Digital Growth & Analytics Marketing Sr. Director

PepsiCo Inc.; Dublin; On-site; EUR 180,000 - 240,000; Full time

Job summary

SodaStream, a brand within PepsiCo, seeks a senior leader to drive end-to-end Digital Growth across Data, Media and Loyalty, unifying three engines into a connected operating model spanning HQ, DTC and Markets.

The role requires influence with HQ peers and market leadership, building data-driven, AI-enabled capabilities and guiding major growth investments across global markets.

Qualifications

• MBA or equivalent Master’s degree in Business, Analytics, Engineering, Digital or related field - preferred
• Strong quantitative and commercial foundation with deep understanding of digital growth economics, media effectiveness and consumer analytics.
• 15-20 years of leadership experience in digital-first, data-led, eCommerce or consumer technology environments.
• Proven track record leading transformation across data, media, CRM, loyalty and commercial growth functions.
• Experience scaling digital growth capabilities across global or regional organizations with strong market enablement component.

Responsibilities

• Define and lead SodaStream’s global Digital Growth strategy and operating roadmap across Data, Media and Loyalty capabilities.
• Integrate Data Analytics & Measurement, Digital Marketing and Loyalty/Subscription into a connected growth engine spanning Marketing, DTC and Markets.
• Drive CLTV-led omnichannel growth through tighter integration of audience strategy, media, CRM, loyalty and commercial execution.
• Build a future-ready consumer growth infrastructure including data automation, AI-enabled optimization, advanced measurement and martech capabilities.
• Establish measurement and decision frameworks linking consumer, media and commercial investments to business outcomes (CLTV, CAC, ROAS, retention, penetration).
• Translate consumer and performance insights into Category, Media and MarCom decisions and support market-level prioritization and execution.
• Lead governance of major digital investments and business cases, including technology and capability CAPEX decisions where relevant.
• Drive global operating rhythms and performance management across markets while balancing standardization with local flexibility.
• Build advanced organizational capability in AI, automation, digital growth, experimentation and performance optimization.
• Act as senior advisor and partner to HQ and market leadership teams on digital growth priorities and transformation roadmap.

Job description

Overview

Reporting to the Global CMO, this role will lead SodaStream’s end-to-end Digital Growth transformation agenda globally - integrating three critical growth engines into one connected operating model: Data Analytics & Measurement, Digital Marketing & Media Execution, and Loyalty & Subscription.

This is a senior transformational leadership role accountable for building a world-class digital growth capability across HQ, DTC, and Markets organizations - connecting data, media, consumer engagement, and commercial execution into one growth system.

The role will directly lead three leaders:

• Data Analytics & Measurement Director.
• Digital Marketing & Media Execution Director.
• Loyalty & Subscription Senior Manager.

The role will elevate organizational capability and decision quality by embedding data, automation, AI, and performance insights into Category, Media, Commercial and MarCom decision making while enabling scalable localization and execution excellence across markets.

The role requires strong influence across senior stakeholders - including HQ peers, Market GMs, SGLT leadership, and cross-functional partners - shaping strategic priorities, investment allocation and major capability-building decisions.

Responsibilities

• Define and lead SodaStream’s global Digital Growth strategy and operating roadmap across Data, Media and Loyalty capabilities.
• Integrate Data Analytics & Measurement, Digital Marketing and Loyalty/Subscription into a connected growth engine spanning Marketing, DTC and Markets.
• Drive CLTV-led omnichannel growth through tighter integration of audience strategy, media, CRM, loyalty and commercial execution.
• Build a future-ready consumer growth infrastructure including data automation, AI-enabled optimization, advanced measurement and martech capabilities.
• Establish measurement and decision frameworks linking consumer, media and commercial investments to business outcomes (CLTV, CAC, ROAS, retention, penetration).
• Translate consumer and performance insights into Category, Media and MarCom decisions and support market-level prioritization and execution.
• Lead governance of major digital investments and business cases, including technology and capability CAPEX decisions where relevant.
• Drive global operating rhythms and performance management across markets while balancing standardization with local flexibility.
• Build advanced organizational capability in AI, automation, digital growth, experimentation and performance optimization.
• Act as senior advisor and partner to HQ and market leadership teams on digital growth priorities and transformation roadmap.

Qualifications

• MBA or equivalent Master’s degree in Business, Analytics, Engineering, Digital or related field - preferred
• Strong quantitative and commercial foundation with deep understanding of digital growth economics, media effectiveness and consumer analytics.
• 15-20 years of leadership experience in digital-first, data-led, eCommerce or consumer technology environments.
• Proven track record leading transformation across data, media, CRM, loyalty and commercial growth functions.
• Experience scaling digital growth capabilities across global or regional organizations with strong market enablement component.
• Experience in subscription, recurring-revenue, DTC or eCommerce-first business models strongly preferred.
• Strong executive presence with demonstrated ability to influence senior business and functional leaders.
• Ideal profile: Digital-native leader from ~$0.5-1B B2C eCommerce-first environment with strong data analytics and digital marketing capabilities and global transformation experience.