The Director, Corporate Affairs, MENA (Middle East and Northern Africa) region will oversee Internal and External Communications, Leadership Communications, and CSR in PepsiCo across the region. They will develop, lead and maintain our corporate image and reputation by building and maintaining goodwill with media, government and other stakeholders to support business activities and operations in MENA Region.
Key accountabilities include:
Public Policy/Government Affairs
Liaise closely with sector and global Government Affairs to ensure full alignment and timeliness of global messaging regarding PepsiCo policy positions. Support these positions with media relations and strategic counsel as needed.
Capitalize on the corporate vision and values to develop strategy, plan and execute projects to include paid advertising, social media, event sponsorships, speeches and activations at conferences and other key issues forum.
Create new initiatives to identify and approach key external stakeholders via corporate communications/branding initiatives
Play a strategic role as a member of MENA Leadership Team in guiding company responses to external issues around health & wellness, environmental concerns, tax and economic impact, etc.
Track and monitor traditional and social media, provide timely updates to leadership on emerging issues and tracking for conversations impacting PepsiCo
Crisis Management
Serve as crisis management leader for MENA Leadership Team.
Effectively manage and control the flow of information to protect the PepsiCo brand including acting as lead media representative. Provide accurate, timely and consistent information and updates to all audiences in time of crisis.
Internal Communications
Develop a strategy, framework and tools for effective internal communications across MENA Business Units and in individual markets.
Support Region President in his internal communication needs including quarterly letters, key organization announcements and stories for internal channels such as PEPfeed and digital screens
Ensure that corporate and sector messaging are cascaded and delivered creatively and effectively to employees across MENA, with an emphasis on consistent messaging and driving key themes as identified by leadership.
Ensure that compelling multi-media content is developed for internal channels and shared widely
Set up cross-functional communication network to enhance cross-functional sharing and updates
External Communications
Identify appropriate platforms, events and media interviews for the Region President; plan calendar in accordance with both Region and Global corporate branding/communications aims and protocols
Write/Oversee Region President speeches and media interactions, in Region as well as with BUs
Lead effective and impactful brand communications, with a focus on earned and social media to augment paid marketing plans. Develop effective strategies for engaging consumers with our brands through authentic and differentiated media engagements.
CSR
Implement a strategic approach to community initiatives in Middle East & North Africa based on existing global and regional priorities and community needs.
Support BUs to incorporate strategic community initiatives in overall business plans without impacting on the business priorities
Identify, develop and expand community initiatives projects which are sustainable and replicable, and measure their impact
Establish and maintain relationships with NGOs to support community investment strategy
What are we looking for? A seasoned corporate branding/communications/public affairs professional, ideally with experience in a multinational FCMG environment. Strong writing skills across various media (speeches, news releases, internal announcements, etc.) in English & Arabic essential (French is desirable). Key to your success will be excellent interpersonal skill and the ability to comfortably & effectively communicate across all levels of the organisation. A proven track record in dealing with external stakeholders, including media, government and NGO's.
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