CRM & Consumer Journey Lead (DTC)

PepsiCo · Hyderabad

  • Experience9–10 yrs
  • SalaryNot disclosed
  • Work modeonsite
  • Levelexecutive
  • Posted11 Sept 2026
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About PepsiCo

PepsiCo is hiring in Hyderabad in consumer goods. This role looks for around 9+ years of experience.

Skills

  • CRM lifecycle marketing
  • Salesforce Marketing Cloud
  • Consumer engagement
  • Personalization
  • Marketing automation
  • CDP
  • Audience segmentation
  • Marketing analytics
  • A/B testing
  • Multivariate testing
  • Email marketing
  • Push notifications
  • SMS marketing
  • WhatsApp marketing
  • Web analytics

The role

A CRM lifecycle marketing lead at a consumer goods company designs and optimizes personalized consumer journeys using Salesforce Marketing Cloud, CDP audience segmentation, and marketing automation. The role measures acquisition, engagement, retention, and conversion through experimentation and behavioral insights.

Full job description

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

Consumer Journey Strategy & ExecutionDesign 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. Salesforce Marketing CloudExecute and monitor email campaigns.Manage audience entry criteria and journey governance.Monitor Journey Performance Analytics. CDP & Audience ManagementWork 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. Experimentation & OptimizationDesign and execute A/B and multivariate tests.Measure lift and incrementality.Optimize journeys based on behavioral insights.Recommend personalization improvements. Reporting & Journey InsightsMonitor journey KPIs.Build journey performance dashboards.Analyze conversion funnels.Identify journey drop-offs.Present recommendations to business stakeholders. Consumer Experience

Partner with Product and UX teams to improve:

RegistrationOnboardingCampaign participationRepeat engagementConsumer retention

Qualifications

Experience : MBA candidates preferred

9+ years in:

CRM Lifecycle Marketing Salesforce Marketing Cloud Consumer Engagement Personalization Marketing Automation