Senior Digital Manager

Overview

Work for a global FMCG company with some of the world’s most trusted and iconic brands.Be part of an exciting business where employees are recognised and career growth is supported.

At PepsiCo, you can Dare for Better. You can help build a world where there are more possibilities for more people, no matter what role you hold. Together, we’ll make a positive impact for good. Because when we Dare for Better, we can smile at what’s next. For our careers, families, communities and the planet.

Reporting to the ANZ Head of Media, the ANZ Senior Digital Manager is responsible for executing the end to end media strategy and campaign implementation partnering with Brand Teams and agency partners to bring to life PepsiCo brands in owned, earned and paid media.

For you:

- Competitive benefits package:

- 12% annual bonus

- 20k car allowance p.a.

- Discounts on Scoopon, Luxury Escapes, Asahi Beverages portfolio

- Generous leave options (wellness, birthday, volunteer, 20 weeks parental for both primary & secondary carer, additional leave purchase/cash out)

- Lease Plan

- Health & Wellness programs:

- Discounted private health insurance

- Financial coaching

- Counselling sessions

- Flu vaccinations

- Skin checks
- Professional development programs
- Global career opportunities

Job Overview:

Lead the TCP (Total Connections Planning) process and E2E Media agenda partnering with ANZ Brand teams and collaborating with all XF agency partners to bring to life PepsiCo brands online – whether that’s with owned, earned, paid assets or with e-retailers.

This role will be the SME for digital marketing, media strategy and implementation at PepsiCo and will be accountable for delivering E2E media strategy, audience architecture, annual sufficiency planning and data driven solutions across all ANZ brands and any new brands launched.

Total Connections Planning (TCP) is our consumer-centric way to design the right communications experience we want consumers to have with our brands across content and media. We are looking for someone to lead the way, orchestrate campaigns and maximise ROI across a total portfolio media investment of ~$50 million.

Responsibilities

Key Responsibilities:

- Lead Total Connections Planning (TCP) strategy, orchestrating all paid, owned and earned media to create fame-driving campaigns that populate culture and future-proof all PepsiCo brands.
- Deliver annual TCP strategy as part of the annual business planning process, including strategic principles, commercial calendar alignment, audience architecture, Dynamic Creative Optimization, Creator/Influencer opportunities along with Personalisation at Scale, 1st party data acquisition opportunities and resource allocation.
- Bring the outside in and is a lighthouse of inspiration for brand teams and agencies when it comes to consumer & culture trends, media and content best practice, innovation opportunities.
- Lead brands relationship with media agency and partners (Joint Business Partners) to deliver joint business partnership outputs.
- Work hand in hand with brand marketing & shopper brand leads on campaign delivery, championing the TCP process and ensuring best practice is implemented from brief toexecution including connected media strategy, performance marketing capability and connections mapping.
- Responsible for integration across audience – content (Influencers/Creators), media and measurement.
- Champion a consumer-centric approach, leading an audience first strategic approach along with driving personalisation at scale agenda.
- Ensure best in class platform-first content, championing creativity and inspiring teams to raise the bar across platforms especially on digital.
- Apply “Gold standard” media activation principles to maximize efficiency and effectiveness of every media $ spent.
- Measurement & effectiveness – leverage data driven insights to drive a test & scale approach to better understand the impact of our activity and drive improvements.
- Convince brands to explore first-to-market opportunities when strategically aligned.
- Define and lead the PEP connected media strategy, encompassing the build, alignment with senior leadership and subsequent execution.
- Define what PEP connected media off to on platform Click through strategy looks like encompassing all brands, pack sizes and platforms.
- Drive increased conversion through comms, media, targeting approach and define the role and value proposition for lower funnel media.
- Specifically lead key media workstreams such as;
- - JBP oversight of local partnerships & global liaison

- DCO champion & capability lead

- Creator / Influencer champion & capability lead

- Measurement lead partnering with Consumer Insights & brand teams to pull through TCP/BBE(Better Brand Equity) KPIs & build ongoing capability in connections mapping Discoverability / Search champion & capability lead

Qualifications

About you:

- Significant (6-10yrs+) digital media and comms strategy leadership experience, either from an agency or in-house media role (ideally on scale brands).
- Big picture thinker, able to orchestrate everything from audience to content, media, and measurement to deliver campaigns that capture the nation’s attention and create smiles.
- Solid understanding of media landscape and buying principles across traditional and digital channels, working with media partners to unlock innovation and deliver fame-driving activations.
- Consumer obsession and creative thinking; ability to influence teams and agencies to produce best in class content and always push the boundaries.
- Entrepreneurial mindset, with flexibility and bias for action.
- Strong ability to influence and effectively navigate a matrix organization to drive results through others.
- Innovation – creative strategist who is comfortable challenging status quo, brings creativity to problem-solvingusinginnovative frameworks and technological solutions.
- Collaborative and honest; at PepsiCo we value positivity, a can-do attitude, and ability to see the silver-lining even in more challenging situations.
- MFA qualified or Bachelors degree

About us:

We are a progressive and people-focused business and believe our diverse workforce is the key to our success. Because we value our employees and their families, we offer an agile and flexible working environment with an emphasis on work life balance and health, as well as plenty of learning opportunities and room to grow your career. We offer you:

- An opportunity to join a Global FMCG Company and a Top Employer of Choice
- A competitive benefits package
- Personal and Professional Growth Opportunities
- Health and Wellness Programs

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