Shopper Marketing Specialist

Overview

CAREERS TO SMILE ABOUT

At PepsiCo, you’ll discover a place where our mission is to create smiles around the world. With a portfolio of more than 500 beloved brands including, Gatorade, Lay’s and Quaker, our work touches millions of people every day. At the heart of the company is a team of thinkers, creators, and problem-solvers who collaborate to innovate and turn ideas into action.

Driven by innovation and a focus on creating joyful moments through food and drinks, our decisions are guided by consumer centricity, creating opportunities for our associates to do meaningful work and make a lasting impact in the communities we serve. Whatever your role, you’ll be part of a global community that values your ideas and empowers you to make an impact, on your career and on the world around you.

Responsibilities

THE OPPORTUNITY

• Align the commercial priorities of the Traditional Trade channel and ensure they are reflected in the retailer-facing application.

• Drive sales and product turnover through the retailer-facing application

  • Developing segmented promotions.
  • Executing sell-out strategies within the traditional trade channel.
  • Coordinating internal commercial processes.

YOUR IMPACT

As Shopper Marketing Specialist your responsibilities would consist of …

Digital Sync Forum

• Coordinate and lead digital alignment forums with cross-functional teams.

• Follow up on initiatives, risks, opportunities, and action plans.

• Consolidate performance information and communicate progress to key stakeholders, while ensuring alignment between commercial priorities and digital strategies.

Strategic Digital Calendar & Execution

• Design and manage the strategic calendar of digital initiatives.

• Coordinate the digital execution of seasonal activities and innovations through promotions and communications within the internal ordering platform.

• Ensure the proper implementation of digital promotions in line with commercial objectives.

• Manage priorities and ensure compliance with timelines and deliverables.

Digital Performance & Postmortems

• Monitor and analyze the performance of digital initiatives through relevant KPIs.

• Develop dashboards and reports to evaluate results and trends.

• Conduct post-campaign analyses (postmortems) to identify learnings and improvement opportunities.

• Generate data-driven recommendations to optimize future initiatives.

Order Platform Management

• Monitor the adoption and utilization of the internal ordering application.

• Analyze user purchasing and navigation behavior.

• Identify opportunities to increase purchase frequency, conversion, and average order value.

• Develop segmentation strategies to target the right customer with the appropriate communication and promotion.

Promotions & Personalized Communication

• Design digital promotions based on customer behavior data and business needs.

• Define segmented communication strategies to maximize engagement and conversion.

• Evaluate the impact of campaigns and promotions on business performance indicators.

• Implement actions aimed at driving incremental sales and category growth.

Sell-Out Acceleration (Traditional Trade / DTS)

• Analyze consumer, shopper, and point-of-sale data through shopper insights to identify growth opportunities.

• Coordinate, develop, and implement commercial initiatives and sell-out acceleration activations for the traditional trade channel.

• Monitor initiative performance and measure sales impact.

• Generate recommendations to optimize commercial execution and maximize results.

Commercial Management & Internal Processes

• Manage, track, and control assigned budgets.

• Monitor spending versus budget and ensure proper resource allocation.

• Coordinate internal processes related to approvals, initiative tracking, and execution control.

• Manage the upload and update of commercial initiatives on the company's internal platforms.

• Support commercial planning and performance tracking processes.

Qualifications

WHO ARE WE LOOKING FOR?

Education

• Bachelor's degree in Digital Business, Business Administration, Industrial Engineering, Economics, E-commerce, Information Systems, or a related field.

Experience

• Preferred experience in Digital Marketing, Customer Marketing, Trade Marketing, Commercial Excellence, E-commerce, or Business Analytics.

• Consumer data analysis and commercial performance evaluation.

• Experience working with digital platforms or sales applications.

• Execution of promotions and commercial activations.

• Experience in traditional trade or consumer packaged goods (CPG/FMCG) is preferred.

Technical Knowledge

• Advanced Excel.

• Power BI or data visualization tools.

• Digital and commercial KPI analysis.

• Customer segmentation and purchasing behavior analysis.

• Budget management.

• Commercial planning and project tracking.

• Knowledge of CRM tools and digital platforms.

Position KPIs

Digital

• Active platform users.

• In-app conversion rate.

• Purchase frequency.

• Average order value.

• Adoption of digital promotions.

• Communication engagement.

• Incremental sales generated through commercial promotions.

Commercial

• Incremental sell-out generated by initiatives.

• Coverage and execution of point-of-sale activations.

• ROI of promotions and commercial programs.

• Compliance with the initiative calendar.

Operational

• Budget compliance.

• Timeliness and accuracy of initiative uploads.

• Project execution within timeline and budget.

Key Competencies

• Analytical thinking.

• Results orientation.

• Commercial and growth mindset.

• Planning and organization.

• Project management.

• Cross-functional influence and collaboration.

• Effective communication.

• Problem-solving.

• Data-driven decision making.

• Continuous improvement mindset.

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:

• 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 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.

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.