Creative Excellence Senior Director - International Beverages

PepsiCo; Dublin; On-site; EUR 120,000 - 180,000; Full time

Job summary

PepsiCo in Dublin seeks an executive to lead the Creative Excellence Transformation for IB, driving world-class brand building and engaging content across diverse markets.

You will spearhead a contemporary creative agency ecosystem, align with media partners, and empower teams with technology and Gen AI to deliver innovative, business-building ideas. This role requires strong leadership and global collaboration.

Qualifications

• 15+ years of brand building and creative leadership.
• Experience leading global teams in a matrix organization.
• Exceptional relationship-building and senior-level communication.
• Deep understanding of the creative and media industry.
• Strong financial acumen.
• Advanced leadership and stakeholder management across diverse cultures.

Responsibilities

• Lead and design the IB Creative Excellence Transformation Roadmap by leveraging the global creative excellence vision and plan, defining milestones and governance, and ensuring sustained deployment.
• Stand up and expand the creative agency ecosystem and scroll/creator model across all global IB brands, building partnerships and operational models for agility and scale.
• Inspire the IB marketing organization and deploy the New Consumer Engagement Model in partnership with media/TCP partners, focusing on the adoption and transformation of the 5S framework.
• Partner with SBT leads and Agencies of Record to ensure strong brand strategies that enable breakthrough creative ideas, especially in anchor markets.
• Work with the AI Marketing team to operationalize and align use cases for conceot and creative development with the Global CMO and IB CMO, using technology and Gen AI to drive innovation.
• Collaborate with the IB Capability lead to elevate creative skills and performance, ensuring content effectiveness and supporting business-driving ideas.
• Represent IB in key organizational forums and processes, contribute to Brand Creative Councils, and shape external award strategies to enhance PepsiCo's reputation as a creative and effective marketer.
• Stay attuned to cultural trends, brands, creators, and influencers, assembling agile "speed boat" teams to deliver innovative content and business models.
• Work closely with the design team to maintain brand consistency and uphold the highest standards of creative quality across all communications.
• Partner with GCC design IB lead on driving efficiencies to drive NW media productivity - transition and execute scope from external partners to the Global Capability Center.
• Partner with the IB production lead to evolve the IB in-house production model for greater efficiency and effectiveness.
• Work with the MOPS team to validate and ensure compliance of Scope of Work (SOW) gathering for each AOP cycle; track delivery against AOP targets.
• Own and drive IB's creative effectiveness and efficiency targets, including best-performing content, asset reuse rates, and optimization thresholds.

Job description

Overview

This position is critical to driving PepsiCo's growth through world-class brand building, creative leadership and transformation on how we reach and engage with people. It requires an experienced leader with expertise in creative excellence capable of spearheading a significant creative transformation in a diverse cultural environment through the art of influence.

Core Pillars of Creative Excellence Transformation in IB

• Build and implement a contemporary creative agency and scroll ecosystem to accelerate content innovation for all global brands within IB.
• Double down on ‘scroll’ as part of the New Consumer Engagement Model (5S):Leverage 2026 on landing the operating model/structure on F1 (Sting, Gatorade), Football (Pepsi) with the view to operationalise in IB in 2027.
• Creative Capability Elevation:Enhance creative capabilities to improve content effectiveness and drive business-building ideas. Focus on producing engaging content that thrives in fast-paced digital environments.
• Infusion of Technology:Leverage technology to transform creative intelligence and output, integrating new tools and approaches to strengthen the creative process.
• Partner with the media lead on integration of the stratgeic platform partners TikTok, Meta, Google in our craetibe ecosystem.
• Strategic Partnership with SBT Leads:Work closely with Strategic Brand Team (SBT) leads to ensure brands have robust strategic foundations, enabling transformative and breakthrough creative work and execution.

Responsibilities

• Lead and design the IB Creative Excellence Transformation Roadmap by leveraging the global creative excellence vision and plan, defining milestones and governance, and ensuring sustained deployment.
• Stand up and expand the creative agency ecosystem and scroll/creator model across all global IB brands, building partnerships and operational models for agility and scale.
• Inspire the IB marketing organization and deploy the New Consumer Engagement Model in partnership with media/TCP partners, focusing on the adoption and transformation of the 5S framework.
• Partner with SBT leads and Agencies of Record to ensure strong brand strategies that enable breakthrough creative ideas, especially in anchor markets.
• Work with the AI Marketing team to operationalize and align use cases for conceot and creative development with the Global CMO and IB CMO, using technology and Gen AI to drive innovation.
• Collaborate with the IB Capability lead to elevate creative skills and performance, ensuring content effectiveness and supporting business-driving ideas.
• Represent IB in key organizational forums and processes, contribute to Brand Creative Councils, and shape external award strategies to enhance PepsiCo's reputation as a creative and effective marketer.
• Stay attuned to cultural trends, brands, creators, and influencers, assembling agile "speed boat" teams to deliver innovative content and business models.
• Work closely with the design team to maintain brand consistency and uphold the highest standards of creative quality across all communications.
• Partner with GCC design IB lead on driving efficiencies to drive NW media productivity - transition and execute scope from external partners to the Global Capability Center.
• Partner with the IB production lead to evolve the IB in-house production model for greater efficiency and effectiveness.
• Work with the MOPS team to validate and ensure compliance of Scope of Work (SOW) gathering for each AOP cycle; track delivery against AOP targets.
• Own and drive IB's creative effectiveness and efficiency targets, including best-performing content, asset reuse rates, and optimization thresholds.

Qualifications

• 15+ years of experience in brand building and creative leadership, with a proven record of leading high performing, winning outputs and teams, globally.
• Exceptional relationship-building and communication skills, with confidence in engaging senior-level management.
• Experience operating within a global matrix organization and driving results through others in a global role.
• Deep understanding of the creative and media industry.
• Strong financial acumen.
• Advanced leadership, organizational, and interpersonal skills, especially in managing trade-offs, resolving conflicts, and leading culturally diverse senior stakeholders.
• Proven project management ability, overseeing complex tasks to resolution.
• Self-motivated and capable of working independently.
• Flexible and adaptable to shifting priorities in a fast-paced environment.