About PepsiCo

PepsiCo is one of the world's leading food and beverage companies, with an iconic portfolio that includes Lay's, Pepsi, Gatorade, and Quaker. Operating in over 200 countries, PepsiCo generates annual revenues exceeding $86 billion and employs more than 300,000 people globally. In the Benelux region, PepsiCo stands as a market leader, particularly with Lay's, the region's biggest FMCG brand. Our commitment to sustainable growth, innovation, and consumer-centric strategies drives us to deliver moments of joy through our products while fostering positive change in communities worldwide.

At PepsiCo, we prioritize a culture of inclusion, agility, and excellence. Our Benelux operations in Utrecht serve as a hub for marketing excellence, where teams collaborate to shape the future of snacking. Joining PepsiCo means becoming part of a powerhouse that invests heavily in talent development and cutting-edge marketing.

Role Overview

The Brand Manager Lay's Benelux role at PepsiCo in Utrecht, Netherlands, offers a dynamic opportunity to lead one of the most beloved snack brands in Europe. Lay's dominates the Benelux market as the top FMCG powerhouse, and you'll own the end-to-end marketing mix for the Netherlands and Belgium. Reporting to the Marketing Manager, you'll drive campaigns, innovations, and cultural activations that propel brand growth and keep Lay's ahead of competitors.

This full-time position demands a blend of strategic vision, cultural intuition, and executional prowess. You'll partner with Sales, Category, Trade Marketing, Finance, Supply Chain, and global teams to turn insights into impact. If you're passionate about consumer trends, data-driven storytelling, and making brands culturally relevant, this role at PepsiCo is your platform to shine.

Key Responsibilities

As Brand Manager Lay's Benelux, your impact starts from day one. Key responsibilities include:

• Leading and owning brand initiatives from strategy development to flawless execution, encompassing campaigns, innovations, packaging, digital strategies, and new growth channels.
• Translating complex data, consumer insights, and performance metrics into clear, actionable plans that accelerate brand growth and market share.
• Infusing culture into the brand by spotting emerging trends, creators, flavors, and opportunities to maintain Lay's relevance in a fast-evolving landscape.
• Bringing outside inspiration to spark innovative thinking, elevating both creative output and commercial performance.
• Overseeing agency partners to ensure timely and high-quality delivery of local activations and campaigns.
• Guiding performance against key KPIs, making agile course-corrections to optimize results.
• Collaborating with EU and Global teams on overarching strategy while leading end-to-end execution for NL and BE markets.
• Acting as a passionate Lay’s ambassador, aligning and inspiring cross-functional teams while sharing the brand story internally and externally.

Qualifications & Requirements

PepsiCo seeks candidates who embody passion, curiosity, and a results-oriented mindset. Essential qualifications include:

• A University Degree in Marketing, Business, or a related field.
• 3–4 years of hands-on marketing or commercial experience, ideally in FMCG or consumer-facing industries.
• Proven ability to transform data into smart, simple actions that drive business outcomes.
• A natural intuition for culture—deep understanding of what consumers love, share, follow, watch, and engage with.
• Exceptional communication and influencing skills to advocate for the brand and unite diverse teams.
• Proactive, entrepreneurial spirit energized by end-to-end project ownership.
• Strong commitment to execution excellence and meticulous attention to detail.
• Fluency in Dutch and English, with excellent written and verbal proficiency.

Experience in the food and beverage sector, particularly snacks, is highly advantageous. We're looking for self-starters ready to make an immediate impact on a global icon.

Benefits & Perks

PepsiCo offers a premium compensation package tailored to top talent in the Netherlands:

• Competitive salary estimated at €65,000–€95,000 annually, based on Food & Beverage sector benchmarks with a 5-10% upside buffer.
• Performance-based bonuses and incentives tied to brand growth KPIs.
• Comprehensive health insurance, including dental and vision coverage.
• Generous pension contributions and retirement savings plans.
• Flexible hybrid working model with modern offices in Utrecht.
• Extensive professional development programs, including leadership training and global rotations.
• Employee discounts on PepsiCo products and wellness perks like gym memberships.
• 27+ vacation days, parental leave, and family-friendly policies.

Career Growth

PepsiCo invests in your future with structured career paths. As Brand Manager, you'll gain exposure to multi-market strategies, positioning you for Senior Brand Manager or Regional Marketing Lead roles. Our alumni network spans C-suite executives worldwide. Access mentorship from global leaders, participate in PepsiCo University courses, and join innovation labs. High performers accelerate to international assignments, ensuring long-term growth in a €86B+ enterprise.

Why Join Us

Why choose PepsiCo's Brand Manager Lay's Benelux role? Lead a brand people love—Lay's isn't just chips; it's a cultural phenomenon. Work in Utrecht's vibrant hub, collaborate with top talent, and drive real business impact. PepsiCo's scale offers unmatched resources: global insights, cutting-edge tech, and a commitment to sustainability (e.g., PepsiCo Positive goals). Enjoy a premium culture of pep+ (Performance with Purpose), where your work shapes consumer habits and careers soar.

Role FAQs

What is the work environment like?

Dynamic and collaborative, with hybrid flexibility in our state-of-the-art Utrecht office. Expect cross-functional teamwork and agency interactions.

Is relocation support available?

Yes, for qualified international candidates, including visa assistance within EU guidelines.

What are the next career steps?

Progress to Senior Brand Manager, Marketing Director, or global roles based on performance.

Does this role involve travel?

Occasional travel to Belgium, EU hubs, and agency meetings; primarily Utrecht-based.

How does PepsiCo support work-life balance?

Through flexible hours, wellness programs, and generous leave policies tailored to Dutch standards.

Apply now to elevate Lay's and your career at PepsiCo!