Senior Brand Manager (Doritos Deploy)

About the role

PepsiCo is looking for a Senior Brand Manager - Deploy (Doritos) based in Istanbul to lead the strategy, performance and innovation agenda of its iconic brands in Turkey. The role owns the Doritos Deploy strategy and turns the brand vision into a prioritized annual and multi-year growth roadmap.

Key responsibilities

• Own the Doritos Deploy strategy and set a clear commercial agenda for Sales and Trade Marketing, embedding brand priorities in JBP, customer plans and field execution scorecards.
• Diagnose category, competitor, consumer, shopper and brand performance, identify market-share risks and growth opportunities, and trigger timely strategic and executional interventions.
• Own the end-to-end 360-degree deployment of the Formula 1 partnership in Turkey across communications, media, digital, PR, experiential, shopper, customers, packaging and promotions, ensuring rights compliance and global/local alignment.
• Lead integrated campaign and platform deployment from brief to media-to-shelf execution, and lead the AOP, activation calendar, Brand Audit and key performance forums.
• Co-lead the Doritos Deploy A&M budget, recommending resource allocation and adjusting spend as performance evolves.
• Lead local commercialization and go-to-market of NPDs, LTOs and packaging initiatives, and deliver annual brand and business outcomes such as volume, net revenue, profitability, market share, penetration, brand equity and execution KPIs.

Required profile

• University degree in Marketing, Business Administration, Engineering or a related discipline; postgraduate qualification is an advantage.
• 6-8+ years of progressive FMCG/CPG marketing experience, including ownership of a large-scale brand or commercially material portfolio.
• Proven ability to turn consumer, shopper, category and competitive insights into brand strategy and commercial action.
• Demonstrated leadership of integrated campaigns and complex 360-degree platforms across media, digital, experiential, PR, shopper and customer activation.
• Experience managing strategic partnerships, sponsorships or rights-based assets is strongly preferred.
• Fluent written and spoken Turkish and English.

Required skills

• Strong commercial and financial acumen: AOP, P&L drivers, A&M allocation, ROI evaluation, RGM and customer/channel economics.
• Proven success influencing senior Sales and cross-functional stakeholders and mobilizing teams without direct authority.
• Excellent executive communication and storytelling skills.