Soda Stream: Ecom Growth & Activation Lead DACH (m/w/d)
PepsiCo · Frankfurt am Main
Overview
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.
You will be part of PepsiCo’s Western Europe Operating Unit, which encompasses multiple regions across our Market Units: Benelux, France, Iberia (Spain & Portugal), and GRoW (Germany and the Rest of Western Europe: Austria, Italy, Nordics Food, Switzerland).
As Ecom Growth & Activation Lead DACH, you will lead the Performance Marketing team across Ecom and DTC, driving sustainable and profitable growth across Germany, Austria, and Switzerland. You will shape the growth strategy across relevant performance marketing channels and ensure that commercial priorities are translated into impactful activation plans and measurable business results.
In this role, you will lead, develop, and empower a team of Performance Marketing specialists, setting clear priorities and creating an environment focused on performance, innovation, and continuous improvement. You will ensure that paid growth activities across DTC, eCommerce, and marketplaces are strategically aligned, effectively executed, and continuously optimized.
As a key link to the broader Marketing organization, you will ensure strong alignment between brand, campaign, content, and performance activities. You will work closely with Marketing to translate overarching communication and campaign strategies into effective performance activations, ensuring a consistent and connected full-funnel experience from awareness and consideration through to conversion and retention. Working closely with DTC, Ecom, Marketing, CRM, Analytics, and other cross-functional teams, you will connect commercial strategy, full-funnel communication, and performance marketing execution.
Responsibilities
- Lead growth and activation across Ecom and DTC
Own the overall effectiveness of growth initiatives across DTC, eCommerce, and marketplaces. Set clear priorities, focus areas, and success criteria to maximize commercial impact and ensure resources are focused on the highest-value opportunities.
- Lead and develop the Growth & Activation team
Lead, coach, and develop the DTC Growth Manager and Amazon Ads Manager, ensuring clear ownership, strong collaboration, role clarity, and high performance standards across the team.
- Define and prioritize the eCommerce activation roadmap
Own the activation roadmap and prioritize initiatives based on expected business impact, effort, platform readiness, and available resources. Ensure that the team remains focused on the initiatives with the highest growth potential.
- Drive portfolio-level performance and optimization
Steer the continuous optimization of paid performance and SEO activities across DTC and eCommerce. Use performance data and insights to identify growth opportunities, challenge channel and campaign performance, and drive corrective actions. Continuously optimize budget allocation, efficiency, and return on investment.
- Connect paid and organic growth levers
Ensure that paid performance and organic growth initiatives work together as an integrated growth strategy. Identify opportunities across channel mix, targeting, content, search visibility, and investment levels, and translate insights into clear, data-driven recommendations to maximize incremental growth and marketing efficiency.
- Ensure full-funnel alignment with Marketing
Act as a key link between Performance Marketing and the broader Marketing organization. Partner closely with Marketing, Media Planning, and relevant channel teams to ensure that brand, campaign, content, and performance activities are aligned and create a consistent full-funnel customer journey from awareness through conversion.
- Drive cross-functional execution readiness
Work closely with the DTC Lead DACH, Ecom Accounts Lead DACH, Marketing, Media Planning, Analytics, and global teams to ensure growth initiatives are aligned, actionable, and ready for effective execution at speed.
- Ensure alignment with global frameworks and best practices
Ensure that growth activation follows global tools, measurement standards, processes, and best practices while translating them effectively to DACH market needs and commercial priorities.
Qualifications
- Bachelor’s degree required; Master’s degree preferred, ideally in Business Administration, Marketing, Digital Business / Digital Marketing, eCommerce, Economics, or a related field.
- 5–7 years of professional experience in eCommerce, digital growth, performance marketing, activation, or related roles.
- Proven track record of driving growth across multiple digital channels, translating commercial priorities into effective activation strategies and measurable business results.
- Strong expertise in performance marketing, digital growth mechanics, customer acquisition and media effectiveness.
- Experience working in matrix organizations and collaborating effectively across Marketing, Ecom, Analytics and global teams.
- Demonstrated ability to set priorities and scale high-impact initiatives across markets and channels.
- Proven people leadership and team development experience, with the ability to inspire, coach, and develop high-performing specialists.
- Strong strategic and analytical mindset, with the ability to use performance data, customer insights, and commercial KPIs to identify opportunities and make informed decisions.
- Excellent communication, influencing, and stakeholder management skills, with the ability to align and influence both local and global stakeholders.
- Strong collaborative and hands-on approach, with the ability to move effectively between strategic thinking and operational execution.
- Fluent in written and spoken German and English.
#SodaStream
- Lead growth and activation across Ecom and DTC
Own the overall effectiveness of growth initiatives across DTC, eCommerce, and marketplaces. Set clear priorities, focus areas, and success criteria to maximize commercial impact and ensure resources are focused on the highest-value opportunities.
- Lead and develop the Growth & Activation team
Lead, coach, and develop the DTC Growth Manager and Amazon Ads Manager, ensuring clear ownership, strong collaboration, role clarity, and high performance standards across the team.
- Define and prioritize the eCommerce activation roadmap
Own the activation roadmap and prioritize initiatives based on expected business impact, effort, platform readiness, and available resources. Ensure that the team remains focused on the initiatives with the highest growth potential.
- Drive portfolio-level performance and optimization
Steer the continuous optimization of paid performance and SEO activities across DTC and eCommerce. Use performance data and insights to identify growth opportunities, challenge channel and campaign performance, and drive corrective actions. Continuously optimize budget allocation, efficiency, and return on investment.
- Connect paid and organic growth levers
Ensure that paid performance and organic growth initiatives work together as an integrated growth strategy. Identify opportunities across channel mix, targeting, content, search visibility, and investment levels, and translate insights into clear, data-driven recommendations to maximize incremental growth and marketing efficiency.
- Ensure full-funnel alignment with Marketing
Act as a key link between Performance Marketing and the broader Marketing organization. Partner closely with Marketing, Media Planning, and relevant channel teams to ensure that brand, campaign, content, and performance activities are aligned and create a consistent full-funnel customer journey from awareness through conversion.
- Drive cross-functional execution readiness
Work closely with the DTC Lead DACH, Ecom Accounts Lead DACH, Marketing, Media Planning, Analytics, and global teams to ensure growth initiatives are aligned, actionable, and ready for effective execution at speed.
- Ensure alignment with global frameworks and best practices
Ensure that growth activation follows global tools, measurement standards, processes, and best practices while translating them effectively to DACH market needs and commercial priorities.
- Bachelor’s degree required; Master’s degree preferred, ideally in Business Administration, Marketing, Digital Business / Digital Marketing, eCommerce, Economics, or a related field.
- 5–7 years of professional experience in eCommerce, digital growth, performance marketing, activation, or related roles.
- Proven track record of driving growth across multiple digital channels, translating commercial priorities into effective activation strategies and measurable business results.
- Strong expertise in performance marketing, digital growth mechanics, customer acquisition and media effectiveness.
- Experience working in matrix organizations and collaborating effectively across Marketing, Ecom, Analytics and global teams.
- Demonstrated ability to set priorities and scale high-impact initiatives across markets and channels.
- Proven people leadership and team development experience, with the ability to inspire, coach, and develop high-performing specialists.
- Strong strategic and analytical mindset, with the ability to use performance data, customer insights, and commercial KPIs to identify opportunities and make informed decisions.
- Excellent communication, influencing, and stakeholder management skills, with the ability to align and influence both local and global stakeholders.
- Strong collaborative and hands-on approach, with the ability to move effectively between strategic thinking and operational execution.
- Fluent in written and spoken German and English.
#SodaStream