Brand Manager Central Europe (Distributor Markets)

Overview We are looking for a passionate and commercially driven Brand Manager Central Europe to lead brand development across our Central Europe distributor markets (Czech Republic, Slovakia, Hungary and Romania) business, and newly established markets (future). In this role, you will be responsible for driving brand growth, developing and executing 360° marketing strategies, supporting distributor partners, and ensuring excellent execution of global and regional initiatives. You will work closely with local distributors, Sales, Finance, Supply Chain, and Global Marketing teams to accelerate business growth, strengthen brand equity, and maximize return on marketing investments across the region. Responsibilities Brand Strategy & Market Development Develop and execute annual brand and marketing plans across assigned Central Europe markets. Translate global brand strategies into impactful local activation plans while ensuring brand consistency. Identify growth opportunities through consumer insights, market analysis, and competitive intelligence. Support the development of new and emerging markets by building scalable go-to-market strategies. Drive long-term brand equity while delivering short-term commercial objectives. Distributor Partnership & Market Support Build strong relationships with distributor partners and act as their key marketing business partner. Provide strategic marketing guidance and support distributors in developing annual marketing plans. Ensure distributors execute campaigns and activations in line with brand standards and commercial priorities. Share best practices across markets and identify opportunities to improve execution excellence. Influence without direct authority to align multiple stakeholders around common objectives. 360° Marketing & Campaign Management Lead the planning and execution of integrated 360° marketing campaigns across ATL, BTL, Digital, PR, Retail, Influencer, and Experiential channels. Coordinate local adaptations of global campaigns and develop market-specific activation plans where required. Manage creative locallisation together with agencies and internal stakeholders. Ensure all consumer touchpoints consistently deliver the brand strategy. Monitor campaign performance and continuously optimize marketing effectiveness. Innovation & Portfolio Management Lead local implementation of new product launches and portfolio expansion initiatives. Develop launch plans together with Sales, Supply Chain, and distributor partners. Ensure successful commercialization of innovations across all assigned markets. Monitor innovation performance and recommend optimization opportunities. Media Planning & Marketing Investment Develop annual media strategies together with media agencies and distributors. Review and challenge media plans to maximize reach, effectiveness, and ROI. Optimize media investments across different channels based on business priorities. Stay up to date with evolving media landscapes and identify new communication opportunities. Manage assigned A&M budgets and ensure efficient resource allocation. Business Performance & Consumer Insights Monitor business performance using market share, sell-out, brand health, and campaign KPIs. Analyze consumer behavior, category trends, and competitor activities. Translate insights into actionable business recommendations. Build regular business reviews and performance reports for regional leadership. Cross-functional Collaboration Partner closely with PL Marketing team, Sales, Finance, Supply Chain, Consumer Care, and Global Marketing teams. Coordinate execution of product launches, promotional activities, and annual commercial calendars. Ensure alignment between regional priorities and local market execution. Lead agencies and external partners to deliver projects on time and within budget. Qualifications Professional Experience 5+ years of experience in Brand Management, Marketing, or Category Management, preferably within FMCG or consumer goods. Proven experience managing multiple international markets or regional marketing responsibilities. Experience working with distributor-led business models is highly preferred. Strong track record of delivering successful brand campaigns and product launches. Experience collaborating with cross-functional regional and global teams. Experience managing external agencies and marketing partners. Critical Experience & Capabilities Strong brand strategy and brand building expertise. Proven experience in developing and executing integrated 360° marketing campaigns. Trade marketing knowledge. Excellent understanding of media planning, media buying principles, and media effectiveness. Ability to interpret media landscapes and optimize channel investments across different markets. Strong commercial acumen with understanding of pricing, promotions, and marketing ROI. Data-driven decision making using market share, brand health, consumer insights, and campaign analytics. Experience working across multiple countries with different market dynamics. Strong distributor and stakeholder management skills. Excellent project management and prioritization capabilities. Consumer-centric mindset with strong understanding of shopper and consumer behavior. Leadership & Business Competencies Strategic thinker with strong execution capabilities. Excellent stakeholder management and influencing skills. Strong communication and presentation skills. High level of ownership and accountability. Ability to work independently in a matrix organization. Collaborative mindset with the ability to build strong partnerships across functions and cultures. Results-oriented with strong analytical and problem-solving skills. Comfortable managing multiple priorities in a fast-paced international environment. Language Requirements Fluent English & Polish (written and spoken) is required. Additional Central European language(s) are considered a strong advantage. Compensation and Benefits: • The expected starting compensation range for this position is 184,000 PLN annually. • Location, confirmed job-related skills, experience, and education will be considered in setting actual starting salary. • This role is eligible for an annual bonus of 10% of annual salary, based on performance and eligibility. • In addition to salary, PepsiCo offers a comprehensive benefits package to support our employees and their families, subject to elections and eligibility. Brand Strategy & Market Development Develop and execute annual brand and marketing plans across assigned Central Europe markets. Translate global brand strategies into impactful local activation plans while ensuring brand consistency. Identify growth opportunities through consumer insights, market analysis, and competitive intelligence. Support the development of new and emerging markets by building scalable go-to-market strategies. Drive long-term brand equity while delivering short-term commercial objectives. Distributor Partnership & Market Support Build strong relationships with distributor partners and act as their key marketing business partner. Provide strategic marketing guidance and support distributors in developing annual marketing plans. Ensure distributors execute campaigns and activations in line with brand standards and commercial priorities. Share best practices across markets and identify opportunities to improve execution excellence. Influence without direct authority to align multiple stakeholders around common objectives. 360° Marketing & Campaign Management Lead the planning and execution of integrated 360° marketing campaigns across ATL, BTL, Digital, PR, Retail, Influencer, and Experiential channels. Coordinate local adaptations of global campaigns and develop market-specific activation plans where required. Manage creative locallisation together with agencies and internal stakeholders. Ensure all consumer touchpoints consistently deliver the brand strategy. Monitor campaign performance and continuously optimize marketing effectiveness. Innovation & Portfolio Management Lead local implementation of new product launches and portfolio expansion initiatives. Develop launch plans together with Sales, Supply Chain, and distributor partners. Ensure successful commercialization of innovations across all assigned markets. Monitor innovation performance and recommend optimization opportunities. Media Planning & Marketing Investment Develop annual media strategies together with media agencies and distributors. Review and challenge media plans to maximize reach, effectiveness, and ROI. Optimize media investments across different channels based on business priorities. Stay up to date with evolving media landscapes and identify new communication opportunities. Manage assigned A&M budgets and ensure efficient resource allocation. Business Performance & Consumer Insights Monitor business performance using market share, sell-out, brand health, and campaign KPIs. Analyze consumer behavior, category trends, and competitor activities. Translate insights into actionable business recommendations. Build regular business reviews and performance reports for regional leadership. Cross-functional Collaboration Partner closely with PL Marketing team, Sales, Finance, Supply Chain, Consumer Care, and Global Marketing teams. Coordinate execution of product launches, promotional activities, and annual commercial calendars. Ensure alignment between regional priorities and local market execution. Lead agencies and external partners to deliver projects on time and within budget. Professional Experience 5+ years of experience in Brand Management, Marketing, or Category Management, preferably within FMCG or consumer goods. Proven experience managing multiple international markets or regional marketing responsibilities. Experience working with distributor-led business models is highly preferred. Strong track record of delivering successful brand campaigns and product launches. Experience collaborating with cross-functional regional and global teams. Experience managing external agencies and marketing partners. Critical Experience & Capabilities Strong brand strategy and brand building expertise. Proven experience in developing and executing integrated 360° marketing campaigns. Trade marketing knowledge. Excellent understanding of media planning, media buying principles, and media effectiveness. Ability to interpret media landscapes and optimize channel investments across different markets. Strong commercial acumen with understanding of pricing, promotions, and marketing ROI. Data-driven decision making using market share, brand health, consumer insights, and campaign analytics. Experience working across multiple countries with different market dynamics. Strong distributor and stakeholder management skills. Excellent project management and prioritization capabilities. Consumer-centric mindset with strong understanding of shopper and consumer behavior. Leadership & Business Competencies Strategic thinker with strong execution capabilities. Excellent stakeholder management and influencing skills. Strong communication and presentation skills. High level of ownership and accountability. Ability to work independently in a matrix organization. Collaborative mindset with the ability to build strong partnerships across functions and cultures. Results-oriented with strong analytical and problem-solving skills. Comfortable managing multiple priorities in a fast-paced international environment. Language Requirements Fluent English & Polish (written and spoken) is required. Additional Central European language(s) are considered a strong advantage. Compensation and Benefits: • The expected starting compensation range for this position is 184,000 PLN annually. • Location, confirmed job-related skills, experience, and education will be considered in setting actual starting salary. • This role is eligible for an annual bonus of 10% of annual salary, based on performance and eligibility. • In addition to salary, PepsiCo offers a comprehensive benefits package to support our employees and their families, subject to elections and eligibility.