Overview This role will lead the external communication and public relations agenda for Pakistan BU, driving reputation-building initiatives, brand narrative amplification, stakeholder engagement, and earned media strategies. The incumbent will support the Sr. Manager Corporate Communications & Sustainability on external-facing campaigns including media relations, brand PR, CSR visibility, and sustainability storytelling. Responsibilities Develop and execute strategic external communications plans aligned with corporate objectives to enhance PepsiCo’s brand reputation in Pakistan. Cultivate and manage relationships with key government stakeholders, business / trade forums, media outlets, journalists, influencers, and third-party PR agencies. Draft, review, and distribute press releases, op-eds, corporate statements, media briefs, and thought leadership content. Manage media/social media engagements for senior executives, including preparing briefing documents, Q&A, talking points, and speeches. Lead the execution of external storytelling campaigns across earned and owned media to build visibility of PepsiCo’s business, people, and community impact. Partner with the Sustainability team to amplify CSR and environmental initiatives through external channels. Monitor and analyze media coverage, providing regular reports and insights to leadership. Handle crisis communication support, reputation management, and proactive media engagement to mitigate potential risks. Lead on the overall management and create/publish content for the BU’s corporate website. Oversee the social media strategy for Pakistan BU’s external channels to ensure content is on-brand, engaging, and in sync with global standards. Collaborate with Marketing, Legal, Government Affairs, and Bottling Partners to align messaging and ensure consistency across public-facing platforms. Organize and support corporate events, press briefings, and media tours as needed. Qualifications 5–6 years of experience in External/Corporate Communications, Media Relations, or Public Relations in FMCG, agency, or corporate environments Demonstrated success in reputation management, government relations, content creation/publishing and public-facing external leadership led and corporate/brands campaigns Proven ability to work with senior leadership, media, influencers, government, trade associations, and external agencies Master’s degree in Communications, Public Relations, Journalism, or related fields Fluency in Urdu and English Key Skills: Strong media relations and public affairs capability Excellent written and verbal communication skills for external storytelling Strategic thinking with creativity in content and campaign development Ability to handle crisis situations and reputation risks proactively Familiarity with digital and social media tools, data analytics for media tracking Proficiency in MS Office and creative tools (e.g., Canva, basic video editing) Strong organizational skills with a focus on event and campaign management