Senior
CRM & Consumer Journey Lead (DTC)
Overview
As the CRM & Consumer Journey Lead, you will own the design, implementation, optimization, and measurement of consumer journeys across PepsiCo's consumer engagement platforms (e.g., JOY and other engagement portals). You will work across Salesforce Marketing Cloud, CDP, CRM, web analytics, and experimentation to deliver personalized consumer experiences that improve acquisition, engagement, retention, and conversion. This role combines CRM strategy with hands-on execution and will partner closely with Product, Data Science, Analytics, CDP, and market teams.
Responsibilities
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Consumer Journey Strategy & Execution
- Design and implement lifecycle journeys across Salesforce Marketing Cloud.
- Build onboarding, activation, engagement, retention and win-back journeys.
- Develop trigger-based and behavior-based communications.
- Optimize journey logic based on consumer behavior.
- Manage multi-channel orchestration (Email, Push, SMS, WhatsApp where applicable) & its insights.
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Salesforce Marketing Cloud
- Execute and monitor email campaigns.
- Manage audience entry criteria and journey governance.
- Monitor Journey Performance Analytics.
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CDP & Audience Management
- Work with CDP teams to define consumer segments.
- Translate business requirements into audience definitions.
- Validate CDP segmentation before deployment.
- Support first-party data activation.
- Understand consumer identities and profile unification.
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Experimentation & Optimization
- Design and execute A/B and multivariate tests.
- Measure lift and incrementality.
- Optimize journeys based on behavioral insights.
- Recommend personalization improvements.
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Reporting & Journey Insights
- Monitor journey KPIs.
- Build journey performance dashboards.
- Analyze conversion funnels.
- Identify journey drop-offs.
- Present recommendations to business stakeholders.
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Consumer Experience
- Partner with Product and UX teams to improve:
- Registration
- Onboarding
- Campaign participation
- Repeat engagement
- Consumer retention
- Partner with Product and UX teams to improve:
Qualifications
- Experience:
- MBA candidates preferred
- 9+ years in:
- CRM Lifecycle Marketing
- Salesforce Marketing Cloud
- Consumer Engagement
- Personalization
- Marketing Automation
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