Lay's Senior Brand Manager

Overview At PepsiCo, you’ll discover a place where our mission is to create smiles around the world. With a portfolio of more than 500 beloved brands including, Pepsi, Doritos and Lipton Ice Tea, our work touches millions of people every day. At the heart of the company is a team of thinkers, creators, and problem-solvers who collaborate to innovate and turn ideas into action. Driven by innovation and a focus on creating joyful moments through food and drinks, our decisions are guided by consumer centricity, creating opportunities for our associates to do meaningful work and make a lasting impact in the communities we serve. Whatever your role, you’ll be part of a global community that values your ideas and empowers you to make an impact on your career and on the world around you. We are looking for a Lay's Senior Brand Manager who will lead Lay’s brand agenda in Turkey across Core and Baked portfolios, driving growth through brand strategy, innovation, and integrated communications. Accountable for delivering aligned local strategies with Global and Sector priorities, strengthening brand equity, and ensuring sustainable, profitable growth. Responsibilities Brand Strategy & Governance Leads development and execution of short- and long-term brand strategies, ensuring alignment with Global and Sector frameworks and consistency across all touchpoints Consumer-Led Growth Translates consumer insights into scalable brand platforms, communication strategies, and growth opportunities Innovation & Portfolio Management Owns end-to-end innovation pipeline (short & long term); leads cross-functional local & global teams to deliver strong pipeline and support portfolio expansion Campaign Development & Deployment Leads integrated campaign development (TV, digital, PR), ensuring delivery of high-quality assets and executional excellence Annual Planning & Commercial Calendar Owns brand plans and calendar, ensuring alignment with commercial priorities and strong in-market execution Financial & Performance Management Manages A&M investments to optimize ROI; tracks performance against KPIs including growth, market share, equity, and innovation contribution Cross-Functional Leadership Drives alignment and execution with R&D, Insights, Finance, Commercial, and agency partners Global & Sector Alignment Ensures local strategies and executions are consistent with global brand guidelines and priorities Pep+ Agenda Integration Embeds Pep+ priorities into brand strategy and execution in collaboration with cross-functional stakeholders Qualifications Bachelor’s degree required (MBA preferred) 8+ years of marketing experience, preferably in FMCG brand management Proven track record in brand strategy, innovation, and integrated campaign development Strong strategic thinking and consumer-centric mindset Demonstrated leadership and influencing capability in matrix environments Strong execution discipline and project management capability Financial acumen with experience managing A&M budgets Fluent in Turkish and English