Brand Manager – Lay’s

About PepsiCo

PepsiCo stands as a global leader in the beverage and convenient foods industry, with a portfolio of iconic brands that reach consumers more than one billion times a day across over 200 countries and territories worldwide. In 2021, the company achieved net revenue exceeding $79 billion, driven by a diverse and complementary range of products including LAY’S®, DORITOS®, CHEETOS®, GATORADE®, PEPSI®, QUAKER®, and many others. Several of these brands generate over $1 billion in annual retail sales, underscoring PepsiCo’s unparalleled market presence and consumer trust.

At the heart of PepsiCo’s operations is the vision to Be the Global Leader in Beverages and Convenient Foods by Winning with PepsiCo Positive (pep+). This strategic transformation places sustainability and human capital at the core of value creation, fostering growth within planetary boundaries while inspiring positive change for both people and the planet. PepsiCo’s dynamic and passionate teams thrive on innovation, collaboration, and a commitment to excellence, ensuring that the company not only meets but exceeds its goals.

PepsiCo is dedicated to fostering a diverse and inclusive workforce, where every individual—regardless of background, identity, or perspective—has the opportunity to contribute and flourish. The company upholds global human rights policies and equality laws, holding itself to the highest standards of equity and inclusion. PepsiCo is also proud to be Mowaamah - GOLD certified in Saudi Arabia, reflecting its commitment to creating an equitable and empowering work environment.

Job Overview

As the Brand Manager for Lay’s, you will play a pivotal role in executing strategic transformation initiatives and driving the brand’s growth in alignment with PepsiCo’s corporate ambitions. This role demands a strategic mindset, operational excellence, and a deep understanding of consumer behavior to ensure Lay’s remains a market leader in the snack food industry. You will be responsible for translating high-level brand strategies into actionable plans, monitoring performance, and collaborating with cross-functional teams to deliver measurable results.

Key Responsibilities

• Strategic Execution: Lead the transformation of the Lay’s brand by refining its positioning in the anchor demand space, enhancing product attributes, revamping the flavor range, and strengthening the innovation pipeline. Ensure all initiatives align with PepsiCo’s pep+ strategy and deliver impactful outcomes.
• Cross-Functional Leadership: Partner closely with the Senior Marketing Manager to provide regular updates, escalate challenges, and drive solutions in accordance with the organization’s governance structure. Collaborate with Sales, Marketing, R&D, and Manufacturing teams to execute initiatives related to product enhancements, flavor launches, limited-time offerings (LTOs), and innovation commercialization.
• Performance Tracking and Risk Management: Monitor sales and financial performance of the Lay’s brand, identifying gaps and risks to proactively address challenges. Conduct rigorous cost-benefit analyses for each initiative to ensure economic viability and alignment with organizational objectives.
• Insight-Driven Growth: Support the development of consumer insights, performance tracking, and growth opportunities for the Lay’s portfolio. Leverage data and market intelligence to inform strategic decisions and optimize brand performance.
• Budget and Campaign Management: Develop and execute the annual brand and communication plan to achieve Lay’s targets, ensuring all campaigns reflect the brand’s bold and rewarding personality in gaming and online social settings. Proactively manage the brand’s advertising and marketing (A&M) budget to maximize campaign effectiveness while maintaining fiscal responsibility.
• Local Market Activation: Work closely with the sales team to design and implement account-specific and national promotions, including on-pack activations. Translate local market knowledge into engaging, Saudi-specific gaming activations, ensuring all executions—such as ad copies, point-of-sale materials (POSM), and packaging—align with PepsiCo’s brand standards and consumer expectations.
• Brand Stewardship: Act as the "guardian of the brand," ensuring all local and global executions adhere to PepsiCo’s rigorous standards. Collaborate with external agencies to maintain consistency in brand messaging, visual identity, and consumer experience.

Ideal Candidate Profile

We are seeking a results-driven, strategic thinker with a passion for the snack food industry and a proven track record in brand management. The ideal candidate will possess strong analytical skills, exceptional project management abilities, and a collaborative approach to working with cross-functional teams. Fluency in consumer insights, marketing strategy, and financial acumen is essential, as is the ability to thrive in a fast-paced, dynamic environment. A deep understanding of the gaming and online social culture, particularly in the Saudi market, is a significant advantage.

If you are ready to take on a challenging and rewarding role with a global leader in the food and beverage industry, we invite you to apply and become part of a team that is shaping the future of snacking worldwide.