Direct Marketing Regional Lead...

Overview

We Are PepsiCo

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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.

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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?

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 :

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.

Who are we looking for?

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 :

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.

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 :