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Marketing Director, Cheetos Brand Equity

PepsiCo Inc.

Plano, TX
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Job Details

Auto req ID: 142742BR
Job Description

This Marketing Director role leads the team responsible for strategy development and management of equity for the Cheetos brand in the US, with consultation on the brand strategy globally. This Brand Director position requires a dynamic thought leader to develop a multi-year strategy and concrete plans for one of the largest brands and fastest growing brands at PepsiCos Frito-Lay division, with the ability to have an impact on shaping snacking of the future.

Key Deliverables Include:

Inspirational & Brand Leadership

  • Lead and inspire a high performing Cheetos Brand Equity Marketing team
  • Lead critical thinking and strategic recommendations, including equity and activation development
  • Lead multi-agency roster to develop ideas which continue to grow and evolve the business as a leader in the snacking space
  • Lead key cross-functional relationships across the organization and navigate a matrixed environment
Delighting the Consumer
  • Lead and develop team expertise of the target consumer and deliver product and messaging that drive affinity for the brand
  • Unlock deep insights and translate into growth strategy that will translate both in the US and globally
Develop Holistic Business Plans, and Execute with Excellence
  • Lead all planning for the brand including gaining alignment through marketing, commercial and executive leadership
  • Leverage sound analytics to develop new business and consumer insights to build future plans both within our categories and with partners (restaurants, stadiums, theaters, etc.)
  • Lead agency and cross-functional enrollment in all planning processes
  • Lead all aspects of the Cheetos budget including all media and activation
  • Actively lead all plans to achieve established brand targets. This includes consistent tracking against targets and identifying when gap closure initiatives are required
  • Partner with customer marketing to turn brand programs into volume driving in-store/online activations
Building Talent
  • Lead a team of 1 Marketing Manager and 1 Marketing Analyst
  • Coach and develop team to aid in their progression within the organization
  • Provide team with the right critical experiences to meet both professional and personal development goals


  • MBA required, 8+ years of CPG experience preferred
  • Experience in an international market preferred, given global brand presence and internal stakeholders
  • Experience in marketing, brand, innovation, shopper and/or insights
  • Ability to analyze data & financials, incorporate multiple insights, and develop creative solutions
  • Agency management experience required
  • People management experience strongly preferred

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

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","city":"Plano","state":"Texas","country":"United States","country_code":"US",
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Performance with Purpose

Out performing ourselves is a rush. That's why we perform with purpose. Together, we blaze new trails, succeed, celebrate and then do something even bigger. We never settle for second best. At PepsiCo we're not just committed to performing well as individuals, but as a team, to strengthen the company as a whole.

Around the world, we're working hard to give people the tastes they crave and the nutrition they need. We dream globally and act locally, constantly innovating to sustain our planet, our people, our communities and our business practices. New markets mean new ways of doing business, and new ways of addressing health concerns, cultural differences and environmental challenges. Every day is an adventure, and an opportunity for personal and professional growth.

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