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 **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 integral 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).
- 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.

📌 Latam Direct Marketing Activation Lead (Xico)
🏢 PEPSICO
📍 Xico