PepsiCo
SodaStream: DTC Lead UKI
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Overview
DTC Lead – UK & Ireland
About SodaStream
SodaStream is the world’s #1 sparkling water brand and a global leader in producing home sparkling water makers. With products sold in over 46 countries, we’re passionate about replacing plastic waste and offering consumers a healthier, more sustainable beverage option. SodaStream is part of the PepsiCo product family, which supports the PepsiCo Positive (pep+) initiative and champions strong business and social values to lead positive change. At SodaStream, we put the planet and people first – to help create a better, more sustainable future for generations to come.
Want to change the way the world drinks?
We’re looking for a dynamic DTC Lead to own and accelerate the performance of our Direct-to-Consumer (DTC) channel in the UK & Ireland. This role is a key growth driver for the business, responsible for defining the DTC strategy, and leading the commercial, product, and customer experience roadmap. You’ll work cross-functionally to shape how we acquire, convert, and retain customers in a way that delivers profitable growth and outstanding brand experiences. This role will report directly into the North Europe Head of eCommerce, with a dotted line into the UK&I Sales Director. They will work closely with the Growth Marketing Lead, briefing them on activation needs for the channel.
Responsibilities
What will your workday look like?
DTC Channel Strategy & Leadership
- Set the strategic direction for the UK&I DTC channel, defining how we win across acquisition, retention, value growth, and customer experience.
- Build a clear channel proposition that differentiates our DTC from other channels, tailored to the needs and expectations of our DTC shopper.
- Leverage data and behavioural insight to deeply understand our online customer — identifying patterns, friction points, and growth levers across the funnel.
- Define and optimise the DTC product strategy, including which SKUs, bundles, exclusives, or formats we offer — ensuring the range delivers incremental value and meets consumer needs.
- Own the pricing and promotional architecture, balancing competitiveness, profitability, and brand integrity.
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Website UX Management:
- Act as the owner of the UK&I Shopify storefronts, accountable for the site’s performance, navigation, content, and UX across desktop and mobile.
- Build and deliver a local roadmap of site development and optimisation projects including UX upgrades, new features, landing pages, and merchandising improvements — working with internal and external partners as needed.
- Identify and evaluate new growth levers — from subscriptions and loyalty programs to value-added services and emerging digital commerce models.
- Plan and oversee A/B and multivariate testing programmes, using results to improve conversion rates, product discoverability, and checkout flow.
- Ensure product accuracy and content quality across the site at all times, briefing and collaborating with the relevant teams to deliver timely updates.
- Partner with Customer Care and Operations to deliver a seamless post-purchase experience, ensuring policies (e.g., delivery, returns, subscriptions) are clear, customer-friendly, and aligned with brand standards.
Commercial Excellence:
- Own the DTC P&L, taking accountability for commercial performance across revenue, conversion, margin, AOV, retention, and CLTV
- Lead sales forecasting and target-setting for the DTC channel, ensuring alignment with campaign plans, seasonal trends, and trading opportunities.
- Own the DTC promotional planning calendar, aligning to the overall marketing plans and seasonal activity
- Ensure relevant, timely reporting to key stakeholders on DTC performance with clear updates, risks and opportunities. Collaborate with analytics stakeholders to build dashboards and performance reports, using data from Shopify, Google Analytics 4 (GA4), and internal tools.
- Translate insights into actions and prioritisation, informing site improvements, promotional planning, customer journey refinements, and media briefing.
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Qualifications
What We’re Looking For
- 7+ years’ experience in e-commerce, digital marketing, or DTC roles — ideally within FMCG, consumer electronics, or fast-paced DTC environments.
- Hands-on experience with Shopify, Google Analytics (GA4), Tag Manager, and working knowledge of CRM platforms like Klaviyo.
- Strong track record of developing digital channel strategies, driving customer acquisition and retention, and delivering against commercial KPIs.
- Highly analytical, with the ability to interpret data and translate it into actionable strategies.
- Excellent cross-functional collaboration skills, with experience working closely with marketing, sales, operations, and customer care.
- A customer-first thinker who can balance user experience with commercial performance.
- Strong project management and prioritisation skills — comfortable owning a roadmap while managing multiple stakeholders.
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