Data Activation Specialist

PepsiCo; Ciudad de México; Presencial; MXN 200,000 - 400,000; Jornada completa

Descripción de la vacante

A leading food and beverage company in Mexico City seeks an experienced Data Activation Specialist to leverage consumer data for personalized marketing. You will manage audience segments and ensure campaign effectiveness. Ideal candidates have over five years in data analytics, strong SQL skills, and a collaborative spirit. The role includes opportunities for personal growth and various benefits.

Servicios

Opportunities for learning and development

Financial wellness programs

Flexible working arrangements

Recognition programs

Formación

• Five or more years of experience in data analytics or CRM data strategy.
• Strong understanding of first-party data structures and consumer lifecycle logic.
• High attention to detail and structured documentation practices.

Responsabilidades

• Build and manage audience segments for various marketing campaigns.
• Validate segment accuracy before deployment and monitor performance.
• Serve as the functional expert on Salesforce Customer Data Platform.

Conocimientos

Data analytics

SQL proficiency

Audience segmentation logic

Data-driven marketing principles

Cross-functional teamwork

Herramientas

Salesforce Customer Data Platform

Email marketing platforms

Paid media channels

Descripción del empleo

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 Data Activation Specialist turns first-party consumer data into actionable audience segments that power personalized marketing across multiple channels. As the functional lead for segment creation and audience orchestration, you will work with Salesforce Customer Data Platform and Marketing Cloud to enable timely, relevant activations without requiring backend development.

Reporting to the CRM Strategy Lead, this role translates high-level data objectives into precise audience definitions. You will collaborate closely with Marketing Activation Consultants to align audience design with journey logic, and with global technical teams to validate feasibility, request updates, and ensure operational excellence.

Your Impact

• Build and manage audience segments for Customer Relationship Management, loyalty, and paid media campaigns, using platform tools and best practices.

• Ensure audiences meet business and campaign goals by applying filters, behavioral logic, and exclusion criteria for precise targeting.

• Validate segment accuracy before deployment and monitor performance to identify optimization opportunities.

• Translate strategic data objectives into actionable segmentation plans based on lifecycle, preferences, behavior, and business priorities.

• Collaborate with journey strategists and activation teams to align segmentation logic with campaign flows and journey design.

• Monitor platform health and audience performance to maintain efficiency, scalability, and consistency across activations.

• Maintain compliance with data governance, privacy policies, and consent rules while documenting segmentation criteria and processes.

• Serve as the functional expert on Salesforce Customer Data Platform, guiding non-technical teams and coordinating with technical teams on new data sources or complex logic requirements.

Qualifications

• Five or more years of experience in data analytics, Customer Relationship Management data strategy, Customer Data Platform operations, or data-driven campaign operations, preferably in large or multi-market organizations.

• Proficiency in SQL and audience segmentation logic.

• Strong understanding of first-party data structures, consumer lifecycle logic, and data-driven marketing principles.

• Analytical mindset with the ability to translate strategic audience objectives into executable segment definitions.

• Familiarity with direct marketing platforms and how Customer Data Platform segments are activated across email, mobile notifications, loyalty, and paid media channels.

• Comfortable collaborating in cross-functional teams, including strategy, content, activation, and technical data teams.

• High attention to detail, structured documentation practices, and proactive problem-solving skills.

• Experience in enterprise-level CRM, personalization, or loyalty-driven programs is a plus, along with knowledge of privacy regulations, predictive modeling, or journey orchestration logic.

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.

Equal Opportunity Employer

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.