Franchise Marketing Director
Core
Senior leader responsible for the Northern Europe beverage marketing agenda across 13 markets, translating global brand strategies into locally relevant growth plans for PepsiCo's core portfolio and emerging platforms.
Role type
Senior IC marketing director (beverage)
Builds
Brand growth, innovation, and marketing effectiveness for Pepsi, Pepsi MAX, Gatorade, and poppi across Northern Europe
Domain
Consumer packaged goods (beverage)
Deliverable
product features
Required skills
Portfolio management, integrated communications, media strategy, agency management, commercial acumen, P&L understanding, partner management, team leadership
Preferred skills
Beverage industry experience, bottler/franchisee management, Northern European language capability
Technologies
Marketing mix modelling (MMM), brand tracking, commercial data
Responsibilities
Set Northern Europe beverage marketing and portfolio strategy; Lead top-to-top bottler partnerships; Identify and unlock growth pockets; Shape next growth platforms; Localise and create platforms; Lead media strategy and investment; Lead the agency roster; Accelerate innovation and commercialisation; Own marketing ROI; Build PepsiCo marketing capability and talent
Seniority
Senior, hands-on IC