Associate Director - Franchise Growth office & Trade Marketing Lead

Overview

Core purpose of this role is to act as a central force supporting Pepsico HQ Growth office & Bottler HQ growth teams,  with objective of defining & aligning annual/ quarterly growth planning, oversee budget allocation in growth initiatives, drive cadence of monthly/quarterly business reviews , develop trade/shopper/ channel marketing activities & governance with calendarization, that would drive such growth, and bring out regional as well as competitive nuances to our growth strategy through insights and trade/customer intimacy - integrating them into bottlers objectives while maintaining bottler relationship to drive business alignment

The incumbent will have 3 direct reportees

1. In-Market /Shopper Execution Manager: Liaison with brands, customer marketing agencies to adapt the brand proposition of the marketing mix to impact BTL marketing co-ordinating with bottler trade marketing central & regional teams. The role coordinates in getting market requirements around Festivals, Events, New launches and ensuring Brand playbooks are delivered and executed
2. Channel & Cluster Manager Partner with Pep PO1 Commercial capabilities team to build bottler understanding and execute long term commercial capability agendas with bottler teams. Develop channel & trade engagement programs (example Growth club retailer loyalty program, Megacity geo cluster program, Strategic Sampling plan inline with brand objectives) in alignment with bottler teams needs to drive key Pepsico focus agendas and share gain.
3. Data & Process/Transition Manager Lead the Daily Sales Data Dashboarding & reporting, drive & improvise Power BI data digitization which is used for MORs & be the process owner for Labels, Key Brand/Pack Transitions. This role also has a contractual in-direct reportee.

Overall, the incumbents role is to bring to life the Portfolio initiatives of Push and Pull between bottler and PEP across various Geos in the most efficient and engaging way possible to gain share and lead to growths

Responsibilities

Franchise Growth support:

• Anchor Year Joint Business Planning with Insights, Category, Franchise , Bottler Strategy teams with portfolio & commercial thinking
• Anchor Cadence Reviews Monthly/Quarterly with Pepsico leadership teams & Commercial / Supply Chain / Trade Marketing Councils with Bottler teams .
• Lead the Quarterly insights and planning process using insights from market share trends and other internal /external reports to develop plans 3-6months in advance and align with all stakeholders to ensure progress against the same.
• Execute Key Brand /pack/Geo activation programs: Work in co-ordination with the HO brand teams, Ho Bottler , Category & Franchise teams to ensure enhancement of brand presence and achievement of Brand penetration / weighted distribution tasks as may be discussed from time to time
• Partner with DX & NRM teams to land commercial capability agenda’s with bottler. Co-Create Effective TT Sub-Channel & Channel Engagement programs
• Planning the budgets and activities for the year taking points of view from the Franchise system, bottlers as well as all the brands

Channel & Cluster Marketing:

• Work with DX , NRM teams to develop TT Sub Channel Scale Engagement Programs incorporating DX Best practices, NRM OBPA, Sales Capability Tools and land the same with bottlers

Trade/Shopper Marketing:

• Define Year Trade Marketing Approach to support the Consumer/Pull agenda’s
• Plan Trade Marketing initiatives for India Beverages – Focus Month Priorities , Execution of in-market/shopper marketing calendar ( TT Sub Channel Activation Playbooks , Events, Festivals)
• Governance, tracking and more effective ways of utilizing budgets for VBL directly and non VBL bottlers
• Innovation & NPDs : Anchor and customize the launch Plan for New Brand/Pack/SKU/Promo Pack as per the Franchise business needs

Data & Process / Transitions:

• Govern the sales reporting data & develop / enhance Dashboarding to provide meaningful insights
• Drive the Brand/Pack/Promo Label Transitions in coordination with category, legal, regulatory , pep & bottler Supply Chain teams
• Coaches and develops skills of Direct report as well as peers amongst Franchise and brand leads by cross pollinating ideas and developing perspectives on the trade, team and customer needs and behaviour patterns

Qualifications

• Strong analytical and conceptual skills
• Team Management
• Collboration and influencing
• Innovation
• Strong Commercial understanding
• Negotiation skills
• Process orientation
• Savvy Communication and Presentation skills across multiple stakeholders.