PepsiCo
Associate Brand Lead - Consumables (SodaStream UK&I)
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Overview
SodaStream is the world’s number one sparkling water brand and a global leader in at-home beverage solutions, sold in over 46 countries. Driven by a mission to reduce single-use plastic, we help consumers drink more sustainably. As part of the PepsiCo family, we support the PepsiCo Positive (pep+) agenda, putting people and planet first.
Working closely with the UKI Brand Lead, this role will lead local go-to-market planning and execution for consumables initiatives, while also supporting broader market campaigns and priorities. As part of a lean and agile regional structure, this role offers broad exposure across brand, ecommerce, media, advocacy and commercial functions, with opportunity to lead campaigns, shape local execution and build end-to-end brand management experience. As part of the lead market within the Northern Europe cluster, this role will help shape and elevate best practices across the strategy and execution on the Consumables category within the region.
Responsibilities
Consumables Category Ownership & Growth
- Own the day-to-day management and performance of the UKI Consumables categories (CO2, Flavors and Bottles)
- Support development of local category growth plans in partnership with Brand, Commercial and Demand Acceleration (DX) teams
- Monitor category performance, commercial trends and market opportunities, identifying actions to support growth and repeat purchase.
- Partner with Analytics & Insights teams to help identify opportunities related to customer engagement, retention and category penetration.
- Feed into global innovation development processes, representing local market needs and opportunities for consumables categories.
- Lead local go-to-market planning and execution for consumables innovation launches and initiatives.
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Local Campaign Development & Execution
- Develop and manage local campaign and activation plans across Consumables categories in alignment with broader UKI marketing priorities.
- Brief and manage agencies and cross-functional teams where required across consumables initiatives and campaigns.
- Support development of campaign messaging, creative direction and local market execution across channels.
- Coordinate localisation, translations and market adaptation of campaign, PR and launch communications across UKI.
- Lead selected seasonal, tactical or category-specific campaigns where appropriate, with support from the UKI Brand Lead.
- Review and approve local creative, copy and marketing materials across consumables initiatives.
Cross-Function Collaboration & Commercial Integration
- Partner closely with Commercial, DX, Growth, Advocacy and Ecommerce teams to ensure strong alignment across plans and priorities.
- Support integration of consumables priorities across ecommerce, lifecycle and customer engagement initiatives.
- Collaborate with Media and Growth teams to ensure campaigns are supported with appropriate media and activation plans.
- Help connect brand activity with broader customer and commercial objectives across the market.
- Support ongoing tracking, reporting and post-campaign analysis across consumables initiatives.
- Contribute to broader UKI marketing planning and business priorities as part of the wider Brand team.
- Partner closely with DX teams to support integration of consumables priorities across retailer activations, shopper campaigns and key commercial moments.
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Qualifications
- 5+ years’ experience in brand, marketing or category roles within UKI market; experience within established global blue-chip businesses and/or high-growth start-ups across FMCG, SDA or Beverage categories - with exposure to strong DTC/eComm brands advantageous.
- Native-level English proficiency required; additional Nordic or Dutch language skills are advantageous.
- Experience managing campaigns, launches or category initiatives across multiple channels.
- Strong commercial mindset with understanding of how marketing activity drives category and business performance.
- Experience working cross-functionally across marketing, ecommerce, commercial or agency partners.
- Strong project management and organisational skills with ability to manage multiple priorities simultaneously.
- Experience briefing agencies and supporting campaign development processes.
- Strong communication and stakeholder management skills.
- Analytical mindset with ability to interpret performance data and identify actionable opportunities.
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