Client: PepsiCo
Role: Brand Manager
Company: Agna Group - Tirana, Albania
As Brand Manager for Pepsi Albania, I was responsible for overseeing the brand’s visibility, presence, and performance in the local market, acting as the “guardian” of the brand and ensuring alignment with both global strategies and local market opportunities.
I led the development and execution of 360° marketing campaigns, including global initiatives such as the UEFA Champions League, and experiential activations such as the Pepsi Taste Challenge. My work included concept and creative development for social media, TVCs, sales promotions, events, and point of sale materials, ensuring a cohesive, engaging brand experience across all touch points.
Key responsibilities and achievements:
Experiential activations & events: Organized and branded large-scale events including the Color Day Festival, concerts with well-known musicians, and nationwide sampling events, elevating brand visibility and engaging consumers directly.
Brand strategy & implementation: Developed annual brand plans, managed marketing mix (product, price, place, promotion), defined brand positioning, and translated global campaigns into culturally relevant local executions.
Creative asset management: Oversaw the production of Pepsi-branded outlets, mall branding, event materials, and other visual assets to ensure consistency with brand guidelines.
Cross functional leadership: Collaborated closely with sales, finance, and product teams; coordinated agency partnerships; and managed budgets to ensure campaigns were executed effectively and achieved ROI targets.
Market insights & performance analysis: Monitored consumer trends, competitor activity, and campaign performance to optimize strategy, strengthen brand equity, and drive sales growth.
Through these initiatives, I enhanced Pepsi’s brand visibility and loyalty, creating impactful experiences that reinforced the brand’s position in the Albanian market while connecting global objectives to local execution.
