Marketing Sr. Manager, Cheetos Consumer Engagement

Pepsico Plano , TX 75023

Posted 4 months ago

Auto req ID: 176437BR

Job Description

Consumer Engagement Sr. Manager, Cheetos

Does the status quo bore you? Do you defy convention? Are you looking for a fast-paced, action-oriented role to define the future of one of our biggest brands? If so, you are the perfect candidate to help fuel our consumer's passion for what's next. Whether it's leading the strategy and planning for our mischievous tentpole programs such as Halloween or Cheetos Museum, leveraging augmented reality to 'Cheeto-fy' the World through our exciting programs, or Bringing Chester to Life out in the World; we need talented marketers like you to join our family!

Cheetos is the third largest brand at Frito-Lay and the most profitable of the core brands. The brand has been growing consistently for the past 10 years, but the brand has much more potential to grow. We need a team that will bring passion, strategy, and thinking to unlock and accelerate growth for the brand, and it will take thinking differently than ever before on this business. Playing a critical role in driving the brand's success is paramount to overall FLNA success. The candidate's scope in support of the growth objectives for the Cheetos brand are as follows:

Build Strategic Brand Plans

  • Build the marketing plans for a $1.8B brand Lead and develop brand strategy that will help elevate our consumer engagement (Across all consumer touchpoints), drive volume and share gains for Cheetos

  • Build and Lead engagement strategy for brand PSP and AOP by applying analytical rigor to analyze data & financials, incorporate multiple insights, and develop creative solutions to proactively answer business questions to drive the business and unlock future growth opportunities for the brand

  • Lead strategy on our approach to delighting customers and building plans to unlock growth in key channels (i.e. LTO strategy, customer exclusives, quarter turn program creation, PO1 programs)

  • Collaborate with Innovation and cross-functional partners in bringing new products and packaging structures to market, exploring new aisles and channels

  • Be a consumer expert and advocate across brand to drive consumer delight through relevant programming

  • Leverage analytics to unlock consumer insights, synthesize and translate into growth strategies

  • Partner with AFH and ecommerce partners to ensure alignment, calendar integration, and partnership opportunities

  • Provide leadership to ownership of the brand financials and business drivers to plan and forecast activity in partnership with Brand Finance

Deliver BIC Engagement Strategy and Programs

  • Lead agency through creative and ideas development to continue to grow the business

  • Leverage strong creative skills to push in-store POS, engagement, and retailer hooks to the next level for Cheetos tied to consumer passion points

  • Own 360 programs from brief to execution, leading agency and other/PO1 partners in the development of strategy, communication, creative, PR, activation and engagement

  • Collaborate with multiple agencies to launch compelling media campaigns related to programs- includes setting media strategy for each program, leading creative process, and managing execution of creative to drive media efficiency and effectiveness

Execute With Excellence

  • Lead key cross-functional relationships across the organization including insights, sales, R&D, and supply chain inclusive of taskforce management

  • Partner with key sales and cross functional partners to ensure alignment and calendar integration

  • Lead rollout of plans in key internal planning forums (PLC, QBP, REM Calls, DOS Calls, etc.)

  • Represent the brand in external meetings (partner negotiations, customer meetings, conferences, etc.)

  • Wire with the field to drive excitement and execution

  • Collaborate with product supply partners to understand capacity barriers and volume forecast for business across crunchy and puffs

  • Lead post-program tracking and results share outs and share best-in-class learnings and themes to apply to future programs (PLC Lead, QBR Lead)


Qualifications / Requirements:

  • Minimum Qualification: Undergraduate Degree

  • Preferred: MBA with a concentration in Marketing

Work Experience:

  • A minimum of 6 years prior Marketing experience (if Undergrad degree only) OR 3 years of prior Marketing experience (if Advanced degree)
  • Preferred: Prior Marketing experience within consumer packaged goods / or CPG consulting experience



  • Strategic Thinker

  • Passion for Knowing the Business Cold

  • Turning strategy into actionable plans that drive future business growth

  • An understanding of how consumer insights drive the development of effective marketing programs and campaigns

  • Strong analytical skills and comfort in SDW & IRI

  • Advanced PowerPoint and Excel skills

  • Excellent multi-tasking, project management, and prioritization skills

  • Excellent in managing short term goals with long terms priorities for the business


  • Self-Starter and Entrepreneurial Spirit to Problem Solving

  • Acting as a business owner

  • Enjoys defining the unknown and creating a future growth trajectory on the business

  • Leverages foresight to understand and anticipate future business trends and consumer insights

  • The ability set the agenda, and take others with you by influencing others on the team and cross-functionally

  • Excellent ability to collaborate, partner, and motivate cross functional partners

  • Strong Agency management and leadership skills

  • Demonstrated ability to develop and cultivate relationships

  • Experience in leading and motivating talent and teams (directly and/or indirectly)

Relocation Eligible: Not Eligible for 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

For San Francisco Bay Area: Our Company will consider for employment qualified applicants with criminal histories in a manner consistent with the requirements of San Francisco Police Code Sections 4901 - 4919, commonly referred to as the San Francisco Fair Chance Ordinance.

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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Marketing Sr. Manager, Cheetos Consumer Engagement