Amesa Consumer Engagement
1 week ago
Overview:
**AMESA Consumer Engagement & Marketing Capability Sr. Director**
**PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $79 billion in net revenue in 2021, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.**
**Main Purpose**:
This role is an integral part of the marketing leadership team for Africa, Middle East & South Asia, responsible for leading the consumer engagement & marketing transformation agendas. The role focuses on 5 key priorities for AMESA namely: Digital transformation, Media strategy, A&M Optimization, Creative excellence and building a stronger marketing organization.
The role is highly cross-functional and interactions will be at the most senior levels within the Sector, Business Units and Global team including regular interactions with the AMESA Executive Committee, BU Leadership Teams, Global CMO and Global Marketing Leadership Committee members.
The role is a SPOC and key representative for AMESA on multiple PepsiCo Global Forums and taskforces responsible for designing and building PepsiCo’s global strategies for Media, Digital Transformation, content, Marketing Capability and Data agendas.
**Responsibilities**:
**Key Accountabilities**:
About this Role: This is a key role overseeing the full Consumer Engagement structure while managing an extended team & matrix organization of over 40+ resources located across all key markets in AMESA, covering a set of accountabilities including:
- Lead the design of PepsiCo AMESA digital media strategy to optimize digital investments, while scaling performance marketing leveraging data and programmatic media.
- Building AMESA Marketing Tech stack and strategy to utilize solutions to enhance real-time digital measurement, optimization, viewability, deeper understanding of consumers and quality of digital content.
- Leading relationships and joint business planning with key partners and media agencies in the digital space
- Spearheading the organizations strategy to leverage 1P/2P/3P consumer data to drive personalization at scale, including the setup of full scale loyalty programs in key markets.
- Leading regional/sector media deals and media agency relationships ensuring strategic alignment with media partners across AMESA and driving synergies with unified MSA & SOWs.
- Designing topline media strategy & approving media investment choices for annual media budget while defining key priorities to deliver efficiency and competitive visibility for our brands across all key markets.
- Signing off on renumeration models, media rate cards, media commitments and productivity targets on an annual basis for AMESA markets.
- Working with Marketing leaders and agency partners across AMESA to fully adopt our creative development process across all markets.
- Building creative capabilities to enable marketing teams to deliver strong brand experiences while maintaining A&M efficiency. (Digital Asset Management, Packaging & Content Adaptations & Marketing Procurement)
- Building agency eco-systems in key markets granting marketing leaders access to consolidated pool of strong partners with long-term vested interest in PepsiCo brands.
- Leading an in-house creative capability with a focus on elevating creative outputs for our markets.
- Roll-out a series of A&M budget optimization initiatives with a responsibility of continuous improvement on our Non-Working investment aiming for the target of 27% across all key markets.
- Overseeing the roll-out of AMESA marketing capability training and development programs both globally led initiatives and AMESA designed programs.
- Building AMESA marketing organization culture leveraging OHS results with a mandate to enhance quality of elements such as Celebrating success and engaging in Moments of Fun.
- Designing forums for collaboration and knowledge exchange within AMESA sector. (AMESA marketing townhall, ACT, Marketing offsites & Creative Council)
- Building levers to develop R&R culture through different annual programs (BAM Awards, DARE awards & Leaders of Tomorrow)
- Leveraging GBS to drive value & productivity for AMESA through acting as design lead and key SPOC for our GBS organization responsible for scaling new capabilities, while partnering with GBS stakeholders to deliver world class output from marketing services within GBS.
#LI**:
- EXEC**
Qualifications:
**Key Skills/Experience**:
**Required**:
- Minimum of 15+ years of multi-discipline marketing experience across multiple geographies
- Experience managing a matrix organization with Senior team members (Sr. Manager & Directors)
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