DTC CRM & Loyalty Manager DACH

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 CRM / Loyalty Manager DACH, you will be responsible for maximizing customer lifetime value, retention, and engagement across the DTC business in Germany, Austria, and Switzerland. You will own the CRM and loyalty strategy across the post-purchase customer journey, with a strong focus on driving repeat purchases, reducing churn, and creating sustainable, profitable customer value.

As the functional owner for customer retention, you will translate commercial priorities into effective lifecycle strategies, customer journeys, loyalty initiatives, and CRM programs across relevant DTC touchpoints and services. You will ensure that existing customers are continuously engaged, retained, and effectively monetized throughout their lifecycle.

The role works cross-functionally with the DTC Team, Ecom, Marketing, Customer Service, and external partners. Together, you will align CRM and loyalty initiatives with commercial objectives, website readiness, customer experience, traffic acquisition, and data-driven measurement.

While the role does not own paid acquisition or traffic generation, you will provide the relevant audience, lifecycle, content, journey, and measurement input to ensure that newly acquired customers are successfully retained and develop into loyal, high-value customers over time.

Responsibilities

• Own the CRM and lifecycle strategy across DACH :Define and drive the CRM and lifecycle strategy for the DTC business across Germany, Austria, and Switzerland, covering email, loyalty, retention, and relevant customer touchpoints.
• Drive retention, repeat purchase, and loyalty performance: Develop and implement initiatives that increase customer retention, repeat purchase rates, and customer engagement, including subscription or service engagement where applicable.
• Own loyalty initiatives and customer value propositions: Develop, manage, and continuously optimize loyalty programs, engagement mechanics, and value propositions to strengthen customer relationships and maximize long-term customer lifetime value.
• Steer CRM execution through global tools and external partners: Translate lifecycle strategies and priorities into effective execution using global CRM platforms, agencies, and external partners, ensuring high-quality and timely delivery.
• Define CRM requirements across customer journeys and retention services: Act as the functional owner for CRM and loyalty requirements across relevant website journeys, customer services, and DTC change initiatives. Translate business needs into clear requirements and coordinate their delivery with the DTC Website Team.
• Monitor and optimize CRM performance: Track and analyze key lifecycle KPIs, including retention, churn, repeat purchase, and engagement. Identify opportunities for improvement and drive continuous optimization based on performance insights and customer behavior.
• Align CRM initiatives with DTC commercial priorities : Ensure CRM and lifecycle activities are closely aligned with commercial priorities, including promotions, product launches, and category initiatives.

Qualifications

• Bachelor’s degree required; Master’s degree preferred, ideally in Business Administration, Marketing, Digital Business / Digital Marketing, eCommerce, Economics, or a related field.
• 3–5 years of professional experience in CRM, lifecycle marketing, loyalty, retention, or related DTC / eCommerce roles.
• Solid experience in eCommerce and digital business environments; previous DTC experience is a strong advantage.
• Strong hands-on experience with CRM platforms, lifecycle marketing, customer journeys, and retention mechanics.
• Proven track record of driving improvements in customer retention, repeat purchase, engagement, and customer lifetime value (CLTV).
• Experience working with global CRM tools, agencies, and external partners, ideally within an international organization.
• Strong analytical mindset with the ability to leverage customer, purchasing, behavioral, and commercial insights to inform decisions and optimize performance.
• Excellent collaboration skills and the ability to work effectively across interdisciplinary and cross-functional teams in a structured and results-oriented way.
• Strong communication and stakeholder management skills, with the ability to influence, align, and proactively engage stakeholders across different functions and levels.
• Proactive, hands-on, and solution-oriented approach, with a strong sense of ownership and ability to turn strategy into execution.
• Fluent in written and spoken German and English; French language skills are an advantage.
• Strong proficiency in Microsoft Excel and PowerPoint.

#SodaStream #LI-Hybrid