About PepsiCo

PepsiCo is one of the world's leading food and beverage companies, with an iconic portfolio that includes Lay’s, Doritos, Cheetos, Sensations, and innovative occasion-based packaging. Operating in over 200 countries, PepsiCo employs more than 300,000 people passionate about creating smiles with every sip and bite. In the Netherlands, PepsiCo drives growth through strategic brand activations, leveraging local insights to connect with consumers during key cultural moments. As a Senior Brand Manager for Seasonal & Event Activation in Utrecht, you'll play a pivotal role in shaping the future of our savoury sharing portfolio, delivering net revenue growth, increased penetration, and share of market (SOM) in a dynamic FMCG environment.

Role Overview

The Senior Brand Manager for Seasonal & Event Activation leads the Netherlands growth plans outlined in the Cell x Cell Design Solution for multi-brand seasonal and event activations across Lay’s, Doritos, Cheetos, Sensations, and occasion-based packaging over a 3+ year horizon. Reporting to the Marketing Director for Lay’s & Seasonal Events – BNL, this role demands strategic vision, cross-functional leadership, and flawless execution. You'll identify growth opportunities in key seasonal moments like Carnaval, Kingsdag, Summer, Halloween, Sinterklaas, and Christmas, while exploring new avenues such as Football in 2026. Collaborate with 'Power of One' and E2E Commercial teams, insights, sales, creative agencies, supply chain, and NRM to maximize portfolio performance using optimal A&M resources.

Key Responsibilities

Strategic Leadership

Lead the sharing strategy across savoury core brands and OBP packaging to drive growth during key events. Partner with the Lay’s Director and OBP Marketing Manager to set a robust 3+ year strategy, defining each brand's role in recruiting new consumers and building penetration.

Plan Development & Execution

Develop and deliver a compelling in-year calendar plan encompassing renovation, innovation, and activation. Coach multi-brand, shopper, and sales teams to execute plans that achieve commercial targets for Seasonal & Event Activation.

Creative & Innovation Excellence

Elevate creative standards through deep collaboration with internal teams and external agencies. Partner with breakthrough innovation and R&D to build a strong pipeline, tailoring global, sector, and UK assets for the Dutch market.

Performance & Team Management

Serve as the portfolio performance expert, intervening swiftly when needed. Build and lead a high-performing team, supporting one direct report's development from 2025. Engage sales teams via conferences and brand-sell sessions.

Cross-Functional Partnership

Work with insights for consumer-centric portfolio decisions, sales for in-store plans, agencies for media campaigns, supply for service optimization, and NRM for effectiveness.

Qualifications & Requirements

To succeed, candidates need a University Degree and minimum 7-8 years in shopper/marketing/commercial roles within FMCG. Be independent, result-oriented, analytical, and ambitious with solid category management knowledge. Demonstrate deep understanding of the Dutch customer, category, and shopper landscape. Excel in communication, influencing in matrix organizations, and digital environments. Consumer-centric thinking, functional shopper marketing/brand building skills, and strong commercial acumen are essential. Fluency in English is required; Dutch is preferred.

Benefits & Perks

PepsiCo offers a premium compensation package estimated at €65,000 - €95,000 annually, reflecting senior-level benchmarks in the Netherlands food & beverage sector with a buffer for performance upside. Enjoy comprehensive health insurance, pension contributions, and wellness programs. Benefit from flexible hybrid working in Utrecht, generous vacation, and employee discounts on PepsiCo products. Access world-class training via PepsiCo University and global mobility opportunities.

Career Growth

This role positions you for advancement to Marketing Director or regional leadership. PepsiCo invests in talent through mentorship, leadership programs, and exposure to international projects. With one direct report, you'll hone management skills while gaining visibility across Benelux and Europe. High performers fast-track to VP-level roles, leveraging PepsiCo's €90B+ global scale.

Why Join Us

Join PepsiCo in Utrecht to lead iconic brands during Netherlands' biggest moments, blending creativity, analytics, and commercial impact. Work in a collaborative, innovative culture where your strategies directly boost market leadership. PepsiCo's commitment to sustainability, diversity, and consumer joy makes it the employer of choice for ambitious FMCG professionals.

Role FAQs

What experience is required?

7-8+ years in FMCG shopper/marketing/commercial roles, with category management expertise.

Is Dutch language mandatory?

English fluency is required; Dutch is preferred for local stakeholder engagement.

What is the team structure?

You'll manage one direct report from 2025, collaborating with cross-functional teams.

How does this role drive growth?

Through seasonal strategies increasing penetration, NRG, and SOM for sharing portfolio.

What's the work location?

Based in Utrecht, Netherlands, with hybrid flexibility.