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Brand Activation Analyst

4 weeks ago

مصر, Egypt PepsiCo Full time

Overview:
Drive “In-Market Performance” of a specific brand within a specific CU. By full ownership of the commercial agenda of this brand from a volume/revenue/profitability stand-point, while being in-line with the overall “Develop” agenda of the brand.

**Responsibilities**:

- AOP Commercialization for a specific Brand for a MU:

- Commercializing and adapting AOP to suit the specific market needs of the brand and the MU.
- Focus on driving the commercial objectives of the brand and CU, within the AOP set by the “Develop”team
- Presents and aligns “Activate Marketing Manager / Director”
- Support’s all “Market Specific / Activate” plans of a specific brand for a specific CU:

- Leads on all aspects for “Activate” plans from development to in-market execution
- Aligns “Activate Marketing Manager / Director” on plans
- Support’s on all adaptation / in-market execution of “Develop” rolled-out innovations/ plans/campaigns for specific brand:

- Commercializes / develops in-market adaptation of all rolled-out Develop plans/campaigns to win in the market place
- Driving brand Economics / P&L:

- Ensuring that all brands’ economics for existing business is in-line with CU business objectives
- Manage new innovations with financial planning team to ensure all launches are in-line with CU’s profitability direction
- Lead on brand specific productivity projects to meet overall company’s P&L targets
- Brand / Innovations Capex Requirements:

- Responsible for leading the commercial aspect of any brand Capex investments requirements
- Leads on Performance monitoring:

- Responsible for periodically reviewing “brand” performance KPI’s via the various tools available, to identify possible issues and develop plans/tactics to address them.
- Brand A&M Budgets:

- Responsible for liaising and aligning with finance control team
- Ensuring no over spending occurs on any of the projects and on overall brand budget

Qualifications:

- Above-the-Line and Below-the-Line activity management
- Overall Business / Brand Management
- Business Strategy
- Excellent knowledge of AOP processes
- Excellent knowledge of copy production processes
- Excellent knowledge of all insights tools (Audit/CTS/6W’s)
- Excellent understanding on all brand related researches and consumer testing protocols
- Ability to create brand plans, based on sound insights and the right analysis
- Excellent understanding on the media processes, from planning to booking and airing
- Ability to understand/evaluate brand economics and P&L’s
- Excellent knowledge of sales cycle and plan
- Ability to understand the technical side of the brands - from an operational and R&D perspective
- Good knowledge of agencies work structure, roles and responsibilities
- Strong analytical skills - ability to interpret complex data and distil into useful and actionable information
- Strong marketing experience
- Excellent interpersonal skills with ability to comCUnicate and negotiate effectively across all levels and all functions of the organization.
- Excellent communication/presentation skills and ability to communicate with Global Groups/Teams, Senior Management, Suppliers, Agencies, etc
- Excellent leadership skills to be able to lead agencies, suppliers, and cross functional teams
- Excellent project management skills covering product & process development within FMCG environment (including ability to succinctly define project aims, work to a defined timeline, communicate project progress to stakeholders

**Education**:

- BA / MBA Degree Business Administration/Marketing/IMC/economics or equivalent from a reputable university

**Prior Work Experience**: Preferable if the incumbent has 3-5 years in top FMCG

**Language Proficiency**:

- Fluent English
- Fluent Arabic