Brand Communications Director

Overview

We are seeking a Director of Brand Communications to join the PepsiCo Beverages U.S. Communications team, leading public relations (PR)/communications for Mountain Dew, Starry, and the PepsiCo Beverages Flavors portfolio. We are looking for candidates who have their finger on the pulse of culture with deep experience, understanding and proven results of connecting brands to key influential audiences. The Director of Brand Communications reports to the Vice President of Communications for PepsiCo Beverages U.S. and is responsible for leading the strategic development and execution of comprehensive U.S. communications plans for Mountain Dew, Starry, and the PepsiCo Beverages Flavors portfolio.

This includes working closely with the Vice President of Marketing and other cross-functional leadership to align on annual and real-time communications priorities, providing strategic counsel, crisis/issues management, managing PR budget, retaining agencies, and managing day-to-day PR activities, including agency management, media outreach, concept/campaign development and execution.

This role will be a critical driver for communications priorities to strengthen awareness, trial and overall cultural relevance of the brands within the portfolio. The ideal candidate will have a knowledge and passion for sports and entertainment, a track record of fostering brand love through earned channels and the ability to work seamlessly across a complex matrix of partners.

Responsibilities

• Lead Brand Communications: Partner closely with the marketing team to align communications strategies with key business objectives. Provide strategic counsel and support to ensure cohesive and effective brand messaging.
• Leverage Data to Inform Strategies: Use data analytics and consumer insights to develop and refine communications strategies that drive brand awareness and engagement. Regularly analyze campaign performance and adjust tactics to optimize results.
• Agency Leadership: Lead agency partners with empathy and kindness, prioritizing weekly to ensure optimal resource allocation and performance. Foster a collaborative and supportive environment that encourages innovation and excellence.
• Operational Excellence: Operate with a sense of urgency, ambition, humility, and kindness. Demonstrate intellectual curiosity and a team-first mindset, continuously seeking opportunities to learn and grow.
• Legacy Brand Stewardship: Recognize the honor of working on a legacy brand and strive to advance its presence in a dynamic and fragmented media ecosystem. Develop strategies that honor the brand's heritage while driving its relevance in contemporary culture.

Accountabilities:

• Lead development and execution of communications plans to support these beverage brands that leverage key consumer insights
• Establish and manage annual PR budget in conjunction with brand teams
• Lead the development and/or management of issues/crisis management plans specific to managed brands
• Lead communications for and provide strategic counsel to brand marketing teams on high-level partnerships and programs including key talent deals, sports and media
• Drive awareness of brand programs and elevate reputation of brands against pre-determined brand health metrics
• Identify, retain and manage agency partners to deliver cost-effective programs
• Ensure that PR team consistently delivers quantity/quality of earned media impressions against pre-determined program goals
• Cultivate strong relationships with key media partners, especially in the sports, music and entertainment industries
• Coordinate with cross-functional partners to ensure brand programs are vetted and approved
• Partner with employee communications team to ignite system support and build pride in PepsiCo
• Coordinate with partners in communications to protect brand/company reputation and ensure timely and effective reactive communications and issue/crisis management.
• Collaborate with PepsiCo Corporate comms team to support PepsiCo communications priorities

Compensation and Benefits:

• The expected compensation range for this position is between $125,900 - $249,900
• Location, confirmed job-related skills, experience, and education will be considered in setting actual starting salary. Your recruiter can share more about the specific salary range during the hiring process
• Bonus based on performance and eligibility target payout is 25% of annual salary paid out annually and an additional target payout of 10% of annual salary is paid out over 3 years following the end of the performance period
• Long term incentive equity may be awarded based on eligibility and performance
• Paid time off subject to eligibility, inclu