Senior Director of Creative Excellence - International Beverages

Position Overview

This senior leadership role is pivotal to advancing PepsiCo's growth by championing world-class brand development, innovative creative leadership, and revolutionizing ways to connect with consumers. The ideal candidate will lead a dynamic transformation in creative excellence across diverse cultures, utilizing persuasive and influential strategies.

Key Strategic Objectives in Creative Excellence Transformation

• Establish and implement a modern creative agency and digital content ecosystem to boost innovation for all global International Beverages (IB) brands.
• Emphasize 'scroll' engagement as part of the New Consumer Engagement Model (5S), aiming to finalize operating models in major sports sponsorships by 2026 and extend across IB in 2027.
• Elevate creative skills and output to enhance content effectiveness and generate compelling business growth ideas tailored for rapid digital platforms.
• Embed technology within creative practices to augment intelligence and output, adopting new tools to strengthen creative workflows.
• Collaborate with media leadership to integrate strategic partnerships with major platforms like TikTok, Meta, and Google within the creative ecosystem.
• Work closely with Strategic Brand Team (SBT) leads to fortify brand strategies, enabling groundbreaking creative executions.

Main Responsibilities

• Drive design and implementation of the IB Creative Excellence Transformation Roadmap aligned with global visions, establishing milestones and governance procedures for consistent progress.
• Develop and grow the creative agency ecosystem and digital creator models across all IB global brands, instituting partnerships and operational frameworks that promote agility and scalability.
• Motivate the IB marketing teams and collaborate with media and TCP partners to deploy the New Consumer Engagement Model and transform the 5S framework’s adoption.
• Partner with SBT leads and Agencies of Record to ensure strong strategic foundations for brands, enabling pioneering creative ideas, particularly in key markets.
• Align with the AI Marketing team to implement concept and creative development use cases, leveraging Gen AI technologies alongside CMO leadership to spur innovation.
• Coordinate with the IB Capability lead to enhance creative competencies, ensuring content drives business impact effectively.
• Represent IB in influential company forums, contribute to Brand Creative Councils, and shape strategies that heighten PepsiCo’s creative and marketing prestige.
• Monitor cultural trends, brand evolutions, creators, and influencers; assemble agile teams to craft innovative content and business models.
• Collaborate with design teams to preserve brand integrity and uphold exceptional creative standards across all communications.
• Partner with the GCC design IB lead to improve efficiency and optimize media productivity by transitioning tasks from external partners.
• Work with IB production leadership to advance in-house production models for better effectiveness and cost-efficiency.
• Ensure MOPS team validates and complies with Scope of Work (SOW) each Annual Operating Plan (AOP) cycle, tracking progress towards targets.
• Take ownership of IB's creative efficiency goals, monitoring metrics such as top-performing content, asset reuse, and optimization benchmarks.

Required Qualifications and Skills

• Over 15 years’ experience in brand development and creative leadership, demonstrating successful management of global, high-performing teams and deliverables.
• Outstanding interpersonal and communication abilities, capable of engaging confidently with senior executives.
• Proven experience managing within complex global matrix organizations to achieve impactful outcomes.
• Deep industry knowledge of creative and media landscapes.
• Strong financial literacy to guide budget and resource decisions effectively.
• Advanced leadership and organizational skills, adept at balancing competing priorities, resolving conflicts, and steering culturally diverse executives.
• Demonstrated competence in project management, handling complex initiatives from conception to completion.
• Highly self-driven with the ability to work autonomously.
• Adaptability to fast-paced environments with shifting priorities.