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Associate Director - Franchise Growth office & Trade Marketing Lead

4-7 years

Gurgaon / Gurugram

1 vacancy

Associate Director - Franchise Growth office & Trade Marketing Lead

PepsiCo

posted 1mon ago

Job Description

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 agendas 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 agendas
  • 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

Employment Type: Full Time, Permanent

Read full job description

PepsiCo Interview Questions & Tips

Prepare for PepsiCo Associate Director roles with real interview advice

Top PepsiCo Associate Director Interview Questions

Q1. In Sponsored Products, how many types of campaigns can you make?
Q2. Are you familiar to environment where you have to explain what is it that you do to a 5 year old?
Q3. What are the key metrics that you track to measure the performance of a brand in a particular market?
View all 93 questions

What people at PepsiCo are saying

4.2
 Rating based on 16 Associate Director reviews

Likes

Large MNC with tremendous opportunity to learn. Very good people practices and lot of focus on talent development and retention. Decent process for performance management.

  • Salary - Excellent
  • +4 more
Dislikes

Very hierarchical and slow. Laggard in terms of technology adoption. Yoy productivity pressures on people cost.

Read 16 Associate Director reviews

Associate Director salary at PepsiCo

reported by 106 employees with 13-21 years exp.
₹40 L/yr - ₹101 L/yr
92% more than the average Associate Director Salary in India
View more details

What PepsiCo employees are saying about work life

based on 2.6k employees
66%
49%
40%
97%
Flexible timing
Monday to Saturday
Within city
Day Shift
View more insights

PepsiCo Benefits

Submitted by Company
Health and insurance benefits
Work/life benefits
Well-being
Retirement benefits
Submitted by Employees
Job Training
Health Insurance
Soft Skill Training
Free Transport
Team Outings
Cafeteria +6 more
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PepsiCo Gurgaon / Gurugram Office Location

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Gurugram Office
PepsiCo India Holdings Pvt. Ltd., 3B, Garden Estate, Nathupur, Sector 24 Gurugram
Haryana 122010

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