Overview
The role owns local brand planning and execution, turning regional category strategy into winning in-market plans. You will deliver sales, market share and profitability targets by leading campaigns, activations and innovation launches, and by building strong consumer and market understanding. You will work in a matrix environment, partnering with regional Marketing, Insights, Commercial, Supply Chain and Finance teams, and with external agencies.
Responsibilities
Drive Category Performance in Assigned Markets
- Lead execution of category and brand strategies in assigned markets.
- Deliver country business objectives, including sales, market share and profitability targets.
Own Local Brand Planning and Execution
- Develop and implement annual market plans aligned with regional category priorities.
- Ensure flawless execution of campaigns, activations and commercial initiatives.
Manage Portfolio and Innovation Deployment
- Execute innovation launches, renovations and portfolio changes in assigned markets.
- Identify local growth opportunities and business risks.
Generate Consumer and Market Insights
- Monitor consumer, shopper and competitive trends.
- Translate local insights into recommendations for category growth.
Lead Cross-Functional Execution
- Partner with Commercial, Supply Chain and Finance teams to ensure delivery of business objectives.
- Coordinate local implementation of regional initiatives.
Manage Marketing Investments
- Plan and monitor A&M spending in assigned markets.
- Track performance and recommend optimization actions to improve ROI.
- University degree in Marketing, Economics, Business or a related field
- 3+ years of brand management / marketing experience, preferably in FMCG
- Experience in annual brand planning, 360° campaigns and new product launches
- A&M budget management and basic P&L understanding
- Strong analytical skills, with the ability to turn data into insights and actions
- Ability to collaborate and influence in a cross-functional, matrix environment
- Strong project management and communication skills
- Ownership and results orientation
- Fluent in Georgian, English and Russian languages
Job description provided by PepsiCo.
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