Brand Manager Lay's Benelux

Brand Manager Lay’s Benelux

Lay’s is the biggest FMCG brand in the Benelux and one of PepsiCo’s most iconic global powerhouses. This is your chance to lead a brand people genuinely love — shaping culture, driving business, and making real impact from day one.

We are recruiting for a Brand Manager Lay’s in our Benelux Brand Marketing team.

As Brand Manager Lay’s Benelux, you lead the full end-to-end marketing mix for the Netherlands and Belgium and work closely with Sales, Category, Trade marketing, Finance, Supply Chain and our multi-market brand teams.

You’ll bring Lay’s to life through campaigns, innovations, creator collabs, and cultural moments that keep us ahead of trends and competition. You will turn insights into action, fuel the brand with outside inspiration, and champion Lay’s internally and externally.

Responsibilities

• Lead and own brand initiatives from strategy to flawless execution — campaigns, innovations, packaging, digital and new growth channels.
• Translate data, insights and performance metrics into clear, actionable plans that accelerate brand growth.
• Infuse culture into the brand: spotting trends, creators, flavours and opportunities that keep Lay’s relevant.
• Bring in outside inspiration to spark fresh thinking and elevate our creative and commercial work.
• Oversee agency partners and ensure timely, high-quality delivery of local activations.
• Guide performance against key KPIs and make fast course-corrections when needed.
• Collaborate with EU/Global teams on strategy and lead end-to-end execution for NL and BE.
• Act as a strong Lay’s ambassador — aligning and inspiring cross-functional teams and sharing the brand story internally and externally.

Qualifications

• University Degree
• 3–4 years of on-the-job marketing or commercial experience, ideally in FMCG or consumer-facing industries.
• Strong ability to turn data into smart, simple actions that move the business.
• Natural feel for culture — understanding what people love, share, follow, watch and engage with.
• Strong communication and influencing skills; able to advocate for the brand and rally diverse teams.
• Proactive, entrepreneurial, and energized by owning projects end-to-end.
• Love for great execution and attention to detail.
• Fluent in Dutch and English

Featured awards

• world’s best employers 2021, 2022 & 2023 – Forbes
• Handshake Early Talent Awards 2022, 2023 & 2024 – Handshake
• Global Top Employer 2022, 2023 & 2024 – Top Employers Institute

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