Marketing Capability Lead

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Overview

This role will lead the media agenda for Snacks and Beverages in the market and is responsible for delivering the media agenda in the market in close partnership with sector Media & Digital capability team. Primary responsibilities include managing media agencies to deliver media AOP, campaign plans and lead media/digital reporting & analytics.

This role will also be responsible for agency performance management, process management and driving media efficiencies in partnership with agencies and sector Media & Digital capability team.

Responsibilities

Functional Responsibilities:

Lead delivery of media AOP in partnership with media agencies

Leverage PEP Total Connections Planning framework and integrate with agency Strategic Planning framework to deliver media AOP
Establish learnings from consumer, category, competition & culture to define the growth challenge; define audience growth & identify audience insights
Define experience strategy including big ideas, experience design and asset guidance
Build AOP activation plan including budget allocations, tactical channel recommendations, media plan laydowns and KPIs

Campaign monitoring & reporting

Translate Media AOP activation plans into campaign plan and map deviations against Media AOP
Establish clear media & digital KPIs for campaigns and enhance agency processes to track & report performance against set KPIs
Elevate campaign monitoring & reporting framework and establish clear KPIs and timelines on in-campaign, real-time & post campaign metrics
Contribute to efforts in enhancing campaign monitoring/reporting in partnership with agencies and vendors including real-time automated dashboards
Support evaluation, negotiation & execution of media sponsorships

Execute media & digital reporting & analytics activities

Establish/enhance processes to provide regular reports to marketing teams on media spends, share of voice, competitive media spend estimates, etc.
Partner with media agencies & vendors to estimate competitive media spend and forecast scenarios for SOV/SOE for business requirements
Leverage global and regional vendors and agencies to process regular & ad-hoc social listening reports to marketing teams; facilitate social listening for functions beyond marketing as required by the business

Media Efficiency & Governance

Partner with media agencies to deliver media productivity and inflation mitigation through more efficient strategies & better negotiations
Leverage global / regional efforts to support media auditing and governance needs of the business; partner with media auditors to drive media efficiency & governance
Contribute to Marketing Mix Modeling / ROI initiatives and leverage learnings to enhance communication impact and optimize media spend
Leverage agency suite of tools to determine / right size media/A&M for brands as needed to inform budgeting decisions of marketing & finance teams

Partner management

Co-ordinate with agencies in markets and regionally in the execution and monitoring of media campaigns
Enhance partner evaluation process for media agencies & execute regular agency evaluation in partnership with marketing teams
Coordinate vendor negotiations for recurring contracts with partners in line with regional negotiation needs of the business
On-going relationship build-up with key media/digital agencies, vendors and platforms

Process management

Create and evolve communication processes with Business Partners (project planning, workflow monitoring, quality checks, on-going changes)
Improve existing processes based on frequent end-user and Business Partner feedback loop
Support simplification, standardization and digitalization efforts (in cooperation with global and sector stakeholders)

People Responsibilities:

The role will provide leadership & direction to the media agenda & GBS APAC media team

Develop team capabilities, motivation and engagement levels
Support subordinates and peers through mentoring & coaching in growing their functional and capabilities
Set and monitor performance goals for evaluation of direct subordinates
Provide timely feedback on team member performance
Build meaningful developmental paths for subordinates
Support team motivation and retention

Qualifications

10+ years of media/advertising/marketing experience required with at least 7 years in the media discipline
Media experience with both media agencies & in client side media roles preferred; Operational experience from business servicing sector and/or consulting experience would be a plus
Education: Masters in economics, sociology, math, statistics, marketing or management
Strong leadership and influencing profile in line with Insights Leader of the future definition: Motivates action through fact-based, inspirational material
Has a track record of identifying and championing new processes for improving fact-based decision making.
Can synthesize multiple, disparate data sources into compelling growth strategies. Formulates a strong POV and can articulate future scenarios
Strong collaborator: Interested and motivated by working with others. Actively creates and participates in opportunities to co-create solutions across markets; will be willing and able to embrace Responsive Ways of Working
Knowing the Business Cold: Can easily see how media can improve businesses impact and frames up efforts and opportunities to inform business decisions
Managerial experience: Experience in building a high performing and highly engaged team
Fluent English – obligatory

Essential:

Passion for understanding various consumer segments in markets and their media behaviors
Strong stakeholder management & communication skills needed to manage multiple internal and external stakeholders
Ability to stay focused and deliver the agenda while juggling multiple priorities in a dynamic environment
Very strong organizational and critical thinking skills
Highly organized and responsive, with the ability to deliver tight SLA deadlines
Good at data analysis with a strong attention to detail

Set alert for similar jobsMarketing Capability Lead role in Hyderabad, India

Company

PepsiCo

Job Posted

a year ago

Job Type

Full-time

WorkMode

On-site

Experience Level

8-12 years

Locations

Hyderabad, Telangana, India

Qualification

Master

Applicants

Be an early applicant

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