Overview The main objective of this role is to lead Merchandising SMEs across multiple BUs (based in Hyderabad Cairo) to deliver qualiy content that maximizes the presence of PEP items on eComm customers sites and work with stakheolders across BUs and other GCCs to ensure timely delivery of ecommerce content (retail media banners, digital banners, etc.). These deliverables ensure high organic ranking for Pepsico products across retailer websites the success of performance marketing campaigns across customers like search rank, CTR, CVR, etc. Hence, its success is critical to the eComm org achieving its sales and share growth targets. The purpose of this role is to be a team lead who will also ensure delivery timelines, manage bandwidth, measure performance of content, conduct A/B multivariate tests to improve shopper experience, feed insights to the search team to better our marketing performance. This role s scope encompasses all PEP brands products, across all customers and markets. will work with other global capability centres (CCC, MCC, etc) on a regular basis
Responsibilities - Merchandising and Product Presentation:
- Curate and manage product assortment to optimize search ranking, customer experience, accuracy ultimately sales.
- Implement merchandising strategies to enhance product visibility and customer engagement on ecommerce retailer websites across North America, Europe AMESA
- Ensure accurate and compelling product categorization, filtering, and sorting.
- User Experience Enhancement:
- Continuously improve the online shopping experience through clear product presentation, meeting retailer guidelines specifications and improving content scores
- Monitor user feedback and analytics to identify opportunities for improvement and innovation.
- Cross-functional Collaboration:
- Work closely with marketing teams (BU GCC) to align content with promotional campaigns and seasonal initiatives.
- Collaborate with product core brand teams to launch new products effectively and highlight key features.
- Partner with sales teams to develop strategies that drive engagement, conversion and repeat purchase.
- Performance Analysis and Optimization:
- Analyse key performance metrics (conversion rates, CTR for paid campaigns, time spent, etc.) to optimize content and merchandising strategies.
- Conduct A/B testing and usability studies to drive continuous improvement.
- Stay updated on industry trends and best practices to maintain a competitive edge.
- Stakeholder Relationships Team management
- Build relationships with the wider Pepsico ecommerce marketing teams to identify new business requirements, outline TL agenda educate about new merchandising strategies, methods of measurement enhancing shopper experience.
- Work closely with leads from other GCC s towers to connect the dots between campaign content, product content promotional campaigns to drive online conversions.
- Lead and coach a team of 6-7 to perform to the best of their abilities and develop a culture of curiosity, open communication, strong work ethic a continuous learning mindset.
Qualifications - Digital Marketing expertise minimum of 8-10 years of experience developing and executing digital merchandising or marketing/media programs, including the development of copy, video, rich media, etc.
- eCommerce and performance marketing mindset understanding of how to leverage SEO and merchandising tactics to find and engage shoppers and drive conversion
- Understanding of data and demonstrated ability to deliver improvement of digital KPIs via a strong analytical mindset
- Good to have - Prior experience in executing end to end digital campaigns including development of marketing content, paid media across Google, Meta, Amazon, etc. business development for digital marketing solutions
- Excellent communication skills and prior experience working in a global organization and with stakeholders across timezones
- Ability to understand key performance metrics and appropriately summarize gaps in performance and suggest appropriate actions
- Experience in conducting or orchestrating usability UX research tests to identify gaps and tie it back to business impact
- Excellent relationship skills to collaborate with senior leaders across different GCCs BUs to solve business problems
- Personal passion and unquestioned belief in the core need to transform PepsiCo s strategy and presence in this growing channel to ensure that we take the appropriate risks and decisions to make significant progress.
