Overview
Are you interested in a career in Marketing in PepsiCo? Then now is the time to explore the opportunities of PepsiCo: join us as the next Alvalle Marketing Brand & Equity Manager (Food Ventures).
Working with inspiring and experienced colleagues, you'll find that the atmosphere in our office in Barcelona is informal and engaging. With an active, get-things-done culture, this is a place where your dynamism and agility will make a difference.
Your mission:
The Brand Manager plays a central role in building the global foundations of the Alvalle brand, enabling its transition from a local success story to a repeatable, scalable international brand within the Food Ventures portfolio.
This role is responsible for developing the Global Brand Playbook, defining brand guardrails, shaping brand equity and BBI direction, and ensuring meaningful brand localization as Alvalle enters new markets. The Brand Manager drives excellence in brand identity, packaging, messaging, and creative execution, while managing key agency partners to ensure global consistency and local relevance.
Operating as an individual contributor with reinforced strategic scope, the role collaborates closely with Global FV, local marketing teams, design/creative agencies, and cross‑functional stakeholders to ensure the brand shows up coherently and powerfully across all touchpoints.
Responsibilities
A. Global Brand Playbook Development
1. Lead the creation, evolution, and governance of the Alvalle Global Brand Playbook, ensuring clarity of brand identity, tone of voice, key messaging, assets, and visual expression principles.
2. Translate brand fundamentals into a cohesive global framework that can be adopted across multiple geographies and channels.
3. Ensure that playbook guidance is actionable, scalable, and aligned with the long‑term FV growth agenda.
B. Brand Guardrails & Equity Management
4. Define and protect brand guardrails, ensuring strong consistency in design, communication, and experience across all markets.
5. Use consumer insights, BBI frameworks, and competitive intelligence to shape the brand’s equity direction.
6. Monitor brand health KPIs, diagnose performance gaps, and recommend corrective actions with cross‑functional teams.
C. Meaningful Localization for New Markets
7. Translate global brand foundations into locally resonant executions for priority markets in Europe and beyond.
8. Partner with local marketing teams to adapt messaging, claims, visual identity and packaging according to cultural, regulatory, and category dynamics.
9. Ensure localization reinforces equity and does not fragment brand identity.
D. Packaging & Design Leadership
10. Oversee packaging adaptation and design execution ensuring consistency with brand guidelines, visual identity, nutritional communication and regulatory alignment.
11. Partner with global and local agencies to manage artwork development, versioning, and optimization for different markets.
12. Lead design sprints and packaging iteration loops in collaboration with R&D, Regulatory, and Supply Chain.
E. Creative & Agency Management
13. Manage creative, design, and strategic agencies to deliver world‑class brand assets aligned with global positioning and guardrails.
14. Brief agencies with clarity on consumer insights, brand fundamentals, and intended market roles.
15. Evaluate creative work, providing clear direction to elevate craft, distinctiveness, and brand meaning.
F. Brand Growth Strategy Support
16. Support the Marketing Lead and GM Alvalle in defining brand growth pathways, leveraging understanding of brand equity, penetration levers, and category opportunities.
17. Contribute to the annual brand strategy cycle (AOP, LRP), supplying analysis, insights, and brand performance diagnostics.
18. Ensure alignment between brand foundations and innovation roadmap (collaboration with Innovation role).
G. Cross‑Functional Collaboration
19. Collaborate with Strategy, BD, R&D, Regulatory, Sales local teams, and Finance to ensure brand execution aligns with commercial and operational realities.
20. Provide brand guidance to teams responsible for customer selling stories, presenting brand fundamentals and equity storytelling where relevant.
21. Work closely with anchor markets (Spain, France, UK, Germany) to track brand execution quality and support adaptation needs.
Key KPIs / Deliverables
22. Delivery and adoption of the Alvalle Global Brand Playbook across markets.
23. Strength and consistency of brand guardrails across touchpoints.
24. Brand equity performance (BBI, distinctiveness, relevance, brand meaning).
25. Timely delivery and quality of packaging and creative assets.
26. Agency output quality and adherence to brand fundamentals.
27. Quality and effectiveness of localization guidelines and executions.
28. Internal stakeholder satisfaction and alignment with brand direction.
Qualifications
Functional Capabilities
29. Strong mastery of brand fundamentals, identity systems, and brand equity drivers.
30. Solid understanding of consumer insights, brand tracking, BBI frameworks, and brand health metrics.
31. Experience developing brand toolkits, playbooks, or similar global frameworks.
32. Strong packaging and design literacy (structure, artwork process, design evaluation).
33. Experience managing creative and design agencies.
34. Working knowledge of market localization, regulatory constraints, and consumer messaging adaptations.
Leadership & Behavioral Competencies
35. Strong ability to synthesize complexity into clear brand guidance.
36. High collaboration and stakeholder management skills across countries and functions.
37. Ownership mentality with attention to detail and craft.
38. Ability to influence without authority in matrixed global environments.
39. Strong communication and storytelling skills—verbal, visual, and written.
40. Curiosity, creativity, and passion for brand building and design excellence.
Experience & Education Requirements
41. Brand Management
42. Marketing Strategy
43. Brand Design / Visual Identity
44. Consumer Insights (preferred as complementary background)
45. FMCG experience required; food & beverage strongly preferred.
46. Experience working with creative and design agencies.
47. Evidence of developing or managing brand playbooks, toolkits, or identity systems.
48. Bachelor’s degree required; Master’s in Marketing/Business/Design preferred.
49. Fluent English required; additional languages are a plus.
Scope & Interaction
50. Global scope with activation across Europe and selective international markets.
51. Reports to Alvalle Marketing Lead, with dotted line to GM Alvalle (Food Ventures).
52. High interaction with BD, Strategy, R&D, local Marketing, Supply Chain, and external agencies.
53. Influences but does not directly manage resources; operates through matrix collaboration.