Data Marketing Manager (Miguel Hidalgo)

Overview

CAREERS TO SMILE ABOUT

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.

Responsibilities

The Data Marketing Associate Manager is a member of the Media team responsible for leading the Consumer Data Strategy within PepsiCo Mexico. This role involves leading three dimensions:

• Data & analytics Strategy : lead and deploy the long‑term plan to acquire, clean, enrich, segment, and activate data for brand initiatives to tackle main business indicators (Brand KPIs: Affinity, Salience, Relevance; Business KPIs: SOM, Penetration, Sales).
• Data Marketing Capabilities : lead the implementation of new and existing data technologies to strengthen company capabilities by building an interconnected ecosystem that helps grow the business while delivering value to consumers through 1st, 2nd, and 3rd party data (CDP, Data Lake, SFMC, Media).
• Data governance & business outcomes : lead cross‑functional data teams to deliver a strategic consumer data plan integrating shopper, media, consumer insights, IT analytics, and global frameworks, focusing on delivering marketing consumer and business value (efficiencies, traffic to store, revenue, incremental impacts, personalization).

The Impact

Data Marketing accountability:

1. Lead to deliver and deploy consumer data & analytics strategy across company platforms.
2. Ensure each pillar of the data & analytics strategy has a clear roadmap and an implementation path.
3. Align the data & analytics strategy with local, regional, and global teams (integral platforms, CDP, SFMC) ensuring the best negotiations.
4. Lead to deliver the acquisition, cleansing, enrichment, retention, segmentation and activation plan across platforms and brands.
5. Work with main executive stakeholders and external partners to deliver value to consumers and the business through data (shopper, media, analytics, data governance, insights, etc.).
6. Manage and inspire data & analytics team to fulfill their goals and lead others in executing plans.
7. Ensure all platforms and systems are interconnected and well set in terms of data for getting relevant business information.

Main KPIs:

• PD acquisition
• Data enrichment (demographics, psychographics, behavioral) for personalization
• Value capture (efficiencies, ROI, traffic to store conversion, revenue, incremental impacts)

Qualifications

WHO ARE WE LOOKING FOR?

Professional

• At least 4 years of experience in the technology industry, massive consumer goods, or related sectors.
• Bachelor’s or higher degree in Information Technology, Marketing, Business, Economics, or related discipline.
• Previous experience or education working with data & analytics strategy in digital products/marketing or consumer‑centric projects.
• Strong analytical and insights‑generation skills to bring cross‑industry best practices into the business.
• Strategic mindset and results‑oriented attitude.
• Strong project management, presentation, and communication skills.

Leadership

• Strong interpersonal skills and ability to influence cross‑functional teams.
• Negotiation and leadership capabilities across the organization, regardless of seniority level.
• Excellent written and verbal communication skills in English and Spanish.

What can you expect from us

• Opportunities to learn and develop every day through a wide range of programs.
• Internal digital platforms that promote self‑learning.
• Development programs focused on leadership skills.
• Specialized training tailored to the role.
• Learning experiences with internal and external providers.
• Recognition programs for seniority, behavior, leadership, and life moments.
• Financial wellness programs to help you reach your goals in all life stages.
• A flexibility program that allows you to balance your personal and work life, adapting your working day to your lifestyle.
• Benefits for family members, such as wellness line, discounts, scholarship programs for children, and aid plans for different life moments.

We are an equal opportunity employer and value diversity at our company.