Brand Marketing & Activation Analyst

Personalisation @ Scale Lead

Working with inspiring and experienced colleagues, you'll find that the atmosphere in our city-centre office in Kraków is informal and engaging. With drive and ingenuity, our teams deliver vital services to PepsiCo employees around the world. With an active, get-things-done culture, this is a place where your dynamism and agility will make a difference.

Personalisation @ Scale Lead will play a critical role in defining data capability evolution and leveraging technology to enhance marketing strategies, drive P@S agenda, and optimize marketing campaigns. This role combines marketing expertise with technical skills to ensure the effective use of various marketing technologies.

Responsibilities

A. Strategy Translation & P@S Capability Orchestration

• Orchestrate and tailor P@S capabilities to fit specific campaigns in each market, including targeting capabilities and personalized creative.
• Partner with the Sector team to execute the audience strategy aligned with local TCP to deliver P@S.
• Define what's needed to make the product deployment-ready and continuously improve it using learnings from live deployments.

B. Platform Setup Enablement & Deployment Readiness incl. Creative Preso

• Act as a knowledge hub for P@S campaign setup across media platforms, including standards, best practices, checklists, and trainings.
• Define and standardise the approach for media A/B testing to support personalised creative optimisation (where applicable).
• Deliver to the Media & Buying team ready-to-deploy P@S capabilities, including platform setup guidance, configuration requirements, naming/tagging conventions, and key dependencies; and, where needed, co-develop setup guidelines to maximise quality and scale while minimising cost.
• Maintain and manage vendor contacts, seeking and enabling personalised connections where relevant.

C. Governance, Measurement & ROI Compliance

• Ensure P@S campaigns have BLS implemented and are ROI-compliant (measurement readiness, tracking accuracy, minimum standards).
• Ensure measurement-ready campaign setup, including required configurations for initiatives such as Nielsen A/B tests, when applicable.
• Coordinate with local markets to ensure Purchase Orders for P@S capabilities are raised in line with the agreed terms and process with the parent owner.

D. Best in class execution: Monitoring, Data Collection, Cross-Market Learning

• Monitor and track P@S campaigns during delivery (performance signals, key alerts, corrective actions).
• Deliver actionable learnings & BIC execution, P@S post-buy outputs: results readout, KPI delivery assessment, key insights, recommendations.
• Collect P@S data to feed KPI trackers and scorecards (consistent definitions, timeliness, data quality).
• Share learnings and consolidations across markets to accelerate adoption and improve outcomes (what worked/what didn't, reusable recommendations).

E. 1PD (First-Party Data) Usage

• Enable and standardise the use of 1PD in campaigns, including segment activation/onboarding (where applicable), refresh governance, and translation into addressable targeting across platforms, ensuring usage is compliant with applicable policies and processes.

Qualifications

Experience

• 5–8 years of experience in P@S, Digital Marketing, Brand Communications, Brand Management or Media Planning.
• Experience in a Digital FMCG / Retail environment with a strong understanding of omnichannel marketing processes.
• Proven experience in B2C communication practices within FMCG / Retail.
• Product / service ownership experience, with a demonstrated track record of delivering successful solutions.

Technical Skills

• Hands on experience in leveraging analytics and transactional data to drive digital marketing effectiveness.
• Strong knowledge of marketing automation and ad tech ecosystems, including DCO and media platforms (e.g. Meta, TikTok, DV360).
• Asset Management expertise, with proven best practice application.
• Ability to understand customer data and user journeys and translate insights into actionable marketing solutions.
• Fluent English.

Soft skills

• Excellent communication, presentation and organisational skills, with the ability to manage and influence internal and external stakeholders at all levels.
• Ability to work effectively with both technical and non technical teams, ensuring clarity of requirements and expectations.
• Proactive, solution oriented mindset, with the ability to think laterally and solve complex or non standard problems.
• Adaptable and flexible, comfortable working with new business models and strategies in an ambitious, innovative environment.
• Collaborative and straightforward, fostering effective cross functional cooperation.

To support informed and transparent discussions, candidates who progress to the interview stage will be provided with information on the initial remuneration level for the role. Any questions and further details about the process will be discussed during the interview.