we are seeking a strategic and creative Global Brand Identity Marketing Manager to shape, evolve, and safeguard the global identity of a purpose-driven brand thats redefining the beverage category. In this highly influential role, you will own how our company shows up in the world – from brand positioning and messaging to visual identity and distinctive brand assets – bringing our Drink Better mission to life across every consumer touchpoint.
Working at the heart of global marketing, you will partner closely with markets, categories, and creative leaders to build a consistent and future-ready brand system that enables local relevance at scale. A unique opportunity to act as brand steward and brand builder – setting direction, inspiring creativity, and ensuring our company remains unmistakable wherever consumers encounter us.
Responsibilities (English)
Strategic Brand Leadership: Lead and evolve an integrated global brand identity strategy, aligned with business priorities and the Drink Better brand positioning. Own execution to ensure the brand is consistently and powerfully brought to life across all touchpoints.
Brand Positioning & Character: Curate, evolve, and safeguard the global our company brand positioning, ensuring consistent application of brand character, tone of voice, and personality across markets, categories, and consumer interactions.
Brand Messaging Architecture: Own the global brand messaging framework-from brand purpose and tagline to product claims-in close partnership with global product categories and the trademark team. Ensure clarity, consistency, and legal robustness across markets.
Visual Identity & Distinctive Brand Assets: Lead the company global visual identity system in close collaboration with the PepsiCo Design Center. Own the global brand book, co-lead the Global Design Council, define and protect distinctive brand assets, and drive global production to close content and asset gaps.
Global-Local Brand Governance & Enablement: Build and lead a strong cross-functional brand community across global marketing, local markets, and supporting functions. Act as a brand consultant and steward, enabling markets to build locally relevant communications and product launches while adhering to global brand standards and guidelines.
Consumer-Centric Brand Building: Ensure the brand identity is grounded in consumer insights, cultural relevance, and category dynamics, translating insights into clear brand choices and priorities globally and locally.
Marketing AI & Ways of Working: Shape and drive the vision for how AI can elevate our companys global marketing effectiveness. Define new ways of working, tools, and processes to enable smarter, faster, and more consistent brand creation at scale.
Working at the heart of global marketing, you will partner closely with markets, categories, and creative leaders to build a consistent and future-ready brand system that enables local relevance at scale. A unique opportunity to act as brand steward and brand builder – setting direction, inspiring creativity, and ensuring our company remains unmistakable wherever consumers encounter us.
Responsibilities (English)
Strategic Brand Leadership: Lead and evolve an integrated global brand identity strategy, aligned with business priorities and the Drink Better brand positioning. Own execution to ensure the brand is consistently and powerfully brought to life across all touchpoints.
Brand Positioning & Character: Curate, evolve, and safeguard the global our company brand positioning, ensuring consistent application of brand character, tone of voice, and personality across markets, categories, and consumer interactions.
Brand Messaging Architecture: Own the global brand messaging framework-from brand purpose and tagline to product claims-in close partnership with global product categories and the trademark team. Ensure clarity, consistency, and legal robustness across markets.
Visual Identity & Distinctive Brand Assets: Lead the company global visual identity system in close collaboration with the PepsiCo Design Center. Own the global brand book, co-lead the Global Design Council, define and protect distinctive brand assets, and drive global production to close content and asset gaps.
Global-Local Brand Governance & Enablement: Build and lead a strong cross-functional brand community across global marketing, local markets, and supporting functions. Act as a brand consultant and steward, enabling markets to build locally relevant communications and product launches while adhering to global brand standards and guidelines.
Consumer-Centric Brand Building: Ensure the brand identity is grounded in consumer insights, cultural relevance, and category dynamics, translating insights into clear brand choices and priorities globally and locally.
Marketing AI & Ways of Working: Shape and drive the vision for how AI can elevate our companys global marketing effectiveness. Define new ways of working, tools, and processes to enable smarter, faster, and more consistent brand creation at scale.
Requirements:
5-8+ years of experience in brand strategy or brand identity, ideally including rebranding or brand evolution projects, preferably within FMCG or consumer brands.
Proven experience working at a global or regional level, with strong understanding of balancing global consistency and local relevance.
Deep knowledge of brand building across multiple consumer touchpoints, including packaging, POS, digital platforms, social media, e-commerce, and owned channels.
Demonstrated experience leading cross-functional teams and influencing stakeholders across functions and markets.
Strong strategic thinking combined with hands-on execution capability.
Excellent command of English with outstanding presentation, storytelling, and stakeholder communication skills.
Bachelors degree in Brand Management, Brand Strategy, Marketing, or a related field (Masters degree preferred).
5-8+ years of experience in brand strategy or brand identity, ideally including rebranding or brand evolution projects, preferably within FMCG or consumer brands.
Proven experience working at a global or regional level, with strong understanding of balancing global consistency and local relevance.
Deep knowledge of brand building across multiple consumer touchpoints, including packaging, POS, digital platforms, social media, e-commerce, and owned channels.
Demonstrated experience leading cross-functional teams and influencing stakeholders across functions and markets.
Strong strategic thinking combined with hands-on execution capability.
Excellent command of English with outstanding presentation, storytelling, and stakeholder communication skills.
Bachelors degree in Brand Management, Brand Strategy, Marketing, or a related field (Masters degree preferred).
This position is open to all candidates.
