Director - Media

Main Purpose:

This role lead on the strategic digital & media planning and optimization for all PepsiCo brands in the India BU region across beverages and food categories (India, Sri Lanka, Nepal a& Bangladesh). The role will also be responsible for:

• Digital transformation
• Supervision of campaign implementation
• Productivity
• Media budget management
• Ongoing reporting

Accountability:

1. To be the architect & owner of media strategies for all the PepsiCo brands deploying the Total Connections Planning framework
2. Develop media plans and forecasts including KPIs like Reach, Frequency, Spends, Volume impact using data and analytics to inform investments & optimization
3. Drive the relationship with the media planning agency and lead the planning, buying, budgeting and implementation of campaigns
4. Track market-wise delivery of campaigns and synthesize the performance to serve as an anchor of the overall marketing plan
5. Drive year-on-year efficiency in media spending through development of sharper planning and buying frameworks
6. Provide diligent stewardship of all campaigns executed, including ongoing schedule revisions to optimize performance
7. Geographies to be managed India, Bangladesh, Nepal and Srilanka

1. Lead the scale-up and operationalization of PepsiCo First Party data
2. Manage regulatory, IT, legal frameworks
3. Manage relationships with Sales Force etc.
4. Work with Global DX, IT, Strategy & Transformation team

Key Skills/Experience Required:

1. Full and autonomous capability to develop an annual operating media strategy for a portfolio of FMCG brands.
2. Expert on consumer landscape and consumer engagement platforms - traditional and digital in local markets.
3. Technical expert in multi media planning and optimization. multi digital touchpoint planning and optimization. Big emphasis on programmatic and social media KPIs/analytics.
4. Experience leading media activities across multiple markets: planning and launching regional and local campaigns
5. Experienced in managing media agency and vendor relationships.
6. Expert in setting up and implementing processes and periodic analytics reports to keep Sr management up to date on media performance both digital and traditional.
7. Expert in automation and dashboard tools to enhance information sharing across multiple functions, especially social media listening tools.
8. Technical expert in
9. Expert in designing always on social media strategies with emphasis on content marketing and evaluating the right content partners and talent for digital content development.

Differentiating Competencies Required:

• Adept at quick decision making, in a fast-paced environment with rapidly changing media environment
• Expertise in TV strategizing, planning and buying
• Expertise in data analysis and evaluation
• Attention to detail and accuracy in output
• Good knowledge of tools such as BARC, GWI, TGI etc
• Prior experience of TV planning and buying in a media agency set-up is preferred
• Collaborative in approach with good interpersonal communication and presentation skills.