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    Job · 21689679

    HYDERABAD · FULLTIME

    CRM & Consumer Journey Lead (DTC)

    PepsiCo

    PepsiCo

    Hyderabad · onsite · Posted 1d ago

    Sourced fromNaukri
    Undisclosed9–14 yrsfulltimeHyderabad

    About a minute. You'll make an account on the way through.

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    Section · 01

    About this role

    Overview

    As the CRM Consumer Journey Lead, you will own the design, implementation, optimization, and measurement of consumer journeys across PepsiCo''s consumer engagement platforms (e.g., JOY and other engagement portals). You will work across Salesforce Marketing Cloud, CDP, CRM, web analytics, and experimentation to deliver personalized consumer experiences that improve acquisition, engagement, retention, and conversion.
    This role combines CRM strategy with hands-on execution and will partner closely with Product, Data Science, Analytics, CDP, and market teams.

    Responsibilities

    1. Consumer Journey Strategy Execution
    • Design and implement lifecycle journeys across Salesforce Marketing Cloud.
    • Build onboarding, activation, engagement, retention and win-back journeys.
    • Develop trigger-based and behavior-based communications.
    • Optimize journey logic based on consumer behavior.
    • Manage multi-channel orchestration (Email, Push, SMS, WhatsApp where applicable) its insights.
    2. Salesforce Marketing Cloud
    • Execute and monitor email campaigns.
    • Manage audience entry criteria and journey governance.
    • Monitor Journey Performance Analytics.
    3. CDP Audience Management
    • Work with CDP teams to define consumer segments.
    • Translate business requirements into audience definitions.
    • Validate CDP segmentation before deployment.
    • Support first-party data activation.
    • Understand consumer identities and profile unification.
    4. Experimentation Optimization
    • Design and execute A/B and multivariate tests.
    • Measure lift and incrementality.
    • Optimize journeys based on behavioral insights.
    • Recommend personalization improvements.
    5. Reporting Journey Insights
    • Monitor journey KPIs.
    • Build journey performance dashboards.
    • Analyze conversion funnels.
    • Identify journey drop-offs.
    • Present recommendations to business stakeholders.
    6. Consumer Experience
    Partner with Product and UX teams to improve:
    • Registration
    • Onboarding
    • Campaign participation
    • Repeat engagement
    • Consumer retention

    Qualifications

    Experience : MBA candidates preferred
    9+ years in:
    • CRM
    • Lifecycle Marketing
    • Salesforce Marketing Cloud
    • Consumer Engagement
    • Personalization
    • Marketing Automation

    Sourced from naukri

    Section · 02

    Skills

    uxAutomationcrmCampaignMarketing CloudCRM Strategyorchestrationweb analyticsconsumer behaviorBusiness RequirementssegmentationMarketing AutomationdeploymentcloudOnboardingsalesforcemarketingData Science

    Section · Company

    About PepsiCo

    PepsiCo

    PepsiCo

    Food Processing

    15.0k+

    employees

    1965

    61 years old

    Gurgaon / Gurugram, Haryana

    India

    About

    PepsiCo is a playground for curious people. We invite thinkers, doers, and changemakers to champion innovation, take calculated risks, and challenge the status quo.

    Industries

    Food ProcessingFMCGManufacturingRetailBeverage

    Employee ratings

    3,174 reviews

    4.0/ 5

    Culture

    4.0

    Career growth

    3.3

    Work-life

    4.0

    Employees rate it well for

    Work Culture272Work Life Balance263Salary242Senior Management188Learning167

    Find them on

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    CRM & Consumer Journey Lead (DTC) · waiting for your command