Brand Manager – Lay’s

Company overview

PepsiCo serves consumers more than a billion times every day across over 200 countries and territories. Its portfolio spans beverages and convenient foods, featuring well-known brands such as LAY’S, DORITOS, CHEETOS, GATORADE, PEPSI and QUAKER. In 2021, the company reported more than $79 billion in net revenue. PepsiCo’s growth strategy is guided by pep+, a transformation agenda that places sustainability and human capital at the center of value creation.

The organization places strong emphasis on a collaborative, inclusive culture where employees are encouraged to contribute ideas and help shape the business. PepsiCo states that it is an equal opportunity employer and does not discriminate on the basis of age, pregnancy or marital/civil partnerships, religion or belief, gender or disability. The company is also Mowaamah-GOLD certified in Saudi Arabia.

Role overview

This position focuses on executing brand transformation work for Lay’s at the ground level. The role is responsible for translating strategy into action through careful planning, tracking and delivery of marketing initiatives that support sales, share growth and broader business goals.

Responsibilities

• Drive the implementation of Lay’s transformation agenda, including brand positioning, product improvements, flavor portfolio refreshes, innovation pipeline development and stakeholder alignment.
• Coordinate closely with the Senior Marketing Manager and provide timely updates, issue escalation and support in removing operational blockers within the governance structure.
• Manage cross-functional initiatives with teams across Sales, Marketing, R&D and Manufacturing to advance product enhancements, flavor revamps, limited-time offers, innovation launches and commercialization planning.
• Follow up with distributors on a regular basis to monitor sales performance and identify shortfalls.
• Track brand sales and financial results, and raise risks or gaps to leadership as needed.
• Evaluate each initiative with a strong cost-benefit lens to ensure it supports company objectives and protects profitability.
• Contribute to consumer insight generation, ongoing performance review and identification of portfolio growth opportunities.
• Support the creation and execution of the annual brand and communication plan to meet targets and reinforce the brand’s “rewarding, bold snack” positioning for solo gaming and online chatting occasions.
• Oversee the brand A&M budget carefully so campaign funding remains sufficient while staying aligned with the overall brand budget.
• Partner with the sales team on national and account-specific on-pack promotions and activations, and adapt local Saudi insights into gaming-focused ad copy, POSM and packaging.
• Serve as the brand steward to ensure all local executions meet PepsiCo standards.
• Work with agencies on consumer research, ATL/BTL gaming activations and promotional planning.
• Handle approval workflows for packaging and promotions with agencies, suppliers and government authorities.
• Analyze consumer behavior, market movements and competitor actions to uncover growth opportunities.
• Support the innovation agenda across the portfolio, including lift-and-shift opportunities, product upgrades and flavor revamps, in collaboration with insights, research and production teams.
• Align field operations with the marketing calendar and provide execution support.
• Monitor industry and category best practices through competitor benchmarking and report findings.
• Develop and communicate channel-specific initiatives with the GTM team and salesforce, with a focus on new flavors and innovations, and support rollout execution.
• Work with the DX team to execute customized trade and consumer offers tailored to specific channels.

Requirements

• Graduate or postgraduate degree from a top institute, preferably in a business-related field.
• Three to five years of work experience.
• Previous experience in FMCG brand marketing.
• Hands-on experience in brand building and activations.
• Experience launching a new brand or sub-brand.
• Ability to build comprehensive brand plans and detailed marketing calendars.
• Exposure to BTL work such as pack design, PR, digital and shopper marketing.
• Strong stakeholder management and cross-functional collaboration skills.
• Commercial awareness, including understanding of brand financials and P&L basics.
• Strong project management capability and comfort working through stage-gate processes.
• Experience managing third-party agencies.
• Ability to define strategic direction for detailed brand plans.
• Experience selecting suitable creative agencies to support the marketing agenda.

Additional information

Work location: Riyadh, Riyadh, Saudi Arabia. The role is full-time and onsite. No salary, openings, start date or application deadline were specified in the source.

Culture and equality

PepsiCo emphasizes diversity, equity and inclusion, and states that it provides a collaborative environment where people from different backgrounds can contribute and grow. The company also highlights its commitment to compliance with applicable human rights and equality laws in the countries where it operates.

Reference note

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