At a Glance
- Tasks: Lead demand acceleration and build a top-notch ecosystem for SodaStream's growth.
- Company: Join a dynamic team at SodaStream, part of the PepsiCo family.
- Benefits: Competitive salary, career development, and a chance to shape the future of sustainable consumption.
- Other info: Be part of a collaborative regional leadership team with exciting growth opportunities.
- Why this job: Make a real impact on growth while driving innovation in the beverage industry.
- 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.
- 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.
Head of Demand Acceleration employer: Pepsico
SodaStream is an exceptional employer that fosters a dynamic and innovative work culture, particularly for the Head of Demand Acceleration role based in Northern Europe. Employees benefit from a collaborative environment that encourages personal and professional growth, with opportunities to shape new commercial capabilities while leveraging PepsiCo's extensive resources. The company prioritises sustainability and consumer engagement, making it an ideal place for those looking to make a meaningful impact in the FMCG sector.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Demand Acceleration
✨Tip Number 1
Network like a pro! Reach out to industry contacts on LinkedIn or attend local events. We all know that sometimes it’s not just what you know, but who you know that can help you land that dream role.
✨Tip Number 2
Prepare for interviews by researching the company and its culture. We should be ready to discuss how our skills align with their goals, especially in demand acceleration and category leadership. Show them you’re the perfect fit!
✨Tip Number 3
Practice makes perfect! Conduct mock interviews with friends or mentors. We can nail down our responses to common questions and get comfortable discussing our experience in FMCG and trade marketing.
✨Tip Number 4
Don’t forget to follow up after interviews! A quick thank-you email can go a long way. We want to remind them of our enthusiasm for the role and reinforce why we’d be a great addition to their team.
We think you need these skills to ace Head of Demand Acceleration
Some tips for your application 🫡
Tailor Your Application:Make sure to customise your CV and cover letter to reflect the specific skills and experiences that align with the Head of Demand Acceleration role. Highlight your leadership in commercial excellence and demand acceleration, as these are key for us at SodaStream.
Showcase Your Achievements:Don’t just list your responsibilities; share your successes! Use metrics and examples to demonstrate how you've driven revenue growth or improved execution in previous roles. We love seeing tangible results!
Be Authentic:Let your personality shine through in your application. We’re looking for someone with a builder mindset who is purpose-driven. Share your passion for sustainable growth and how you align with our values at SodaStream.
Apply Through Our Website:We encourage you to apply directly through our website. It’s the best way for us to receive your application and ensures you’re considered for this exciting opportunity. Don’t miss out!
How to prepare for a job interview at Pepsico
✨Know Your Demand Acceleration Strategy
Before the interview, make sure you have a solid understanding of demand acceleration strategies. Be ready to discuss how you would define and lead such a strategy for SodaStream, particularly across Machines, Flavors, and Gas Refill categories.
✨Showcase Your Commercial Acumen
Prepare examples that demonstrate your expertise in pricing, promotions, and customer development. Highlight any past experiences where you've successfully driven revenue growth or improved shopper conversion rates.
✨Emphasise Cross-Functional Leadership
This role requires collaboration with various teams. Be prepared to share instances where you've partnered with sales, marketing, or supply chain teams to achieve common goals. Show how you can build foundational processes and inspire teams through ambiguity.
✨Understand Perfect Store Execution
Familiarise yourself with the concept of Perfect Store standards. Be ready to discuss how you would ensure flawless execution across visibility, education, and merchandising, and how you would track performance to close execution gaps.
