Senior Design Manager Brand Experience Asia BU

📍 Job Overview

Job Title: Senior Design Manager, Brand Experience - Asia BU

Company: PepsiCo

Location: Bangkok, Thailand

Job Type: Full-Time

Category: Brand Experience Design / Creative Operations

Date Posted: 2026-05-25

Experience Level: 5-10 Years (Senior Level)

Remote Status: On-site

🚀 Role Summary

• Lead the visual identity and brand experience for key PepsiCo brands within the Asia Business Unit, ensuring strategic alignment with business goals and consumer needs.

• Drive innovative design solutions across digital, social media, and e-commerce (EC) environments, translating user insights into compelling brand expressions.

• Manage and mentor design team members, fostering a collaborative and creative environment that encourages continuous learning and adaptation to evolving market trends.

• Serve as a key liaison between global design teams, local brand managers, insights specialists, and external vendors to ensure cohesive brand execution and stakeholder alignment.

📝 Enhancement Note: While the original job description focuses on "Brand Design Manager," the title "Senior Design Manager, Brand Experience" suggests a broader scope encompassing not just visual identity but the entire end-to-end user journey and perception of the brand across all touchpoints relevant to the Asia BU. This implies a strategic operational component in how designs are implemented, scaled, and measured for impact.

📈 Primary Responsibilities

• Take ownership of the visual identity and brand experience for designated brands, ensuring consistency and impact across all consumer touchpoints.

• Generate and present creative design proposals, including visions, scenarios, and concepts, to internal and external stakeholders.

• Collaborate with insights teams to translate customer needs and market research into actionable design requirements and strategic briefs.

• Develop and execute design solutions tailored for social media, digital platforms, and e-commerce environments, optimizing for user engagement and conversion.

• Drive design recommendations through to final approval, enabling seamless artwork execution and production phases by thoroughly considering all project variables.

• Support and contribute to overarching design strategies that enhance user experience and align with overarching business objectives.

• Actively participate in diverse, cross-functional teams, championing creativity, innovation, and a user-centered design approach.

• Adapt design approaches based on evolving trends, user feedback, and market dynamics, demonstrating resilience and comfort with ambiguity.

• Effectively collaborate within a matrixed organizational structure, engaging with technical teams, vendors, marketing, and brand managers to achieve project goals.

• Communicate design ideas, rationales, and project progress clearly and compellingly to diverse stakeholder groups at all levels.

📝 Enhancement Note: The responsibilities emphasize a blend of creative leadership and operational execution. The role requires not only conceptualization but also the meticulous management of the design lifecycle, stakeholder alignment, and adaptation to different digital and physical environments. This suggests a need for strong project management and communication skills, crucial for operationalizing creative visions.

🎓 Skills & Qualifications

Education:

Experience:

• Minimum of 6 years of deep, hands-on experience in brand design, with a proven track record of developing and implementing comprehensive visual identities.

• Demonstrated experience in adapting designs for social media, digital platforms, and e-commerce (EC) environments.

• Experience working within a dynamic, fast-paced work environment, comfortable with ambiguity and uncertainty in project requirements.

Required Skills:

• Extraordinary design taste and exceptional visual design skill, with a strong portfolio showcasing a wide range of creative work.

• Mastery of Adobe Creative Suite software (e.g., Photoshop, Illustrator, InDesign) for graphic design and visual asset creation.

• Proficiency in English (written and spoken) for effective communication with global and local teams.

• Strong conceptualization skills, with the ability to visualize ideas through hand sketching or computer software.

• Excellent communication and interpersonal skills, capable of engaging with internal and external stakeholders at all levels.

• Team-oriented mindset, comfortable with brainstorming sessions, presentation, and collaborative problem-solving.

Preferred Skills:

• Experience with 3D design software (e.g., Blender, Cinema 4D, Maya) is a significant plus.

• Familiarity with user experience (UX) principles and their application in digital design.

• Understanding of e-commerce (EC) environments and design best practices for online retail.

• Experience mentoring or leading junior design team members.

• An insatiable curiosity for design trends, emerging technologies, and creative innovation.

📝 Enhancement Note: The emphasis on "extraordinary design taste and skill" alongside proficiency in Adobe Creative Suite and a required portfolio indicates a high bar for creative talent. The mention of 3D software as a "plus" suggests a growing importance of spatial and immersive design, particularly relevant for brand activations and premium product presentations in the Asia BU.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio is mandatory, showcasing a minimum of 6 years of deep brand design experience.

• Demonstrate a clear "point of view" in design concepts and execution, reflecting strategic thinking and creative rationale.

• Include case studies that illustrate the process from initial concept visualization (hand sketching or digital) through to final execution across digital, social, and EC platforms.

• Highlight projects that showcase adaptability to user needs, market trends, and the ability to work within a dynamic, fast-paced environment.

Process Documentation:

• Candidates should be prepared to discuss their design process, including how they translate customer needs and insights into actionable design requirements.

• Be ready to articulate how they manage the design lifecycle from ideation through to final artwork execution and production, emphasizing efficiency and stakeholder alignment.

• Demonstrate an understanding of how design decisions are made and approved within a matrixed organization and how feedback is incorporated.

📝 Enhancement Note: For a senior role, the portfolio is not just a showcase of past work but a demonstration of a robust design process, strategic thinking, and the ability to operationalize creative visions effectively. Candidates should be prepared to walk through their process, highlighting problem-solving, collaboration, and the impact of their designs.

💵 Compensation & Benefits

Salary Range:

Benefits:

• Comprehensive health insurance (medical, dental, vision) for employees and potentially dependents.

• Retirement savings plan or provident fund contributions.

• Paid time off, including vacation days, sick leave, and public holidays.

• Opportunities for professional development, including training, workshops, and potentially international design conferences.

• Employee assistance programs offering counseling and support services.

• Potential for performance-based bonuses and incentives.

Working Hours:

• Standard full-time working hours are typically 40 hours per week, Monday to Friday. However, the role may require flexibility to meet project deadlines, attend international calls across different time zones, or participate in events.

📝 Enhancement Note: The salary estimate is based on research of senior creative roles in multinational corporations in Thailand, adjusted for the specified experience level and the strategic nature of the Brand Experience function. Benefits are typical for large, established companies like PepsiCo.

🎯 Team & Company Context

🏢 Company Culture

Industry: Food & Beverage

Company Size: Large Enterprise (PepsiCo operates globally with over 300,000 employees)

Founded: 1965 (PepsiCo)

Team Structure:

• The role sits within a larger Design or Creative function, likely reporting to a Design Director or Head of Design for the Asia BU.

• The Brand Experience team is expected to be a blend of specialists in graphic design, digital design, and potentially 3D/experiential design.

Methodology:

• PepsiCo likely employs a data-driven approach to design, leveraging consumer insights and market performance data to inform creative strategies.

• Emphasis on agile methodologies for project management, allowing for rapid iteration and adaptation in response to market feedback and business needs.

• A strong focus on brand consistency and strategic alignment across diverse product portfolios and geographies.

Company Website: https://www.pepsicojobs.com

📝 Enhancement Note: PepsiCo's industry and scale mean this role operates within a highly structured yet dynamic environment. The "Asia BU" designation signifies a focus on regional nuances while drawing upon global brand standards. The culture likely balances established corporate processes with a drive for innovation and consumer-centricity.

📈 Career & Growth Analysis

Operations Career Level: Senior Management / Lead Specialist. This role is positioned as a senior contributor and potential leader within the design function, responsible for significant brand portfolios and guiding design execution.

Reporting Structure: The Senior Design Manager will report to a higher-level design leader (e.g., Design Director, Head of Design) within the Asia BU and will likely manage a small team of designers or work as a lead on specific projects.

Operations Impact: The role directly impacts brand perception, consumer engagement, and ultimately, sales performance within the Asia market by shaping the visual and experiential aspects of PepsiCo's brands. Effective brand experience design is critical for market differentiation and consumer loyalty in the competitive food and beverage sector.

Growth Opportunities:

• Leadership Advancement: Potential to move into a Design Director role, managing larger teams or broader design functions within the region or globally.

• Specialization: Deepen expertise in specific areas like digital brand experience, 3D/experiential design, or sustainable design practices.

• Cross-Functional Mobility: Opportunities to move into Brand Management, Marketing Strategy, or Global Design roles, leveraging a deep understanding of brand execution.

• Global Exposure: Involvement in global design initiatives and collaboration with international teams can broaden experience and network.

📝 Enhancement Note: The "Senior" title signifies a clear pathway for growth, either into people management or increased strategic responsibility for brand experience operations. The ability to translate strategic brand objectives into tangible visual and experiential assets is key to career progression in this role.

🌐 Work Environment

Office Type: The job is located at the Emporium Tower in Bangkok, a premium office building, suggesting a modern, professional, and well-equipped corporate office environment.

Office Location(s): 622 Emporium Tower, Sukhumvit Road, Klongtoey, Bangkok 10110, Thailand. This is a prime business district location, offering good accessibility.

Workspace Context:

• The environment is expected to be collaborative, with opportunities for in-person brainstorming, team meetings, and presentations.

• Access to standard office technology and design software will be provided.

• Interaction with a fast-paced, interdisciplinary team is a key aspect of the daily workflow.

Work Schedule: While typically 40 hours per week, the role requires flexibility to manage multiple projects, meet deadlines, and potentially accommodate global team schedules. This might involve occasional work outside standard business hours.

📝 Enhancement Note: The on-site requirement in a prestigious Bangkok location highlights the importance of in-person collaboration, team synergy, and direct engagement with regional stakeholders for this brand experience role.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Review of resume and portfolio to assess qualifications, experience, and creative output.

• Creative Assessment: A potential design challenge or case study presentation to evaluate problem-solving skills, conceptual thinking, and application of design principles.

• Interviews: Multiple rounds of interviews with hiring managers, design leadership, and potentially cross-functional partners (e.g., Brand Managers) to assess fit, collaboration style, and strategic thinking.

• Portfolio Review: A dedicated session where the candidate presents their portfolio, articulating their design process, rationale, and impact.

Portfolio Review Tips:

• Curate Strategically: Select 5-7 of your strongest projects that best demonstrate your brand experience design capabilities, creativity, and strategic thinking relevant to the food & beverage industry and the Asia market.

• Showcase Process: For each project, detail the brief, your role, the challenges, your creative process (ideation, sketching, digital execution), and the final outcome. Use visuals to illustrate each stage.

• Highlight Impact: Quantify results where possible (e.g., increased engagement, conversion rates, brand recall). If direct metrics are unavailable, articulate the intended impact and strategic rationale.

• Demonstrate Adaptability: Include examples that show how you adapted designs for different platforms (social, digital, EC) and how you incorporated feedback or navigated ambiguity.

• Tailor to PepsiCo: If possible, subtly integrate PepsiCo's brands or competitive landscape into your presentation to show industry understanding.

Challenge Preparation:

• Be prepared for a design challenge that might involve adapting an existing brand's visual identity for a new campaign or platform, or developing a concept for a new product launch.

• Focus on articulating your thought process, not just the final design. Explain your strategic choices and how they align with brand objectives and consumer insights.

• Practice presenting your ideas concisely and persuasively, ready for Q&A from a panel.

📝 Enhancement Note: The emphasis on a portfolio and potential design challenges indicates that practical creative skill and process transparency are critical evaluation criteria. Candidates should prepare to not only show their work but also explain the "why" and "how" behind it.

🛠 Tools & Technology Stack

Primary Tools:

• Adobe Creative Suite: Essential for graphic design, illustration, and layout (Photoshop, Illustrator, InDesign).

• 3D Design Software (Plus): Programs like Blender, Cinema 4D, Maya, or SketchUp are advantageous for creating 3D assets, mockups, or experiential designs.

• Prototyping/Wireframing Tools: Figma, Sketch, Adobe XD may be used for digital design workflows and collaboration.

Analytics & Reporting:

• Familiarity with analytics platforms (e.g., Google Analytics, social media analytics tools) to understand content performance and user engagement.

CRM & Automation:

• While not a direct CRM role, understanding how design assets are managed and deployed through marketing automation platforms or digital asset management (DAM) systems can be beneficial.

📝 Enhancement Note: Proficiency in core design software is a given. The "plus" for 3D software and the mention of analytics suggest a forward-looking approach to brand experience, integrating immersive elements and data-driven optimization into design strategies.

👥 Team Culture & Values

Operations Values:

• Consumer-Centricity: A deep understanding and focus on consumer needs and preferences in all design decisions.

• Innovation & Creativity: A drive to push creative boundaries and explore new design solutions.

• Collaboration & Teamwork: Valuing collective input and working harmoniously with diverse teams.

• Excellence & Quality: A commitment to delivering high-quality, impactful design work.

• Adaptability & Resilience: Embracing change, comfortable with ambiguity, and able to navigate challenges effectively.

• Data-Driven Decision Making: Using insights and performance data to inform and validate design strategies.

Collaboration Style:

• Highly collaborative, working closely with brand managers, marketing teams, insights specialists, and global design functions.

• Engaging in open communication, constructive feedback sessions, and cross-functional brainstorming.

• Ability to present ideas clearly and persuasively, while also being receptive to feedback and diverse perspectives.

📝 Enhancement Note: The stated values align with a modern creative department focused on delivering impactful brand experiences. The emphasis on collaboration and adaptability is crucial for a role operating within a large, matrixed organization like PepsiCo.

⚡ Challenges & Growth Opportunities

Challenges:

• Regional Nuances: Adapting global brand guidelines to resonate effectively with diverse Asian markets and consumer preferences.

• Fast-Paced Environment: Managing multiple brand portfolios and projects simultaneously under tight deadlines.

• Ambiguity & Change: Navigating evolving market trends, business priorities, and project requirements with agility.

• Cross-Cultural Communication: Ensuring clear and effective communication across different cultural backgrounds and stakeholder levels.

Learning & Development Opportunities:

• Industry Trends: Staying abreast of the latest developments in graphic design, digital experience, 3D design, and consumer behavior in the F&B sector.

• Skill Enhancement: Access to training programs for new software, design methodologies, or leadership development.

• Networking: Opportunities to connect with global design leaders and industry experts within and outside PepsiCo.

• Cross-Functional Exposure: Gaining insights into marketing strategy, consumer insights, and product development.

📝 Enhancement Note: The challenges highlight the complexities of working in a global F&B company with a regional focus. The growth opportunities are robust, offering a clear path for professional development and career advancement within the design and marketing landscape.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you had to adapt a global brand's visual identity for a specific local market. What was your process, and what were the challenges?" (Focus on your strategic approach to localization and problem-solving.)

• "How do you balance creative vision with business objectives and technical constraints in your design process?" (Prepare to discuss your ability to integrate strategy, creativity, and operational feasibility.)

Company & Culture Questions:

• "What excites you about PepsiCo as a brand and the food & beverage industry in Asia?" (Research PepsiCo's current campaigns, brands in the Asia BU, and market trends.)

• "How do you typically collaborate with brand managers and marketing teams to ensure design alignment?" (Discuss your experience in stakeholder engagement and cross-functional communication.)

Portfolio Presentation Strategy:

• Structure: Begin with an overview of your career and design philosophy. Then, present 2-3 key projects in detail, covering the brief, your process, challenges, solutions, and outcomes. Conclude with a summary of your core strengths.

• Storytelling: Frame each project as a narrative – the problem, your approach, the solution, and the result.

• Visuals: Use high-quality visuals. For digital projects, consider short videos or interactive mockups if possible. For 3D, ensure clear rendering.

• Conciseness: Be mindful of time. Practice your presentation to deliver key points effectively within the allotted timeframe. Be prepared for in-depth questions on any aspect of your work.

📝 Enhancement Note: Interview preparation should focus on demonstrating not only creative talent but also strategic thinking, operational acumen in managing design projects, and strong interpersonal skills essential for collaboration in a large, diverse organization.

📌 Application Steps

To apply for this Senior Design Manager position at PepsiCo:

• Submit your application through the PepsiCo Jobs portal via the provided URL.

• Portfolio Customization: Ensure your portfolio is up-to-date, showcases your best work relevant to brand experience and the food & beverage industry, and clearly articulates your design process and impact. Tailor the selection to highlight experience in digital, social, and EC environments.

• Resume Optimization: Update your resume to emphasize your 6+ years of deep brand design experience, leadership qualities, proficiency in Adobe Creative Suite and any 3D software, and highlight achievements related to brand identity development and consumer engagement. Use keywords like "Brand Experience," "Visual Identity," "Digital Design," and "Stakeholder Management."

• Interview Preparation: Practice articulating your design process, prepare specific examples for behavioral questions, and research PepsiCo's brands and market presence in Asia. Be ready to present your portfolio confidently.

• Company Research: Understand PepsiCo's mission, values, and recent marketing initiatives, especially those relevant to the Asia market. Familiarize yourself with their brand portfolio and the competitive landscape.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.

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