logical thinking, self-motivated, independent, willing to work under pressure
• Good communication
• Project Management