Marketing Capability Lead
PepsiCo
Hyderabad, Telangana, India
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
