Direct Marketing Regional Lead

Overview We Are PepsiCo Join PepsiCo and Dare for Better We are the perfect place for curious people, thinkers and change agents. From leadership to front lines, we're excited about the future and working together to make the world a better place. Being part of PepsiCo means being part of one of the largest food and beverage companies in the world, with our iconic brands consumed more than a billion times a day in more than 200 countries. Our product portfolio, which includes 22 of the world's most iconic brands, such as Sabritas, Gamesa, Quaker, Pepsi, Gatorade and Sonrics, has been a part of Mexican homes for more than 116 years. A career at PepsiCo means working in a culture where all people are welcome. Here, you can dare to be you. No matter who you are, where you're from, or who you love, you can always influence the people around you and make a positive impact in the world. Responsibilities The Opportunity The Direct Marketing Regional Lead is the visionary behind PepsiCo’s consumer engagement strategy across the sector. This leadership role sets the long‑term direction and defines the strategic roadmap and operating model for our in‑house Direct Marketing function. It encompasses Customer Relationship Management, consumer loyalty programs, customer data platform activation, and end‑to‑end consumer journey design. In this role, you will guide the development of these capabilities across the sector, ensuring global alignment, building strong partnerships with key stakeholders, and delivering scalable, high‑impact business results from our Direct Marketing initiatives. The Direct Marketing Regional Lead is a hands‑on leader within the Direct Marketing team, responsible for bringing our first‑party consumer engagement strategy to life across our owned media channels. Working closely with the strategic roadmap created by the business and the United States teams, this role leads the execution of that plan within our marketing technology platforms. You will ensure consistent regional deployment of Customer Relationship Management, loyalty initiatives, customer data platform activation, and orchestrated consumer journeys. This role is pivotal in maintaining global consistency, driving operational excellence, and delivering measurable outcomes from our Direct Marketing campaigns—turning strategic priorities into powerful, scalable activations across all brands. Your Impact As a The Direct Marketing Regional Lead, you will: Lead and grow a multidisciplinary regional team, establishing roles, processes, and ways of working for in‑house delivery. Own the regional roadmap for Customer Relationship Management and loyalty programs, ensuring alignment with business and U.S. strategy. Translate brand and commercial needs into consumer journey strategies across welcome, conversion, loyalty, and reactivation programs. Oversee campaign orchestration across key channels including email, text messaging, mobile notifications, messaging platforms, and loyalty environments. Partner with content, data, and technology teams to deliver high‑performing, scalable campaigns in Salesforce Marketing Cloud. Define and track performance metrics, activate first‑party data use cases, and embed insights to drive continuous optimization. Ensure governance and compliance across platforms and markets, maintaining quality, data accuracy, and adherence to privacy regulations. Maximize business impact by prioritizing high‑value initiatives, forecasting resource needs, and demonstrating efficiency of the internal delivery model. Qualifications Who are we looking for? 8+ years of experience in Customer Relationship Management, Direct Marketing, loyalty, or consumer engagement at a regional or global scale. Fluent English. Proven success building or transforming in‑house Customer Relationship Management capabilities. Strong knowledge of marketing technology platforms, including Salesforce Marketing Cloud, customer data platforms, and loyalty systems. Experience designing campaigns and consumer journeys, with deep understanding of personalization at scale. Skilled at managing stakeholders across brands, legal, content, data, and technology teams. Strong analytical mindset, able to translate data into actionable insights and commercial outcomes. Demonstrated leadership of cross‑functional and cross‑market teams, with excellent communication and prioritization skills. If this is an opportunity that interests you, we encourage you to apply even if you do not meet 100% of the requirements. What can you expect from us: Opportunities to learn and develop every day through a wide range of programs. Internal digital platforms that promote self‑learning. Development programs according to Leadership skills. Specialized training according to the role. Learning experiences with internal and external providers. We love to celebrate success, which is why we have recognition programs for seniority, behavior, leadership, moments of life, among others. Financial wellness programs that will help you reach your goals in all stages of life. A flexibility program that will allow you to balance your personal and work life, adapting your working day to your lifestyle. And because your family is also important to us, they can also enjoy benefits such as our Wellness Line, thousands of Agreements and Discounts, Scholarship programs for your children, Aid Plans for different moments of life, among others. We are an equal opportunity employer and value diversity at our company. We do not discriminate based on race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. We respect and value diversity as a work force and innovation for the organization. #J-18808-Ljbffr