Shopper Marketing

Overview:
For 2025 and onwards, PepsiCo has the ambition to make a step-up in shopfloor execution, driving the in-store conversion rate of our brands and further strengthening brand equity. The Benelux shopper marketing team is key player in translating and executing PepsiCo’s strategic initiatives towards the shopfloor across different channels, contributing to driving incremental growth for our business. We are therefore expanding our shopper marketing team, adding 1 FTE with a Benelux scope, based in the Netherlands.

The shopper marketing & Traditional Trade (TT) channel activation manager ensures best in-class shopper programs across the Duyvis, Cheetos, Flamin’ hot & Lay’s snacks brand campaigns. Next to that, he/she builds strong plans to drive PepsiCo brand presence in the TT channel focusing on both temporary and fixed displays, whilst also taking the lead in building strong retail media plans within Superunie accounts (focus PLUS). He/she will work closely with multiple internal and external cross-functional stakeholders, such as brand management, the Demand acceleration (DX) organization, sales teams, field sales force and external shopper agencies.

**Responsibilities**:
Shopper marketing
- Leads the Duyvis, Cheetos, Lay’s extruded & Flamin’ hot shopper calendar consisting out of concept creation & POS development.
- Together with creative support from our Krakau capability center, executes both field sales program as well as retailer tools for Duyvis, Cheetos, Lay’s extruded & Flamin’ hot.
- Work with locally relevant agencies and functions (commercialization / legal / regulatory / demand planning/ Business Analytics/ perfect store/ finance / sales / marketing agencies) to ensure clear sign off.
- Responsible for managing full Duyvis, Cheetos, Lay’s extruded & Flamin’ hot shopper budgets.
- Owner of fixed selling budget & catalogue across channels including cross-country & procurement process alignment to ensure maximum productivity.

Retail media & Channel activation
- Inputs on retail media briefs & tool execution for Duyvis, Cheetos, Lay’s extruded & Flamin’ hot campaigns.
- Builds channel activation calendar for TT focusing on strong cooperation with marketing, commercial teams & field sales team.
- Ensures strong retail media plan for PLUS and amplification of key campaigns within Superunie.

Qualifications:

- Academic Degree, at least 3-4yrs experience, preferably experience in FMCG and or Sales/Marketing/Trade Marketing
- Understanding of brand marketing dynamics
- Experience in agency management
- Experience in budget management
- Ability to translate insights into shopper marketing solutions
- Deep understanding of FMCG and the market landscape
- Languages : Dutch and English
- Pro-active
- Result driven and pragmatic and ability to drive efficiencies
- Eye for detail
- Team Player inside and outside marketing. Ability to take others with you
- Advanced in customer knowledge and (shopper) marketing skills
- Creative agency briefing skills
- High level of project management skills