Global Media Sr. Director

Overview

• The Global GCC Media Lead is accountable for building, scaling, and leading Pepsi Co’s global media capability engine within the GCC model — transforming media into a technology led, data owned, AI-enabled growth driver for the enterprise.
• This role unifies strategy, capability design, and scaled delivery and sits at the intersection of One Pep Media, Global Marketing Transformation, and GCC execution. The leader owns the end-to-end evolution of global media capabilities in GCC, spanning operating models, media activation, automation, governance, data ownership, and value realization.
• The mandate is to scale modern Biddable Media Activation inhouse, Direct Campaign Activation & Global Media Governance to unlock productivity and quality, ensure full media data ownership, and deliver measurable business impact at global scale.

1. Global Media Capability Strategy & Operating Model

• Design and own the future state global GCC media operating model, spanning planning, activation, operations, governance, data, and technology
• Define and govern the global media capability catalog delivered by GCC under a shared service model
• Establish clear own vs. operate frameworks across GCC, markets, and agencies
• Drive global consistency in media processes, standards, and ways of working across all sectors
• Reduce duplication and inefficiency by standardizing delivery and scaling best practices globally

2. Scaled Media Activation & Operations Leadership

• Lead global delivery of biddable media activation, spanning Biddable Media across all media formats

• Oversee media operations excellence, including ad account ownership, execution governance, and quality standards
• Ensure brand safety, viewability, fraud prevention, and compliance of internal activation campaigns through automated and real time governance
• Partner with markets and agencies to deliver high quality, efficient media execution at scale

3. Direct Marketing & Consumer Activation Capabilities

• Own the design, scaling, and governance of Direct Marketing and Consumer Activation capabilities within the GCC media model, enabling personalized, data driven consumer engagement across the marketing funnel.
• Lead the development of direct consumer activation services, including first party data activation, audience targeting, and always on engagement programs in partnership with S&T and Consumer Data teams.

• Scale automation enabled direct marketing execution, improving efficiency, relevance, and performance while maintaining compliance with data privacy and governance standards.

4. Global Media Governance & Execution Excellence

• Own and scale the global media governance and operations framework for GCC delivered media, ensuring consistent, high quality execution across markets and channels.
• Establish and enforce standards for media execution excellence, including brand safety, viewability, fraud prevention, platform compliance, and trading principles across internal and agency ecosystem via automated protocols and tools like Adfidence
• Lead media operations at scale, including ad account ownership, platform operations, workflow standardization, and operating controls across biddable channels.

5. AI, Automation, Data & Technology Enablement

• Identify and embed AI and automation across the media value chain (planning, activation, reporting, optimization)
• Partner with Global Media, S&T, and Pep Labs to design and evolve the media tech and data architecture
• Champion automated performance tracking, predictive optimization, and real-time decisioning

6. Media Productivity, ROI & Value Realization

• Own global media productivity frameworks, KPIs, and measurement methodologies
• Provide transparency and governance over global media investments and performance
• Partner with Finance and One Pep Media to quantify value creation, validate savings, and support AOP commitments
• Scale proven productivity levers globally, supporting ambitious enterprise value targets

7. Global Leadership, Influence & Ecosystem Partnership

• Serve as a senior thought leader for media within Pepsi Co, elevating the role of GCC Media internally and externally
• Build strong partnerships with:
  • Global & Sector Marketing leaders
  • O…