At a Glance
- Tasks: Lead demand acceleration and build a top-notch ecosystem for SodaStream's growth.
- Company: Join SodaStream, a dynamic brand under PepsiCo, focused on sustainability and innovation.
- Benefits: Competitive salary, career development opportunities, and a chance to shape the future of beverage consumption.
- Other info: Be part of a collaborative team with a builder mindset and a focus on consumer-centric outcomes.
- Why this job: Make a real impact in a fast-paced environment while driving sustainable growth.
- Qualifications: Proven leadership in commercial excellence and strong FMCG experience required.
The predicted salary is between 80000 - 100000 £ per year.
The Head of Demand Acceleration & Perfect Store Excellence is accountable for accelerating sustainable, profitable growth for SodaStream by building and leading a best-in-class demand ecosystem across Machines, Flavors, and Gas Refill categories. This role integrates Perfect Store execution, DX-enabled customer engagement, demand acceleration, and detailed commercial decision making to win at every point of purchase — physical retail, ecommerce, and with good exposure to D2C. The role is a builder role, reporting to the GM for N. Europe and part of the regional leadership team, shaping new commercial capabilities tailored to SodaStream’s unique model, while embedding PepsiCo standards, rigor, and scalability.
Scope & Impact
- Northern Europe (UK, BNLX, NORDICS), multimarket, multichannel.
- End to end ownership of Demand Acceleration, Perfect Store, Trade Marketing, Category Leadership and NRM delivery.
- System penetration/ household acquisition, consumables repeat, and ecosystem value growth.
- Visibility and material impact on Net Revenue Growth, Margin Quality, and Shopper Conversion.
Responsibilities
Key Accountabilities
- Demand Acceleration & Revenue Growth
- Define and lead the Demand Acceleration strategy across Systems, Flavors, and Gas Refills.
- Drive shopper strategy for household acquisition, penetration, repeat purchase, and lifetime value (LTV).
- Optimize price, promotional depth, and activation cadence by category and channel.
- Translate consumer, shopper, and usage insights into scalable growth initiatives.
- Drive ecosystem thinking vs. Single SKU execution to maximize long-term value.
- Perfect Store (PS) & Execution Excellence
- Own and deploy Perfect Store standards: High involvement Systems purchase, Education led selling.
- Ensure flawless design, production and execution across visibility, education, merchandising etc.
- Establish tracking, scorecards, and performance routines to close execution gaps.
- Category Leadership & Trade Marketing
- Own Category Leadership for SodaStream across retail and digital environments.
- Lead Trade Marketing strategy covering: Launches & innovation, Seasonal activation (e.g. summer carbonation moments) and bespoke retailer plans.
- Customer & Channel Development
- Elevate strategic customer partnerships through insight-led Joint Business Plans (JBPs) focused on shared value creation.
- Lead channel specific strategies across Modern Trade, Ecommerce, and Emerging Channels.
- Cross-Functional Leadership & Capability Building
- Partner closely with Sales, Marketing, Digital, Supply Chain, and Finance.
- Build foundational processes, governance, and ways of working where they do not yet exist.
- Develop SodaStream specific commercial excellence capabilities while leveraging PepsiCo scale.
- Lead and inspire teams through ambiguity and growth.
Success Measures (KPIs)
- Growth & Value: Net Revenue Growth (NRG), Household Penetration & System Velocity, Consumables Repeat Rate / LTV.
- Gross Margin & Promotional ROI.
- Execution: Perfect Store Compliance (Physical & Digital), On shelf Availability (Systems & Refills), Digital Shelf Content & Conversion Scores.
- Commercial Effectiveness: JBP Value Delivery, Activation ROI & Incrementality, Speed to Market & Executional Consistency.
Qualifications
Critical Capabilities & Experience
- Proven leadership in Commercial Excellence, Demand Acceleration, Category Management, or Revenue Growth Management.
- Strong FMCG experience, ideally in beverages or PepsiCo like matrix environments.
- Deep expertise in Perfect Store, Trade Marketing, and Retail Execution.
- Strong commercial acumen in pricing, promotions, and customer development.
- Ability to influence senior stakeholders and lead through ambiguity.
Leadership Profile
- Builder mindset with strong execution bias.
- Detailed, consumer centric, and outcome focused.
- Comfortable balancing scale with local nuance.
- Purpose driven, aligned to SodaStream and pep+ ambitions.
Value Proposition
This role is critical to unlocking SodaStream’s next phase of growth: accelerating adoption, building repeat ecosystems, and embedding sustainable consumption at scale — while leveraging PepsiCo’s systems, capabilities, and commercial rigor.
Team to Build / Future Structure
- Team of 6 Head Count, Reporting to the GM for N. Europe, Member of Regional Leadership Team.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Demand Acceleration in City of London
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Pepsico and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Pepsico are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Pepsico on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Pepsico. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Head of Demand Acceleration in City of London
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Pepsico. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Pepsico:Show us that you’ve done your homework! In your application, briefly mention what you admire about Pepsico’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Pepsico
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Pepsico will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Pepsico, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
