Beverages Chief Marketing Officer (CMO), Turkey

Overview Drive and contribute to PepsiCo Beverages vision, strategy, and execution program by creating and delivering on short- and long-term company and brand plans that provide a sustainable, consistent, and healthy business foundation. The scope includes those brands that are currently within the portfolio (CSD, LRB) and those non-existent categories (requiring New Business development or M&As). To lead & deliver Beverage’s categories innovation & equity agenda that maximizes effectiveness in the marketplace, drives net revenue growth, brand equity and SOM while making optimal use of the A&M resources (W/NW ratio). Build brand and consumer value to create strong brands that cater to the needs of our consumers. To develop a strong team and bench to drive the business to the longer-term vision. Responsibilities BU AOP definition and delivery against key metrics. BU Brand Building and Innovation AOP Calendar definition and execution based on EE 18-month master calendar. Adapt and execute Category toolkits. Development of consumer and shopper/customer activation plans by channel / region according to appropriate insights. Deliver category customer segment/region strategies and plans to ensure execution as per established standards (in partnership with Sales). Develop and ensure realization of communication strategy, through recommending an appropriate mktg mix and allocating necessary resources to achieve aspired market position and level of brand awareness. Manage A&M budgets and business cases for Beverages Category. Implement local media execution and buying. Manage the key leverage points of the AOP P&L so as to design and implement efficient marketing strategies on Beverages. Propose BU-specific brand building and innovation plans to Beverages Category. Contribute and support sustaining a profitable growth agenda by delivering against targets. Build AOP and work against bringing distinctive differentiated rated advantaged Brand USPs & programs for portfolio gaps & opportunities. Prepare, plan, manage company strategic innovation and growth program by ensuring all business parts integration under a well-articulated IGP. Prepare and execute competitive operating programs to deliver against BU company visions and annual plans (incl new platforms & possible M&As). Ensure development progress on pipeline of core innovations with initiatives qualified and validated. Secure brand equity governance for all brands to secure sustainable brand equity growth in to the future & plan, lead brand PR program. Lead all media / PR oriented preparations, aligning all involved parties and getting their inputs as well as setting “Service Level Agreements” across Marketing Department / Agencies to ensure a better and more focused implementation of the plans. Develop and recommend media plans that optimally execute the strategy, including a thorough exploration of media alternatives. Proactively work to lead the Brand to the right media planning decisions, support media plans/recommendations with sound media principles and strategic thinking. Support and work in cooperation with global strategy teams to build advantaged propositions for new business. Manage, lead, develop people and bench in the department and cross functional departments. Qualifications 20+ years’ experience across marketing and commercial leadership roles. Strong commercial knowledge and a proven marketing track record including strategic thinking, brand positioning, communications, sponsorship, consumer advertising / promotions, media planning and buying. Experience in digital and AI marketing. Experience of revitalizing brand performance through innovation as well as building profitable growth and brand equity in tough competitive markets. Proven results in leveraging all parts of the marketing mix to an extremely high standard, particularly the development of new communication campaigns. Ability to lead change as well as providing inspirational leadership in developing, coaching and motivating teams. Agility and resilience. Agenda setter with strong strategic thinking. Courage for change, fast learner, authentic leadership. Executive maturity. Very strong analytical and problem-solving skills. Strong people management skills (delegation, coaching, feedback) are essential to work effectively with direct reports and experience in managing large teams. Executive level influencing, savvy and leadership presence, ability to “bring people along”, high level of networking and influencing skills. Customers management and negotiations skills. Excellence in stakeholder management.