Melanie Saluni
Sydney
Summary
Versatile marketing expert with strong track record of building iconic global brands that move culture and drive sustainable growth. Adept in developing strategic marketing initiatives that drive brand growth in both developed and emerging categories. Proficient at driving salience and penetration through innovative campaigns and data-driven decisions.
A passionate leader with a demonstrated ability of collaborating cross-functionally to meet deliverables and exceed expectations. Works with resilience and authenticity and thrives in a fast-paced environment. Highly skilled in brand management, portfolio strategy, product innovation and go-to-market strategy.
Overview
6
6
years of professional experience
1
1
Certification
Work History
Brand Manager - Biscuits & Premium Entertainment
PepsiCo
07.2024 - Current
- Led the development of PepsiCo’s 3+ year Biscuits Strategic Growth Plan to drive disproportionate growth within the segment, leveraging the full biscuits portfolio and unique retailer relationships.
- Developed the first portfolio-led brand plan to deliver a compelling and actionable strategy that drove engagement and buy-in from key stakeholders for 2026+.
- ·Led the development of the Sunbites new brand platform, working closely with external research partners, media and creative agencies to craft a new brand identity that will drive salience, cut-through and incremental penetration long-term.
- Led the Biscuits & Premium Entertainment 3+ year innovation pipeline via collaborating with R&D, insights, category, and external research partners to develop local innovation plans that will drive incremental brand growth.
- Developing, managing and implementing all aspects of the marketing mix for the Biscuits & Premium Ent. Portfolio, including strategy, communications and innovation with significant autonomy.
- Leading comms development and innovation for the Red Rock Deli biscuits portfolio in close collaboration with Marketing Manager to synergize activities across the salty, biscuit, chilled and deli aisles.
- Leading the PepsiCo X Obela partnership, overseeing collab innovation, comms, in-store sampling and new business opportunities within the chilled category.
- Responsible for the full biscuits portfolio performance tracking across 2 aisles, leveraging IRI, brand scorecards, synergy and quantium, whilst also managing the A&M budget, ensuring accurate tracking of spend and reporting via the controls process.
Brand Manager, Extruded Portfolio
PepsiCo
02.2023 - 07.2024
- Developed and owned the 18 month brand plan for Twisties, from strategy through to execution and external retailer sell-in. Secured support and buy-in from key internal stakeholders that unlocked an incremental 2.5M budget to drive previously unfunded equity campaign.
- Developed and led clear communication strategies for Twisties, leading above the line campaigns for key NPD and a refreshed AO strategy from brief through to creation, production and post-analysis. Drove Twisties social growth to become the #1 most followed snack brand on TikTok.
- Led all Twisties NPD projects, including the #1 and #2 biggest Twisties LTOs of all time, delivering combined RSV of $857M (+331M over target) , a 47% uplift on core, and 75% incremental sales from new customers in key 7/11 retailer.
- Managed the execution of all Twisties media and activation plans to deliver innovative, fresh and culturally relevant comms that delivered 843k earned impressions and increased category relevance, clarity, affinity and preference vs PY.
- Key agency lead for external creative, media and PR partners on Twisties & Cheetos, working collaboratively to exceed all KPIs on above the line campaigns YoY.
- Developed and led external partnerships to drive earned media, fame and brand equity for Twisties, delivering 160M earned impressions on candle collab to the earned value of $1.5M.
- Partnered with XF team to lead external customer engagement sessions for Twisties, selling in key NPD innovation to retailers and working collaboratively to create best in class go-to-market strategies.
- Full ownership of A&M budget, ensuring timely and accurate tracking of spend across all projects and adhering to global controls policy.
Assistant Brand Manager, Better For You
PepsiCo
02.2022 - 02.2023
- Full brand management of Nobby's, outperforming role requirements by becoming the internal and external brand lead.
- Key lead for the Nobby's brand plan process. Led the strategic thinking and refinement journey using market analysis to curate a fresh and focused brand growth strategy to deliver against AOP volume, revenue, and market share growth targets.
- Successfully led the Sunbites Good Fuel Fund campaign with a fast start, managing content briefs, legal and comms collaboration, amendments and daily agency management within the equity campaign to successfully meet all deliverables on time and in full.
- Assisted in the launch of Simply, a global-first within PepsiCo, exceeding targets and winning the Woolworths Product Launch of the Year 2022.
- Lead Agency partner for Sunbites - managing the media and creative agencies to meet key campaign deliverables in a new social-first AO approach.
- Full ownership of A&M budget management and reporting across the Better For You portfolio.
Assistant Brand Manager, NZ Snacks
PepsiCo
02.2021 - 02.2022
- Became the 'always on' social lead for NZ, working with external media agency to build and implement the new always on media model across all brands in the NZ market.
- Collaborated closely with SBM to develop and execute NZ Snacks Portfolio brand strategies with aim to increase market share and drive brand growth in a highly saturated market.
- Conducted competitor analysis and consumer research, with monthly presentations to wider marketing team, to refine brand messaging and positioning.
- Supported the launch of two 'big bet' NPDs on Bluebird and Copper Kettle brands, coordinating cross-functional teams across marketing, sales, and R&D to deliver best in class go-to-market roll out.
- Worked closely with supply chain, R&D, and finance teams to ensure seamless execution of through the line campaigns, supporting local NPD and core initiatives.
National Field Sales Associate
GlaxoSmithKline Consumer Healthcare
11.2019 - 01.2021
- Leading field projects and strategy for Cx activations.
- Owner of the Salesforce CRM system and the AI software TRAX for Consumer Healthcare NZ.
- Diligently managed IRI reporting for Cx markets; reviewing real-time data and providing communication and actionable insights to field sales team on a weekly basis.
- Liaised with Category and Marketing to create full scope field sales strategy to meet monthly share, net revenue and profitability targets.
- Collaborated with Marketing team to create trade packs and education sessions for the field teams for each new NPD launch.
- Supported the National Field Sales manager in all field activations and day-to-day problem solving.
Marketing and Communications Assistant
MinterEllisonRuddWatts
12.2018 - 10.2019
- Increased brand awareness in key thought leadership events by developing and implementing strategic marketing campaigns.
- Worked with Marketing Manager to build a refreshed Summer Clerk campaign for 2019, utilising social media for the first time in MERW history, resulting in double the applicants from previous years.
- Produced high-quality press releases, contributing to positive media coverage of MERW company events and announcements.
- Analyzed marketing campaign data to optimize future initiatives based on performance metrics.
- Optimized website performance with SEO implementation, driving organic traffic growth.
Education
Bachelor of Business - Marketing & Advertising.
Auckland University of Technology
Auckland, New Zealand01-2019
Bachelor of Communications - Journalism And Mass Communication
Auckland University of Technology
Auckland, New Zealand 01-2019
Skills
- Brand Strategy and Innovation
- Go-To-Market Strategy
- Public Speaking
- Sales & Commercial Acumen
- Project Management
- Digital Marketing & SEO/SEM
- Data Analysis and Insights
- Media Planning
- Presentation and Negotiation
- Budget Management
- Stakeholder Engagement
- Market Analysis
AWARDS & RECOGNITION
TikTok Creative Campaign of the Year 2024
Twisties, Chicken vs Cheese Equity Campaign
-
Mumbrella Social Campaign of the Year 2023
Twisties 'What a Plot Twistie' Campaign
-
Beta Gamma Sigma 2019
Top 10% International Business Scholars
-
Significant Student Scholarship 2015
AUT University - Full Tuition.
-
Head Girl, Senior Year.
Birkenhead College, Auckland NZ.
Certification
MFA Digital Foundations Certificate 1 & 2.
Media Federation Australia.
Timeline
Brand Manager - Biscuits & Premium Entertainment
PepsiCo
07.2024 - Current
Brand Manager, Extruded Portfolio
PepsiCo
02.2023 - 07.2024
Assistant Brand Manager, Better For You
PepsiCo
02.2022 - 02.2023
Assistant Brand Manager, NZ Snacks
PepsiCo
02.2021 - 02.2022
National Field Sales Associate
GlaxoSmithKline Consumer Healthcare
11.2019 - 01.2021
Marketing and Communications Assistant
MinterEllisonRuddWatts
12.2018 - 10.2019
Bachelor of Business - Marketing & Advertising.
Auckland University of Technology
Bachelor of Communications - Journalism And Mass Communication
Auckland University of Technology
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