About PepsiCo

PepsiCo Northern Europe stands as a powerhouse in the food and beverage industry, employing over 2,000 passionate professionals across 11 countries. With more than 70 years of presence in the region, PepsiCo operates from seven key locations, including four headquarters and four production sites. The portfolio boasts 16 iconic brands, from global favorites like Pepsi and Lay’s to beloved local gems such as Duyvis and Schwip Schwap. PepsiCo Netherlands, ranked in the Top 6 food companies in the country, is headquartered in Utrecht with additional production sites in Zaandam and Broek op Langedijk. The company is deeply committed to sustainability, innovation, and positive community impact, making it a leader in delivering great-tasting products that consumers enjoy daily.

Role Overview

The Shopper Marketing Manager for Lay’s and Doritos position at PepsiCo in Utrecht, Netherlands, is a pivotal role within the Benelux (BNL) team. This L7-level position focuses on elevating in-store conversion, enhancing shopper experiences, and strengthening brand equity for PepsiCo’s iconic food portfolio. Reporting to marketing leadership, you will own the complete shopper marketing cycle—from strategy definition and concept development to seamless omni-channel execution. As the go-to expert for Lay’s and Doritos, you will drive incremental growth, boost visibility at the point of purchase, and collaborate with a broad network of internal and external partners, including brand management, sales, global stakeholders, insights teams, and creative agencies.

Strategic Impact in Benelux

This role is designed to realize PepsiCo’s ambition of being 'always and everywhere' by translating brand and channel objectives into compelling campaigns tailored to Netherlands and Belgium markets. Expect to adapt strategies to local dynamics while maintaining consistency, making this a key growth driver for PepsiCo in the region.

Key Responsibilities

In this dynamic role, you will lead best-in-class shopper programs with a focus on results and execution excellence. Core duties include:

• Defining and implementing insights-driven shopper marketing strategies aligned with brand objectives and commercial priorities across BNL.
• Leading the end-to-end omnichannel shopper marketing calendar for Lay’s and Doritos, covering strategy, concept development, POSM creation, and flawless implementation.
• Managing full shopper marketing budgets for Lay’s and Doritos in BNL, with emphasis on optimal allocation, cost control, and ROI tracking.
• Executing field sales programs and partnering with the in-house shopper marketing support team in Poland for high-quality creative output.
• Collaborating with internal teams (Brand management, Commercialization, Legal, Regulatory, Demand Planning, Analytics, Perfect Store, Sales) and external agencies through regular meetings and checkpoints.
• Delivering monthly progress updates on strategic projects to Marketing and MU Directors, as well as global and sector teams.

Qualifications & Requirements

To succeed, candidates need a strong foundation in FMCG dynamics. Required qualifications include:

• Academic degree with 5–7 years of experience in FMCG, Sales, Marketing, or Trade Marketing.
• Strong understanding of brand marketing applied to shopper strategies.
• Proven agency management skills, including briefing, coordination, and evaluation.
• Demonstrated budget management expertise with ROI optimization.
• Ability to translate shopper insights into conversion-driving solutions.
• Deep knowledge of FMCG landscapes, shopper behavior, and retail dynamics.
• Fluency in Dutch and English for BNL and global operations.
• Proactive, result-driven mindset with pragmatic simplification and growth focus.
• Excellent team collaboration, senior stakeholder management in matrix organizations, attention to detail, and high-level project management skills.

Benefits & Perks

PepsiCo Netherlands offers an exceptional workplace, certified as a Top Employer for the 10th time in the Netherlands and Europe. Enjoy working from the modern Utrecht headquarters, part of three key sites fostering innovation. Benefits include a collaborative culture with forward-thinking teams, access to iconic brands, and resources for professional development. PepsiCo emphasizes work-life balance, sustainability initiatives, and community engagement, providing a platform for meaningful career impact.

Career Growth

At PepsiCo, career progression is fueled by purpose and opportunity. This Shopper Marketing Manager role positions you for advancement within a global matrix organization, with exposure to senior leaders, international teams, and high-impact projects. Develop expertise in omnichannel marketing, gain cross-functional leadership experience, and contribute to PepsiCo’s growth ambitions. Internal mobility across 11 countries and 16 brands offers endless potential for ambitious professionals.

Why Join Us

Joining PepsiCo means becoming part of a dedicated team where innovation thrives. As a Top 6 food company in the Netherlands, PepsiCo provides stability, prestige, and the chance to work on beloved brands like Lay’s and Doritos. Experience a premium work environment that rewards results, encourages collaboration, and aligns with your passion for growth and sustainability. Utrecht’s vibrant location adds to the appeal, blending professional excellence with quality of life.

Role FAQs

Q: What is the employment type? A: This is a full-time position based in Utrecht, Netherlands.

Q: What salary can I expect? A: Estimated range is €65,000–€95,000 yearly, based on FMCG sector rates in the Netherlands.

Q: Is travel required? A: Yes, collaboration across Benelux and with Poland/Europe teams may involve travel.

Q: What languages are needed? A: Fluency in Dutch and English is essential.

Q: How does this role support career growth? A: Through high-visibility projects, stakeholder exposure, and PepsiCo’s global network.

This SEO-optimized overview highlights why the Shopper Marketing Manager role at PepsiCo is a prime opportunity for FMCG experts seeking impact in Utrecht.