Overview

The CSD (Carbonated Soft Drinks) business in the Nordic countries has been successful especially on the Drive 5 brand Pepsi Max, with brand leadership in the cola segment in 4/5 Nordic markets and challenger status in the Netherlands, Baltics & Switzerland. Pepsi Max objective is to acquire and retain buyers in all the Nordic markets and accelerate penetration growth in NL, Baltics & Switzerland. The objective is to substantially grow in No Sugar Cola and be brand lead in all Nordic countries with Pepsi Max. Within the scope of this role is also to drive the continued launch and development of Rockstar (which has now launched in DK, FI & NL) – a globally aligned strategic innovation for the business.

The role owner drives and accelerates Share of Market, penetration and all brand equity related KPIs for our Beverages (focusing on Pepsi Max & Rockstar), namely brand awareness, consideration and trial plus brand power (meaningfulness, saliency and relevance). The role will be aligned to key bottlers (Royal Unibrew, Hartwell & Vrumona) across four geographies (Denmark, Finland, Baltics, Netherlands).

The role will be responsible executing the brand strategy in their geos as wel as developing calendar initaitves along with the Marketing Managers, sector & IB teams. They will also need to localise assets and tailor them to local geographies, working with the insights teams and bottlers to understand local consumer need. The candidates will also need to help manage the full Total Connections Planning (TCP) agenda with our TCP colleagues and ensure we have effective media (and SoMe) plans in place. They will play a key role in helping to drive bottler alignment to our plans and ensuring the BTL activity is co-ordinated with the ATL. The role will also be expected to contribute to key business processes e.g. TCP planning, Comms Development. Finally, this role will be responsible for helping to manage, plan and monitor our A&M (Advertising & Marketing) spend across their geog’s.

Responsibilities

• Support the Marketing manager in the overall management of Pepsi & Rockstar for your geogs
• Lead the development of set initiatives in the calendar, building and tailoring programmes relevant for your geogs
• Support the development of compelling brand strategies and calendars on Pepsi & Rockstar that capture the immediate short-term perspective, in close cooperation with cross-functional teams respectively global for long-term perspective
• Understand and represent the needs of our bottlers and help build relevant initiatives into our plans
• Identify the most relevant passion points and develop local related insights per market that help to leverage optimal activation, leverage assets in the most constructive and efficient way across markets
• Ensure customer and consumer centricity in plans and activations and strive for perfect balance between leveraging global assets and driving local intimacy, whilst efficiently managing costs (working/non-working)
• Lead key projects through the Gate Stage process, representing the needs of both PEP and the bottler
• Create yearly plans in close cooperation with bottling partners and Pep franchise team
• Help develop and execute effective and compelling TCP & media plans for key markets
• Successfully embed the launch of Rockstar in Finland, Denmark & Netherlands, ensuring the brand has the right tools to take sig share of the Energy drinks market
• Manage A&M in key geogs and drive productivities
• Monitor, assess and course-correct KPIs and Must Win Battles on-going for discussion at internal forums and bottler meetings
• Help to drive successful SoMe camaigns (where relevant) in collaboration with Bottlers / CAM’s
• Shape perfect portfolio from a consumer/shopper needs perspective taking into account market specifics, Nett Revenue Management and Price Pack considerations and champion guidelines on New Product Developments (flavours, iconic packaging, breakthrough propositions)
• Accelerate on integrated commercial planning by emphasizing perfect translation of brand assets and campaigns to shop floor and e-com
• Help to drive and deliver key PEP initiatives with our bottling partners and in our comms (where relevant)

Qualifications

Essential: 

• University degree 
• 5 years professional FMCG experience in marketing roles 
• Experience leading branded product marketing and media planning
• Experience with developing and executing 360 marketing plans (for both existing and new products) 
• Experience in developing excellent ATL and BTL campaigns 
• Experience in working with agencies, especially linked to Creative, Media, PR and BTL activation 
• High interest and up to date on Consumer trends and media habits 
• Strong understanding of how to leverage Consumer and shopper insight into strategy and marketing plan development 
• Execellent presentation and communication skills
• Solid knowledge on how to use Nielsen and Gfk data 
• Fluency in English 
• Analytically strong with ability to sort through multiple data sources 
• Time and project management skills 
• Strong digital marketing capabilities

About PepsiCo 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 $86 billion in net revenue in 2022, 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. 

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep (PepsiCo Positive). pep is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on Twitter, Instagram, Facebook, and LinkedIn @PepsiCo.

We are an equal opportunity employer and we value diversity and inclusivity at our company; it is an essential part of our success. We do not discriminate on the basis of age, pregnancy or maternity, marital/civil partnerships, religion or belief, sex or sexual orientation, gender or gender reassignment, disability or race including; color, nationality, ethnic or national origin. Please also visit www.pepsico.com/about/diversity-and-engagement for more information on what we do in practice to embrace diversity and inclusivity in the working surroundings and in society.