LATAM Direct Marketing Activation Lead

Direct Marketing Regional Lead

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 Direct Marketing Regional Lead is responsible for defining, leading, and scaling the regional Direct Marketing capability to drive measurable business impact through CRM, Loyalty, and first-party data activation across all LATAM markets and brands.

This role owns the regional strategy, operating model, governance, and performance outcomes for Direct Marketing, ensuring alignment with global frameworks while enabling scalable, compliant, and data-driven consumer engagement strategies. The role acts as a strategic connector across Marketing, Data, Technology, Legal, and Content teams, translating business priorities into effective and sustainable Direct Marketing execution.

Leadership & Capability Ownership

• Lead and develop a regional, multidisciplinary Direct Marketing team across strategy, activation, loyalty, QA, and data.
• Define and evolve roles, governance models, ways of working, documentation, and onboarding frameworks for in-house delivery.
• Own the regional capability maturity roadmap, aligned with global standards and LATAM business needs.
• Act as the regional escalation point for prioritization, delivery risks, and capability decisions.

Strategy, Orchestration & Activation

• Define and drive the regional CRM and Loyalty activation roadmap across own media channels.
• Translate brand and business priorities into scalable consumer journey strategies (acquisition, conversion, enrichment, retention, loyalty).
• Ensure consistent orchestration and logic across email, loyalty, and data platforms, enabling reuse and scalability.
• Lead campaign intake, prioritization, and resource planning across markets and brands.

Data, Measurement & Optimization

• Co-lead first-party data activation use cases with CDP and Analytics teams.
• Define and evolve regional CRM and Loyalty KPI frameworks aligned with business objectives.
• Drive testing and optimization methodologies (A/B testing, holdouts, incrementality).
• Ensure insights are embedded into strategic planning and continuous campaign improvement.

Governance, Risk & Business Impact

• Establish and maintain regional governance standards across platforms and markets.
• Ensure compliance with privacy regulations (GDPR, CCPA, and local LATAM regulations).
• Oversee QA processes, consent management, data accuracy, and campaign readiness.
• Demonstrate the value of the in-house Direct Marketing model through efficiency gains and cost avoidance.

Qualifications

Qualifications:

• 6+ years of experience in CRM, Direct Marketing, Loyalty, or Consumer Engagement in a regional or global environment.
• Proven experience leading in-house CRM capability development and transformation.
• Experience operating across multiple markets and brands, managing complex stakeholder environments.
• Strong functional knowledge of Salesforce Marketing Cloud (Journey Builder, Automation Studio, Data Extensions).
• Solid understanding of consumer journey design, personalization, and lifecycle marketing.
• Experience defining governance, QA, and compliance frameworks for CRM and Direct Marketing.
• Fluent English required

Competencies required:

• Strategic leadership with the ability to define vision and drive execution at scale.
• Strong stakeholder management across Marketing, Data, Technology, Legal, and Content teams.
• Analytical mindset with the ability to translate data into business insights and decisions.
• Clear communication, prioritization, and decision-making skills in a matrixed environment.