DTC & Ecommerce Analyst

Overview

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.

You will be part of PepsiCo’s Western Europe Operating Unit, which encompasses multiple regions across our Market Units: Benelux, France, Iberia (Spain & Portugal), and GRoW (Germany and the Rest of Western Europe: Austria, Italy, Nordics Food, Switzerland).

As DTC & eCommerce Analyst DACH, you will play a key role in driving business performance through data-driven insights and analysis, with a primary focus on DTC performance and a secondary focus on eCommerce channels. You will be responsible for translating data into actionable recommendations that support commercial growth, enhance customer value, improve profitability and enable informed decision-making across the DACH region.

You will work closely with the DTC and Ecom Teams to identify growth opportunities, optimize channel investments and improve forecasting accuracy. By delivering timely, accurate and business-relevant analyses, you will help stakeholders better understand performance drivers, identify areas for improvement and translate insights into concrete actions that drive sustainable business growth.

Responsibilities

• Own and drive DTC reporting and analytics across the DACH region, ensuring stakeholders have clear visibility into business performance and key growth drivers.
• Analyze customer acquisition, customer lifetime value, retention and profitability to identify opportunities to strengthen customer relationships and maximize long-term value.
• Develop, maintain and continuously enhance dashboards, KPI frameworks and reporting tools to improve transparency, efficiency and data-driven decision-making.
• Support forecasting, planning and business reviews through data modeling, performance analysis and scenario planning.
• Monitor customer, channel and campaign performance to proactively identify business risks, emerging trends and growth opportunities.
• Ensure high data quality, robust governance and consistent reporting standards across systems and data sources.
• Measure and evaluate the effectiveness of growth initiatives, CRM programs, promotional activities and customer activations, translating results into actionable recommendations.
• Deliver clear, data-driven recommendations to support strategic planning and day-to-day operational decision-making across the DTC & eCommerce organization.
• Act as the primary analytics partner for the DTC & eCommerce team, collaborating with key stakeholders to translate business needs into meaningful analyses and measurable business impact.

Qualifications

Education

• Bachelor's degree in Business Administration, Economics, Data Analytics, Finance, Marketing or a related field.
• Advanced training in analytics, statistics or quantitative methods is a plus.

Professional Experience

• 3–4+ years of relevant professional experience in analytics, eCommerce, DTC, commercial finance, marketing analytics or business intelligence.
• Experience working with large datasets, recurring performance reporting and ad hoc analyses to support business decisions.
• Experience in eCommerce and/or digital business environments; hands-on DTC experience is a strong advantage.
• Experience supporting forecasting, planning processes and commercial performance reviews through data analysis and modeling.
• Practical experience in customer and marketing analytics, including the evaluation of customer behavior and campaign effectiveness.

Technical Skills

• Advanced Excel skills with the ability to analyze complex datasets and build robust analytical models.
• Experience with Power BI, Tableau, Looker Studio or similar business intelligence and data visualization tools.
• Familiarity with Google Analytics 4, Shopify Analytics or comparable analytics platforms.
• Strong capabilities in data visualization, dashboard development and performance reporting.

Key Competencies

• Strong analytical thinking and a solid commercial mindset, with the ability to connect data insights to business performance.
• Ability to translate complex data into clear, actionable findings and recommendations for both strategic and operational decision-making.
• Excellent communication skills, with the ability to present analytical insights clearly and concisely to stakeholders across different functions.
• Highly structured, reliable and detail-oriented approach to work, ensuring accuracy and consistency in reporting and analysis.
• Proactive, hands-on mindset with a strong sense of ownership and a continuous improvement approach.
• Ability to influence stakeholders and drive data-informed decisions without direct authority.
• Strong problem-solving and critical-thinking skills, with the ability to identify root causes and develop practical solutions.
• Fluency in both written and spoken English and German.

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