Digital & Media Lead Pak BU

2 weeks ago

Lahore, Punjab, Pakistan PepsiCo Full time
Overview

The Digital & Media Lead Pak BU will be responsible for implementation of the Marketing Transformation Agenda in Pakistan across both food and beverages.

Responsibilities
  • Build new omni-channel E2E TCP strategies for our brands focusing on media + content best practices, in collaboration with the brand marketing teams.
  • Kick-off Pakistan BU efforts to enable a personalization at scale mindset embedded in our 1P data acquisition/activation strategy & empowered by enhanced DCO capabilities. This includes setting up infrastructures and collaboration with GBS's content teams and local in-house content hubs where relevant.
  • Spearhead ROI based thinking in optimizing our media investment strategy & in-market performance tracking.
  • Review and reimagine the agency ecosystem, working with marketing procurement to build an agency roster to find opportunities for optimization and look for consolidation options.
  • Experiment with future-forward marketing techniques and domains. Initiate, design the experiment and build the use-cases to incorporate in our marketing to enhance brand experiences, e.g. AR, VR, AI, IoT, etc. In accordance with sector priorities & guidelines.
  • Scale 1P data through codifying acquisition strategies, optimal database & PII exploitation, and marketing transformation implications, in collaboration with sector consumer engagement team to help unlock better targeted messaging, data-empowered occasion communication, and deeper consumer engagement.
  • Support and co-own the localization of some of the global/sector marketing transformation priorities (e.g. LifeTimeValue / loyalty).
  • Lead on media and creative agency relationships with an aim for continuous optimization of SOWs & deliverables to unlock productivity.
  • Responsible for managing Creative and PR agencies and locking in SLAs and KPIs.
  • Set KPIs and track progress against critical transformation verticals.
Qualifications
  • Minimum of 12 years of overall marketing experience
  • Proven success record of deploying marketing programs in-market.
  • Strong integrated marketing experience (creating immersive, full funnel brand experiences to deliver brand experiences that drive commercial business impact)
  • Experienced in managing large scale programs, various agencies, and working against shared goals and objectives.
  • Ability to manage multiple projects in a fast moving and ever-changing environment with maturity and foresight to cope with input and changes, sometimes at the last minute.
  • Expertise with media plan optimization and working with media partners to scale activations.
  • Proven track record working close to Creative/content partners.
  • Disruptive thinker and innovator. Ideal candidate continually challenges the conventional practices + status quo – bringing in new agencies, an outside-in POV + consumer centricity.
  • Technically "aware" - this is not an IT role, but there is an aspect of the role designed to use technology to maximize comms plans during interactions, so candidates must have worked closely with the technological side of digital and e-commerce, web3, AR, AI
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