Commercial Senior Manager - Customer Discount Agreement, CDA

Overview

The CDA Senior Manager is responsible for leading the optimization, governance, deployment, and performance management of PepsiCo’s Customer Discount Agreement (CDA) framework across Europe and EMEA. The role acts as the central owner of the regional CDA agenda, ensuring that customer investments, trade terms, and commercial spend are managed with maximum transparency, consistency, compliance, and return on investment. The position combines strategic program leadership, commercial governance, financial performance management, and cross-functional capability building to improve the effectiveness and defensibility of trade spend across markets and channels. The role requires close collaboration with Sales, Finance, RGM, Supply Chain, IT, Commercial Operations, and market leadership teams to embed harmonized ways of working and enable scalable commercial excellence.

The CDA Senior Manager also owns the accountability to support development of a standardized Western European (WE) pricing model to reduce complexity and support long term strategy.

Main Objective

Drive profitable growth and maximize return on commercial investments by optimizing PepsiCo’s European CDA framework through governance, harmonization, transparency, analytics, and capability development.

Purpose of the Role

The purpose of the role is to:

• Establish a best-in-class CDA governance model across Europe and EMEA.
• Drive project to develop Pricing model across the Operating Unit.
• Improve pay-for-performance discipline across all customer investments.
• Enable data-driven CDA spend allocation decisions.
• Increase trade spend transparency and accountability.
• Harmonize CDA processes, reporting, and controls across countries.
• Support markets in embedding scalable and compliant CDA ways of working.
• Quantify and track the financial impact of CDA initiatives and optimization measures.
• Drive long-term commercial capability and process maturity across the organization.

Responsibilities

1. CDA Framework Optimization

• Lead the continuous optimization of the European CDA framework to improve:
  • Spend effectiveness.
  • ROI.
  • Transparency.
  • Compliance.
  • Commercial defensibility.
• Simplify and standardize CDA processes across markets.
• Identify process gaps, inefficiencies, and control weaknesses.
• Define best-practice trade term structures and governance principles.
• Ensure alignment between commercial strategy and customer investment architecture.

2. CDA Framework Roll-Out & Transformation

• Lead and coordinate CDA framework deployment projects across Europe and EMEA.
• Support markets with:
  • Process implementation.
  • Change management.
  • Training.
  • Governance adoption.
  • System integration.
• Partner with market teams to ensure local applicability while maintaining regional standards.
• Drive cross-functional alignment across commercial and operational teams.

3. European CDA Governance

• Establish and lead a harmonized European CDA governance model.
• Define:
  • Roles & responsibilities.
  • Approval processes.
  • Escalation paths.
  • KPI frameworks.
  • Compliance standards.
• Drive governance routines including:
  • Quarterly business reviews.
  • Spend reviews.
  • Investment tracking.
• Ensure customer investments comply with internal policies and financial controls.

4. Pay-for-Performance & Spend Effectiveness

• Drive a pay-for-performance mindset across customer investments.
• Analyze CDA spending effectiveness by:
  • Customer.
  • Sub-Channel.
  • Spend Bucket.
  • Go-to-market.
• Identify:
  • High-return investment areas.
  • Inefficient spend.
  • Leakage.
  • Non-value-accretive trade terms.
• Recommend optimized spend allocation strategies to maximize ROI and profitable growth.

5. Trade Spend Transparency & Reporting

• Build harmonized reporting standards across Europe and EMEA.
• Establish end-to-end trade spend visibility across:
  • Markets.
  • Customers.
  • Channels.
  • Investment types.
• Develop dashboards and analytics enabling:
  • Performance management.
  • Negotiation preparation.
  • Investment prioritization.
  • Governance compliance.
• Partner with Finance and IT teams to improve reporting automation and data quality.

6. Benefit Tracking & Financial Impact Measurement

• Build a structured benefit tracking framework for CDA initiatives.
• Measure financial impact of:
  • Trade term changes.
  • Governance improvements.
  • Process harmonization.
  • Spend optimization initiatives.
• Track:
  • Gross profit impact.
  • ROI improvement.
  • Margin improvement.
  • Efficiency gains.
• Ensure financial benefits are measurable, auditable, and linked to business performance outcomes.

7. Cross-Functional Leadership & Capability Building

• Act as a strategic partner to:
  • Sales.
  • RGM.
  • Finance.
  • Commercial leadership.
  • GCC/ICC teams.
• Build organizational CDA and trade spend management capabilities.
• Support development of:
  • Playbooks.
  • Training materials.
  • Governance routines.
  • Best practices.
• Foster a culture of continuous improvement and accountability across markets.

8.   Pricing framework

• Co-Develop Pricing framework to support:
  • Optimised pricing across countries.
  • Reduction in business and system complexity.
  • Price defensibility.
  • Optimised trade terms structure.
• Build and govern execution plan.

Qualifications

• Revenue Growth Mgmt: Strong understanding of trade spend, pricing, and customer investment optimization.
• Commercial Acumen: Deep understanding of retail, customer negotiations, and route-to-market dynamics.
• Analytical Skills: Ability to translate data into commercial recommendations.
• Governance & Controls: Experience building scalable governance frameworks.
• Change Management: Ability to drive adoption across multiple countries and functions.
• Stakeholder Management: Influencing senior cross-functional stakeholders in matrix organizations.
• Project Leadership: Leading complex regional transformation initiatives.
• Strategic Commercial Acumen - ability to optimize trade spend, profitability, and customer investment effectiveness.
• Stakeholder Influencing - ability to align and influence senior cross-functional stakeholders in a matrix organization.
• Governance & Process Leadership - capability to establish scalable governance, controls, KPIs, and accountability.
• Analytical Problem Solving - ability to translate complex data into actionable commercial recommendations.
• Change & Transformation Management - ability to drive harmonization, adoption, and capability building across markets.