A&M Expert

Responsibilities

Overall

• Responsible for A&M spend process mapping and developing proposal for A&M right sizing optimization, A&M Allocation and A&M Efficiency & Effectiveness opportunities for Top 13 Pepsico markets.
• Creative problem solving and communicating marketing & business recommendations back to stakeholders on 3 major A&M themes: Size, Allocation, Efficiencies & Effectiveness

Data Management

• Work with A&M Snr Analysts in developing & validating BU A&M spend cube from raw data
• Provide A&M expertise in mapping of existing A&M spending processes in the BU, comparing vs external and internal benchmarking and expert set of analysis.

Consulting

• • Leads Market Deep Dives end to end: develop hypothesis to address given problem statement, prepare set of analyses & data required to perform them to support the hypothesis, develop creative solutions to drive efficiencies & effectiveness of A&M spend
  • Identifies inefficiencies in working and non-working A&M spend, develops hypothesis for driving efficiency and right sizing of A&M spend in the BU. Apply identified set of proven high-impact levers to size opportunity.
  • Identify above-market opportunities and channel to the right teams/functions to deliver (incl. S&T-driven opportunities)
  • Maintain, further develop, and share the toolkit of proven levers/initiatives across markets
  • Provides recommendations on S&T service catalogue leverage in the BU and work with Sector S&T Design leads /Sector PMO in understanding size of the prize and resourcing requirements.
  • Leads the working team including Project manager and Snr Analysts to develop the portfolio of A&M optimisation initiatives and ensures support during Deliver stage of the project.
  • Leads development and alignment of ambitious but realistic A&M efficiency target for the BU.
  • Establishes A&M spending frameworks, processes and ways of working, agency roster to ensure sustained A&M optimisation and right-sizing in the BU.
  • Support internal capability building effort in A&M process mapping to enable PepsiCo to drive further Marketing transformation projects independently and developing sustainable solutions for the BU in the long term.

• 10+ years in marketing at an FMCG company; Media agency management or Consulting background (5+ years) is a plus.
• Diverse experience across multiple operations and geographic locations (corporate, field, cross functional, developed and emerging markets)
• Proven track record in managing large scale marketing spends optimisation, developing new policies and ways of working
• Knowledge of PepsiCo A&M processes, agency landscape and spend is preferable
• Understanding of Marketing Procurement process is a plus
• Building internal capability and processes from scratch
• Strong communication skills and proficiency in English language with proven ability to influence at senior levels
• Strategist creative, autonomous, pro-active and results-oriented, comfortable challenging the status quo, with high capacity leadership to influence others
• Clarity: Simplifying complexity, communicating in a clear and concise manner; structural analytics thinking
• Collaboration/Stakeholder Engagement: Working across boundaries and creating trusting relationships, demonstrating active listening skills, customer-service attitude