Brand PR Lead - Middle East & North Africa

Overview

Responsibilities

• Shape and deliver the Brand PR strategy for the Beverage portfolio, translating brand and business priorities into an integrated earned media agenda that builds reputation, equity, and engagement.
• Accountable for making decisions and executing actions.
• Establish and embed ways of working, defining processes for planning, approvals, agency collaboration, and cross-functional alignment with different functions.
• Accountable for making decisions and executing actions.
• Lead the development of annual PR and influencer plans for priority beverage brands and markets, ensuring alignment with brand positioning, campaign objectives, and corporate guidelines.
• Accountable for providing consultation and executing actions.
• Partner with brand and marketing teams to identify storytelling opportunities that strengthen brand relevance and purpose, shaping narratives that resonate with local consumers and align with PepsiCo’s global brand voice.
• Accountable for providing consultation and executing actions.
• Manage day-to-day agency relationships, from briefing and creative development to execution and evaluation, ensuring high-quality, on-time, and on-budget delivery of all PR initiatives.
• Accountable for making decisions and executing actions.
• Oversee creation, localization, and quality control of PR content (press releases, media statements, Q&As, key messages, influencer briefs) in both English and Arabic, maintaining consistency and accuracy across channels.
• Accountable for executing actions.
• Develop and maintain strong media and influencer networks across key markets, proactively identifying earned opportunities and managing brand presence in priority media and cultural moments.
• Accountable for executing actions and making decisions.
• Monitor, analyze, and report PR performance, providing actionable insights and recommendations to enhance effectiveness, optimize budgets, and strengthen the impact of PR on brand KPIs.
• Accountable for executing actions and providing consultation.

Qualifications

• Deep understanding of consumer brand storytelling, specifically for Saudi, with a regional market awareness.
• Strong strategic and creative thinking with hands-on execution capability.
• Proven ability to translate brand strategy into impactful PR and influencer campaigns.
• Ability to engage, align, and influence cross-functional and regional teams.
• Experience establishing ways of working and processes within complex organizations.
• This role will work across geographies and teams, requiring someone who can navigate different cultures and bring people together around a solid communication agenda.
• As a newly created role, the candidate will need to build and embed new ways of working while influencing and aligning stakeholders across the business.
• They should be adaptable, collaborative, and proactive, with the ability to turn opportunities into impactful PR outcomes.