Brand & Equity Manager – Alvalle (Food Ventures)

About the role

Join PepsiCo’s Food Ventures team in Barcelona as the Alvalle Marketing Brand & Equity Manager. You will be the driving force behind transforming Alvalle from a local success into a scalable international brand, shaping its identity, equity and market entry strategy.

Key responsibilities

• Develop, evolve and govern the Alvalle Global Brand Playbook, defining brand identity, tone of voice, key messaging and visual principles.
• Set and protect brand guardrails, using consumer insights, BBI frameworks and competitive intelligence to guide equity direction.
• Monitor brand health KPIs, diagnose performance gaps and recommend corrective actions with cross‑functional teams.
• Translate global brand foundations into locally resonant executions for priority markets, adapting messaging, claims, visual identity and packaging.
• Oversee packaging adaptation and design execution, ensuring consistency with brand guidelines, nutritional communication and regulatory requirements.
• Partner with global and local agencies to manage artwork development, versioning and optimization across markets.
• Collaborate closely with Global Food Ventures, local marketing teams, design agencies and internal stakeholders to ensure coherent brand presence across all touchpoints.

Required profile

• Proven experience in brand management, preferably within the food & beverage sector.
• Ability to create and implement global brand frameworks that can be localized effectively.
• Strong analytical mindset to monitor brand health and drive data‑based decisions.
• Excellent collaboration skills to work with cross‑functional and agency partners.

Required skills