Marketing Director Req ID: 153452BR
PepsiCo, Inc.
πριν από 13 μέρες

Job Description

The Hive is a new entity within PepsiCo dedicated to developing and nurturing rising, trend-forward, high-potential brands.

The Hive will combine the vitality and creativity of a startup with the marketing and go-to-market prowess of PepsiCo’s best and brightest.

The Hive’s mission is to incubate and accelerate the next generation of PepsiCo brands for consumers to love, and ultimately driving our future success.

The Hive will include a number of our existing beverage and nutrition brands with tremendous potential to grow, including Maker premium oats, which is currently rolling out to Whole Foods nationally, Stubborn Soda, SoBe Elixirs and Teas, and Looza nectars.

The Hive will partner closely with the PepsiCo Ventures Group to add new brands to its portfolio. The objective is once the brands in The Hive achieve meaningful scale, they will graduate to PepsiCo’s world-class distribution network.

The Hive is looking for those with the entrepreneurial spirt to take a risk and follow their curiosity in order to uncover and capitalize on future CPG trends.

The primary purpose of this role is to deliver on the value of the new Hive, specifically via (1) ensuring that PepsiCo is on the leading edge of innovation and entrepreneurial trends by tapping into internal and external resources and marketplace intelligence, (2) bringing innovative and disruptive ideas for beverage exploration, and (3) harnessing the capability and expertise of a smaller, nimble, venturing and building capability and strategic partnerships that will benefit the larger organization in the long-term.

The Brand leaders will build sustainable value propositions for these brands that will drive scale of operations and distribution over time.

Additionally, this role should provide support to the development of a vision for the Hive in PepsiCo’s future growth plans.

Accountabilities :

  • Best-in-class insights / foresights informed equally by robust data analytics and marketplace curiosity
  • Macro- and micro-understanding of evolving consumer demand, including with leading-edge consumers
  • Data-informed, digitally led micro-targeted variable-cost marketing
  • New business model creation (e.g. direct to consumer, subscriptions)
  • Rapid new product development (e.g. MVP orientation) and iterative prototyping / deployment
  • Lead cross-functional team to develop, commercialize, and launch key breakthrough / disruptive initiatives
  • Leverage Insights to develop and optimize concepts to maximize consumer appeal
  • Lead development of business prop and determine financial feasibility
  • Develop innovation launch plans including A&M spend recommendations for maximum sales and profitability.
  • Develop P&L for new product.
  • Lead translation of consumer trends into product strategy and / or positioning.
  • Lead consumer advocacy and brand stewardship for new product launches
  • Demonstrate capability of conducting needs assessments, opportunity identification, and concept development based upon insights and system knowledge.
  • Leverage commercial mindset to build viable brands
  • Identify cross-functional resource needs and set clear roles and accountabilities.
  • Identify strategic objectives and key innovation strategies. Engage external innovation agencies and consumer insights to develop breakthrough innovation platforms.
  • Establish partnerships with innovation agency resources.
  • Qualifications / Requirements

    Requirements :

  • Ability to quickly build an understanding of current entrepreneurial trends what’s being pursued / rejected?
  • Lead assessments of initiative viability
  • Act as PepsiCo’s resident expert on venturing; test venture structure for possible Hive programs
  • Leverage what PepsiCo can bring to new, existing, and future / external brands
  • When appropriate, collaborate with M&A and R&D teams to pursue efforts that accelerate strategic agendas
  • Strong / Foundational / Functional Skills - Strategic thinking; communication, influence and impact skills
  • Entrepreneurial spirit experience in past entrepreneurial venture beneficial
  • Commercial mindset
  • Executive maturity
  • Relocation Eligible : Eligible for Standard Relocation

    Job Type : Regular

    All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, or disability status.

    PepsiCo is an Equal Opportunity Employer : Female / Minority / Disability / Protected Veteran / Sexual Orientation / Gender Identity

    If you'd like more information about your EEO rights as an applicant under the law, please download the available EEO is the Law & EEO is the Law Supplement documents. View PepsiCo EEO Policy

    Please view our Pay Transparency Statement

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