Digital Lead

OverviewThe Digital Lead will shape and drive PepsiCo Pakistan’s media and digital strategy, positioning the organization at the forefront of innovative media thinking. The role focuses on guiding the overall media direction, providing strategic insights, and ensuring that both digital and traditional media initiatives align with brand objectives and long-term business goals. As a thought leader, the role will champion new approaches, emerging trends, and innovations in media, ensuring PepsiCo remains competitive and relevant in a rapidly evolving landscape.Responsibilities Develop and drive integrated media strategies that align with brand objectives, business goals, and long-term growth plans, with a strong emphasis on digital channels. Act as a thought leader on media trends, digital innovation, and emerging technologies, translating insights into forward-looking media strategies. Oversee campaign planning and execution in collaboration with agencies and internal teams, ensuring alignment with strategic objectives and brand messaging. Define media performance metrics and monitor ROI, using insights to optimize campaigns and guide future investments across both digital and traditional channels. Lead cross-functional collaboration with Marketing, Creative, Insights, and other teams to ensure media strategies are informed by consumer insights and business priorities. Manage the evaluation of media investments and provide recommendations for budget allocation based on performance, efficiency, and potential impact. Manage media agency relationships, including briefing, performance evaluation, and fostering partnerships to ensure high-quality execution, innovation, and cost efficiency. Identify opportunities to innovate and experiment with new formats, platforms, or partnerships, maintaining a balance between strategic vision and practical implementation. Support the Head of Digital & Media in media planning, scenario modeling, and strategic decision-making for both long-term and short-term campaigns. Build and maintain strong relationships with external media agencies and vendors to ensure high-quality execution, effective collaboration, and adherence to timelines and budgets. Champion a culture of learning and improvement, sharing insights, best practices, and thought leadership across teams to elevate overall media effectiveness. Ensure implementation and execution of processes in line with Internal Control guidelines.Qualifications Bachelor’s or Master’s degree in marketing, Media, Communications, Business Administration, or a related field 7 - 9 years of proven experience shaping high-impact media and digital strategies, driving growth and brand engagement in FMCG or consumer-focused brands Strong expertise in digital media strategy, social media, programmatic, search, and influencer approaches, with knowledge of traditional media channels. Proven track record in leading integrated media campaigns with measurable ROI and strategic impact. Deep understanding of consumer behavior, media trends, and market dynamics to inform high-level media strategy. Strong analytical and strategic thinking skills, with the ability to translate insights into actionable recommendations. Excellent leadership, stakeholder management, and influencing skills across multiple functions. Experience in managing agency relationships, driving performance, and fostering collaboration to achieve strategic goals. Creative and innovative mindset, with the ability to challenge conventional approaches and explore new opportunities. Ability to manage multiple strategic priorities and campaigns in a fast-paced, dynamic environment.