Digital brand ambassador - Direct to Consumer

PepsiCo, Inc. is a global food, snack and beverage corporation headquartered in New York. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands. The company's products are distributed across more than 200 countries, resulting in annual net revenues of circa$65 billion. Based on net revenue, PepsiCo is the 2nd largest food and beverage business in the world with over 270K employees.

A new division will be responsible not only for the trading of new innovative brands and products but for shaping the PepsiCo portfolio of the future, enabling us to create niche and highly relevant brands which sit on the high street and our customers' shelves.

Direct To Consumer enables selected PepsiCo brands to own the end-to-end consumer journey; building & controlling equity at every step of the path to purchase from product design and manufacture to consumption by the customer. In addition, all data is owned and retained, and the ability to drive traffic and engagement is in our hands. Lastly, the economic benefits of D2C are evident in long term incremental gross profit and gross margin growth.

This role is to lead the digital brand activations for the direct to consumer offering - building on best practise from the Centre of Excellence - and develop activation plans to deliver against brand and campaign objectives. To make that happen, the successful candidate will need to define, influence, align and execute plans, plus report on their outcomes and share best practice and recommendations with other brand activation team members.

Accountabilities

• Develop digital marketing plans, considering key initiatives for short and long term success.
• Execute and manage the brand activation, working closely with regional marketing teams, eCommerce trading team & megacity digital brand ambassadors
• Build awareness of the new brands leveraging social media, influencer partnerships, pop-up events etc…
• Drive online sales in partnership with trading team to build customer lifetime value through effective acquisition and retention strategies
• Identify resources, competitive environment, partners, opportunity areas, etc… and together with the D2C Leadership Team, propose the activation plans and KPIs.
• Share best practise implementation and new findings with the European digital network. Including opportunities to Lift & Shift best practises, social media content synergies, cross-market agencies, and innovative technologies from partners
• Support Test & Learn framework joint priorities to drive future growth aligned with eCommerce & BIS innovation team
• Manage relevant digital media partner relationships for your market & brands (i.e. Facebook, Twitter, Google], linking up closely with media agency to unlock added value benefits
• Think broadly and beyond our traditional business lines to identify new digitally-enabled business initiatives
• Keep up to date with the strategic digital landscape (consumers, competitors, technologies, etc.) and regularly shares this information with key stakeholders