Senior Marketing Manager

About PepsiCo:

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $79 billion in net revenue in 2021, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales. Guiding PepsiCo is the vision to be the Global Leader in Beverages and Convenient Foods by Winning with PepsiCo Positive (pep+). Pep+ is the strategic end-to-end transformation that puts sustainability and human capital at the center of how PepsiCo will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com. Building a more sustainable food system is critical for the health of the communities and the planet we all share. Have a look at the latest efforts by PepsiCo to fight climate change, protect natural resources, and more: https://pepsico.com/sustainability/strategy.

PepsiCo Northern Europe Beverages has a headquarter in Copenhagen and consists of a highly motivated team of 50 employees, with a clear ambition to retain and develop great work environment together with a strong business performance. PepsiCo is now looking for a Senior Marketing Manager for the carbonated soft drinks (CSD) business in the Northern European markets (Denmark, Finland, Baltics, Netherlands).
 

Main purpose:

The carbonated soft drinks business in the Northern European markets (Denmark, Finland, Baltics, Netherlands) has been successful, especially the brand Pepsi Max, with brand leadership in the cola segment in 4/5 Nordic markets and challenger status in the Netherlands and Baltics. Pepsi Max’s objective is to acquire and retain buyers in all the Nordic markets and accelerate penetration growth in Netherlands and Baltics. The objective is to substantially grow in NS Cola and be brand lead in all Nordic countries with Pepsi Max. Within the scope of this role is also to drive the continued launch and development of Rockstar (which has now launched in DK, FI & NL) – a globally aligned strategic innovation for the business. The role will be aligned to key bottlers (Royal Unibrew, Hartwell & Vrumona) across relevant geographies. The Senior Marketing Manager will have one direct report and reports to the Senior Marketing Director.
 

Accountabilities:

• Lead and steer the Pepsi trademark with clear focus on substantially growing NS proposition Pepsi Max across selected Northern European markets (Denmark, Finland, Baltics, and Netherlands).
• Successfully embed the launch of Rockstar in Finland, Denmark & Netherlands, ensuring the brand has the right tools to take sig share of the Energy drinks market.
• Develop compelling brand strategies and calendars on Pepsi & Rockstar that capture the immediate H1 perspective, in close cooperation with the Create Cluster & International Beverage teams respectively. 
• Create annual and 3 years plans in close cooperation with bottling partners and franchise team.
• Leverage and embrace TCP guidelines and framework in close cooperation with the TCP team and craft media plans on sufficiency parameters (master brand and on campaign level) plus seize digital channels and emerging platforms.
• Ensure customer and consumer centricity in plans and activations and strive for perfect balance between leveraging global assets and driving local intimacy, whilst efficiently managing costs.
• Identify the most relevant passion points and develop local related insights per market that help to leverage optimal activation, leverage assets in the most constructive and efficient way across markets.
• Shape portfolio from a consumer/shopper needs perspective taking into account market specifics, NRM and PPA considerations and champion guidelines on NPDs (flavours, iconic packaging, breakthrough propositions).
• Accelerate on integrated commercial planning by emphasizing translation of brand assets and campaigns to shop floor and e-com.
• Champion & demonstrate consumer closeness with relevant markets, understanding how PepsiCo can optimise plans, drive brand purpose and sustainability initiatives (100% rPet, sustainability on secondary packaging) and craft ambitious sustainability roadmap with sustainability manager and franchise partners/teams.
• Manage A&M in FOBO set up for markets and drive productivities.
• Monitor, assess and course correct KPIs and MWB on-going for discussion at internal forums and bottler meetings.

Key Skills/Experience Required:

• Proven track record in FMCG environment (10yrs+) for leading branded product marketing and traditional as well as new media planning.
• Outstanding experience with developing and executing 360 marketing plans (for both existing and new products).
• Strong business acumen and commercial understanding, savviness in net rev management and P&L.
• Experience in managing agencies, especially linked to Creative, Media, PR and BTL activation.
• Ability to lead, inspire and motivate the team in multi-country set-up, understanding and working with cultural pre-requisites.
• Excellent presentation and communication skills that spark strategic vision and enable decision making.
• Strong ability to setting priorities on resources balancing the needs of bottlers and internal PEP.
• Ability to navigate and influence within diverse matrix structures.
• Strong social skills, diplomacy and negotiating skills.
• Excellent stakeholder management abilities (internally as well as externally).
• Ability to work independently and without detailed guidance.
• Ability to deal with high levels of complexity and change.
• Results & solution oriented.