Consumer Engagement Market Lead

Descripción del puesto:

Overview

Location Overview
Working with inspiring and experienced colleagues, you'll find that the atmosphere in our city-centre office in Kraków is informal and engaging. With drive and ingenuity, our teams deliver vital services to PepsiCo employees around the world. With an active, get-things-done culture, this is a place where your dynamism and agility will make a difference.

Consumer Engagement Market Lead

In this role, you will be working closely with Marketing Teams, Media Agencies, Media Insights and Key Media Partners. This role will collaborate extensively in order to implement first-party data collection, co-create media strategy based on our customers' behavior and track the effectiveness of B2C campaigns based on personalized offers. You will be also working with Sector & global teams to drive capability adoption on designated markets.

This role combines marketing expertise with technical skills to ensure the effective use of various marketing technologies. The objective is to drive consumer engagement agenda which leverage JOY as platform to enhance consumer experience with PepsiCo brands while all activities will deliver high efficiency and effectiveness.
This role will additionally ensure:
* a) Leveraging all JOY functionalities
* b) Drive effectiveness of all Consumer activities via right mechanics, comms and learnings leverage
* c) Usage of SFMC across adequate process stages
* d) Support and implement In-housing transformation further
Responsibilities

* Build and execute the strategy to drive first-party data acquisition according to global & local targets by owning KPI's, ensuring each campaign includes 1pd objectives and driving capability adoption on designated markets.
* Marketing Technology Adoption: Orchestrate usage of marketing technology platforms and tools (e.g. Consumer Engagement Platform, Sales Force, CDP, WA, Marketing Automation Tools, analytics) to optimize campaigns and ensure data accuracy.
* Segmentation & Testing: Create and manage customer segments for personalized marketing campaigns and product recommendations.
* Drive 1pd acquisition & engagement by continuously improving marketing campaigns through A/B testing.
* Consumer Engagement Platform Management: Collect and transfer business asks into functional tasks for a platform update, lead and track process for promotional campaigns in close collaboration with brand teams.
* Build and lead relationship with stakeholders across entire organization: brand, digital, shopper, IT, global and local teams.
* Generate and present regular reports on KPIs, campaign learnings, best practices and recommendations to stakeholder at any level.
* Collaborate with marketing technology vendors and service providers to ensure the company's technology needs are met to the required quality.
* Ensure all data-driven campaigns follow GDPR and regional Data Privacy standards.
Qualifications

* A Digital and FMCG/Retail background with good knowledge of omni-channel marketing process & technology
* Product/service ownership experience with a proven track record of delivering successful products
* Experience and knowledge of B2C communication practices for FMCG/Retail
* Experience of leveraging analytics data and transactional data for digital marketing
* Excellent organizational, presentation and communication skills, managing and influencing internal and external stakeholders at all levels
* Adaptable - able to work with new business models and strategies within an environment that is ambitious and innovative
* Ability to understand customer data and user journeys
* Knowledge of different Marketing automation capabilities such as SalesForce Email Studio, Adobe Experience
* Platform, Cheetah Experiences, Google DV360, Monday.com would be a benefit
* Be able to liaise with technical and non-technical teams to manage and communicate
* Proactive in finding solutions and capability to think laterally and define solutions to complex and unusual problems
* Collaborative and straightforward
* Fluent English

Notice to Poland-based candidates: For the purpose of ensuring informed and transparent negotiations, those who advance to the interview stage will be provided with information regarding the initial level of renumeration for the position. During the interview, any questions will be addressed and additional information on the process provided.

The 'Internal Reporting Procedure' for making reports of violations of the law and taking follow-up action in terms of the Law on Whistleblower Protection of June 14, 2024 is available at www.pepsicopoland.com under the Contact/Career tab.

* Build and execute the strategy to drive first-party data acquisition according to global & local targets by owning KPI's, ensuring each campaign includes 1pd objectives and driving capability adoption on designated markets.
* Marketing Technology Adoption: Orchestrate usage of marketing technology platforms and tools (e.g. Consumer Engagement Platform, Sales Force, CDP, WA, Marketing Automation Tools, analytics) to optimize campaigns and ensure data accuracy.
* Segmentation & Testing: Create and manage customer segments for personalized marketing campaigns and product recommendations.
* Drive 1pd acquisition & engagement by continuously improving marketing campaigns through A/B testing.
* Consumer Engagement Platform Management: Collect and transfer business asks into functional tasks for a platform update, lead and track process for promotional campaigns in close collaboration with brand teams.
* Build and lead relationship with stakeholders across entire organization: brand, digital, shopper, IT, global and local teams.
* Generate and present regular reports on KPIs, campaign learnings, best practices and recommendations to stakeholder at any level.
* Collaborate with marketing technology vendors and service providers to ensure the company's technology needs are met to the required quality.
* Ensure all data-driven campaigns follow GDPR and regional Data Privacy standards

Requerimientos del candidato/a:

* A Digital and FMCG/Retail background with good knowledge of omni-channel marketing process & technology
* Product/service ownership experience with a proven track record of delivering successful products
* Experience and knowledge of B2C communication practices for FMCG/Retail
* Experience of leveraging analytics data and transactional data for digital marketing
* Excellent organizational, presentation and communication skills, managing and influencing internal and external stakeholders at all levels
* Adaptable - able to work with new business models and strategies within an environment that is ambitious and innovative
* Ability to understand customer data and user journeys
* Knowledge of different Marketing automation capabilities such as SalesForce Email Studio, Adobe Experience
* Platform, Cheetah Experiences, Google DV360, Monday.com would be a benefit
* Be able to liaise with technical and non-technical teams to manage and communicate
* Proactive in finding solutions and capability to think laterally and define solutions to complex and unusual problems
* Collaborative and straightforward
* Fluent English

Notice to Poland-based candidates: For the purpose of ensuring informed and transparent negotiations, those who advance to the interview stage will be provided with information regarding the initial level of renumeration for the position. During the interview, any questions will be addressed and additional information on the process provided.

The 'Internal Reporting Procedure' for making reports of violations of the law and taking follow-up action in terms of the Law on Whistleblower Protection of June 14, 2024 is available at www.pepsicopoland.com under the Contact/Career tab