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Director, Brand Design - Frito Lay North America

PepsiCo Inc.

Plano, TX
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Job Details

JobId: 100754BR
Job Title: Director, Brand Design - Frito Lay North America
Location: Plano, TX
Category: Marketing / Communications


Global PepsiCo Design-

The Design Dir, Frito Lay North America Snacks is a senior design leader responsible for the development/management and delivery of effective and compelling design systems and solutions, globally across critical touch points, media and channels for PepsiCo's snacks brands. Demonstrate superior ability to collaborate, inspire and lead cross-functional teams, and champion and drive from ideation to execution quality design practice across physical, graphic and motion-design challenges, leading internal design staff and external partners. Main objective is to establish and ensure design excellence-strategic and operational-for brand development within the NA snacks portfolio. This means planning, organizing/implementing consistent design principles and production processes to ensure that the design/production guardrails are met.
Strategic Design Leadership: Leads design strategies, optimizes design systems and elevates related activations for branded, cohesive experiences for North America Snacks: demonstrating an ability to understand the strategic/technical/social and emotional values that have critical business significance- including packaging, retail, digital, event, etc. Successfully directs multi-disciplinary design teams and actively mentors design colleagues. Maintains a flow of value through the integration of the business strategies, market and social trends, and available latest technologies. Develops and adjusts strategies and/or processes to meet changing market and competitive conditions while considering the impacts on the local & global business.

Design Project Management: Responsible for partnering across disciplines within PepsiCo and external suppliers to ensure design assets are developed and delivered with quality/value and on-time. Energizes and leads both internal and external design resources from idea phase to commercialization. Ensures each stakeholder understands his/her role and responsibilities throughout the creative process. Regularly reviews the status of projects with appropriate leadership to verify that Brand, Category and Company expectations are met.

Brand Design Systems Development: Reports to the Sr Dir of NA Snacks Design, works in collaboration with other design leaders, in conjunction with the VP of Global Snacks and Chief Design Officer, to effectively develop and deliver visual identity systems and solutions that cut across brand, product, packaging, marketing, equipment, and advertising. Generates creative design proposals (visions/scenarios/concepts) in order to visualize the desired output and share it with internal and external team members. Develops and implements design/production principles for the snacks portfolio that can be leveraged across the Design Organization. Responsible for driving the final design recommendations, decisions and design approval to enable artwork execution/production phases. Accountable for development of guardrails that allow for adjustments in strategies and/or processes to meet changing market and competitive conditions while considering the impacts on the local & global business.

Design R&D and Innovation: Identifies and initiates design programs/solutions that generate critical business value for one or more divisions.

External Design Network: Supports the PepsiCo Design Organization in building and cultivating a strong external design resource network.


  • 10+ yrs of deep strategic brand design and design systems exp (preferably in a global/matrixed environment or working as consultant from a design firm for such organizations)
  • Extraordinary design aesthetic and expertise. Collaborative, flexible and tenacious; able to preserver to realize goals. Can effectively influence across all levels in the organization; across regions and functions; can get things done through formal/informal channels
  • Effectively communicates (verbally/written) with internal and external stakeholders across all levels. Works well with others to deliver results; keeps others informed and can share successes broadly. Proven ability to effectively incorporate research (including primary and secondary research) in strategic design processes. Track record of building strategic efforts across business units through identification of market trends, consumer and consumer behavior. Rich knowledge/understanding of consumer/brand behavior, as well as In-store and In-category dynamics, and how those insights inform design. Can effectively envision and address idea feasibility. Superior project and design mgmt skills; attention to detail. Compelling presentation/proposal skills. Proven ability to multi-task, work in ambiguous and dynamic work environment; is comfortable with risk and uncertainty. Must be willing/able to travel 20% of the time

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 Minorities/Females/People with Disabilities/Protected Veterans/Sexual Orientation/Gender Identity.

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 by copying and pasting the appropriate URL in the address bar of your web browser.

To view our Pay Transparency Statement, please click here: Pay Transparency Statement

Job Ref: 100754BR",
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