At PepsiCo Northern Europe, we’re more than just iconic brands — we’re a team of 2,000+ passionate people across 11 countries, working together to deliver great-tasting products that consumers enjoy every day. With over 70 years in the region, we operate from 7 key locations — including 4 headquarters and 4 production sites — and offer a portfolio of 16 brands, from global icons like Pepsi and Lay’s to local favorites like Duyvis and Schwip Schwap. We’re committed to sustainability, innovation, and community impact. If you’re looking to grow your career with purpose, we’d love to hear from you.

L7 Lay’s & Doritos Shopper marketeer

About the Role The Shopper Marketing team at PepsiCo plays a vital role in realizing our ambition to be “always and everywhere”. We do this by driving in-store conversion, enhancing the shopper experience, and strengthening brand equity across our iconic Food portfolio. To further elevate our impact, we are looking for a Shopper Marketing Manager for Lay’s and Doritos who will lead best-in-class shopper programs across the Benelux.

In this role, you will take ownership of the complete shopper marketing cycle — from defining the shopper strategy to concept development and ensuring seamless omni-channel execution. You will translate brand and channel objectives into compelling shopper marketing campaigns that deliver incremental growth, drive visibility, and win at the point of purchase.

As the expert for Lay’s and Doritos within the BNL Shopper Marketing team, you will collaborate closely with a wide network of internal and external partners. This includes brand management, sales teams, global and sector stakeholders, demand acceleration, insights, and our creative and activation agencies.

priorities—making this position a key growth driver for PepsiCo in the region.

Key Responsibilities

• Define and implement insights driven shopper marketing strategies aligned with brand objectives and commercial priorities, ensuring consistency across Netherlands and Belgium while adapting to local market dynamics
• Lead the development and execution of the end-to-end omnichannel shopper marketing calendar for Lay's and Doritos across BNL, including strategy, concept development, POSM creation, and flawless implementation.
• Manage full shopper marketing budgets for Lay's and Doritos in BNL, ensuring optimal allocation, cost control, and ROI tracking
• Execute field sales programs and work closely with in-house shopper marketing support team in Poland, ensuring high-quality creative output and fostering collaboration to deliver best-in-class shopper programs.
• Collaborate with internal teams and external agencies to secure alignment and approvals, including Brand management, Commercialization, Legal, Regulatory, Demand Planning, Analytics, Perfect Store, and Sales, through regular meetings and checkpoints.
• Provide regular progress updates on strategically relevant projects through monthly check-ins with Marketing and MU Directors, as well as global and sector teams, ensuring transparency and alignment.

Experience Required

• Academic degree with at least 5–7 years of experience, preferably within FMCG and/or Sales, Marketing, or Trade Marketing.
• Strong understanding of brand marketing dynamics and ability to apply them in shopper marketing strategies.
• Proven experience in agency management, including briefing, coordination, and evaluation.
• Demonstrated experience in budget management, ensuring cost control and ROI optimization.
• Ability to translate insights into effective shopper marketing solutions that drive conversion and brand equity.
• Deep understanding of the FMCG market landscape, including shopper behavior and retail dynamics.
• Fluency in Dutch and English to operate effectively across BNL markets and within global teams.
• Proactive approach to identifying opportunities and driving initiatives forward.
• Result-driven and pragmatic, with a focus on simplification and growth.
• Strong team player, collaborating effectively inside and outside the marketing function.
• Ability to manage senior stakeholders in a complex matrix organization and influence others to gain alignment.
• High attention to detail and accuracy in execution.
• High level of project management skills, managing multiple priorities and deadlines effectively.

Why PepsiCo Netherlands?

PepsiCo Netherlands currently resides in 3 sites, including our headquarters in Utrecht and 2 production sites in Zaandam and Broek op Langedijk. We are in the Top 6 of food companies in The Netherlands. We pride ourselves on being a great place to work and were rewarded for the 10th time with the Top Employer certification The Netherlands

and Europe. Joining PepsiCo means joining a dedicated team where innovation and forward thinking are encouraged.