Shopper Marketing Lead Benelux

At PepsiCo, we’re more than just iconic brands — we’re a team of 2,000+ passionate people across 11 countries, working together to deliver great-tasting products that consumers enjoy every day. With over 70 years in the region, we operate from 7 key locations — including 4 headquarters and 4 production sites — and offer a portfolio of 16 brands, from global icons like Pepsi and Lay’s to local favorites like Duyvis and Schwip Schwap. We’re committed to sustainability, innovation, and community impact. If you’re looking to grow your career with purpose, we’d love to hear from you.

The Shopper Marketing Lead has end‑to‑end responsibility for shaping and leading the shopper marketing and omnichannel activation agenda across the Benelux Food portfolio (salty snacks, grains and nuts). This senior role sits at the intersection of brand, commercial, and customer strategy, and is accountable for defining how brands are brought to life for shoppers across the entire path to purchase — from awareness and consideration through to conversion at shelf and online.

Working in close partnership with a broad set of cross‑functional stakeholders (Marketing, Sales, Category, Media, Field Sales and Global teams), the role translates brand strategies into impactful omnichannel activation programs that drive both shopper engagement and tangible business results. A key focus is ensuring a coherent, high‑quality execution across all shopper touchpoints, while also allowing for retailer‑specific customization through the development of customer overlays in close collaboration with the Sales organization.

The Shopper Marketing Lead owns the Benelux Shopper Marketing budget and is accountable for making investment trade‑offs through a strong ROI lens. This includes setting clear priorities across brands, channels, and customers, ensuring that A&M spend is optimized to balance long‑term brand building with short‑term commercial effectiveness, and continuously improving decision‑making through performance tracking and learnings.

People leadership is a key pillar of the role. The Senior Shopper Marketing Manager provides direct leadership to a team of 6 FTE across Benelux and holds leadership responsibility for 5 FTE within the Global Commercial Capability Center. This includes driving capability development, establishing clear ways of working, and ensuring strong alignment between local execution and global support to scale impact efficiently.

At a senior stakeholder level, the role builds and maintains strategic, trusted partnerships with key customers, acting as a thought partner on shopper activation and ensuring the delivery of joint value‑creating programs. In parallel, the role works closely with Marketing leads, Sales leads, Field Sales Manager, Media leads, Category leads and global and sector shopper marketing leads in each market to steer governance, align priorities, and maximize the overall impact of shopper marketing activities, fully aligned with Benelux Food brand ambitions and annual plan commitments.

• Own the development and execution of fully integrated shopper marketing and omnichannel activation campaigns, including retailer‑specific customer overlays, aligned with brand, channel, and customer strategies
• Maximize shopper engagement and conversion to purchase throughout the Shopper Marketing funnel through compelling and differentiated shopper experiences at the point of purchase, across physical and digital touchpoints.
• Develop and own Shopper Marketing campaign strategies, toolkits, and assets, ensuring scalability, consistency, and executional excellence.
• Build and continuously strengthen shopper marketing capability within the organization and shopper marketing team, leveraging best practices, TCP, and performance learnings to increase ROI transparency.
• Ensure strong synchronization across countries, brands, and customers, aligned with marketing and customer calendars.
• Lead the team to deliver shopper materials on time and within budget, fully enabling strong sales execution.
• Develop digital shopper marketing expertise and drive programs that step‑change digital and omnichannel activation with key customers.
• Manage full shopper marketing budget for Benelux, optimizing A&M and POS spend based on effectiveness and ROI.
• Act as a central connector across Marketing, Sales, Field Sales, DX, Insights and media, ensuring the right information is shared at the right time to enable decision‑making and execution.
• Partner with the European Shopper Marketing global and sector leads to elevate local capabilities and adopt best practices
• Build and maintain strategic partnerships with Retail Media partners across Benelux, co‑developing activation opportunities and embedding retail media solutions into the broader omnichannel shopper marketing agenda

• Academic Degree, at least 10yrs experience, preferably experience in FMCG and/or Marketing/Trade Marketing
• Strong understanding of brand marketing and retail media dynamics
• Experience in agency management
• Experience in budget management
• Strong capability to manage within a complex matrix organization
• Ability to translate insights into shopper marketing solutions
• Strong leadership skills and ability to set execution standards for the team to deliver on
• Deep understanding of FMCG and the market landscape
• Languages: Dutch, French and English (proficiency in at least 2, good knowledge of the last one)