About PepsiCo

PepsiCo is one of the world's leading food and beverage companies, with a portfolio that includes iconic brands like Pepsi, Gatorade, Lay's, and SodaStream. Operating in over 200 countries, PepsiCo employs more than 300,000 people dedicated to delivering innovative products that bring joy to consumers while advancing sustainability goals. SodaStream, a proud PepsiCo brand, empowers people to drink better by transforming sparkling water at home, reducing plastic waste and redefining the beverage category. With annual revenues exceeding $90 billion, PepsiCo invests heavily in brand innovation, marketing excellence, and global expansion.

Role Overview

The SodaStream Global Brand Identity Marketing Manager role in Kefar Sava, Israel, is a pivotal position at the heart of PepsiCo's global marketing efforts. This strategic leader will shape, evolve, and protect SodaStream's global brand identity, ensuring it resonates across every consumer touchpoint. From brand positioning and messaging to visual assets and AI-driven innovation, you'll steward a purpose-driven brand that's unmistakable worldwide. Partnering with markets, categories, and creative teams, you'll enable local relevance at scale while upholding global consistency. This is an opportunity to build a future-ready brand system for a category disruptor under PepsiCo's powerhouse umbrella.

Strategic Impact

In this influential role, you'll own how SodaStream shows up globally, aligning brand strategy with business priorities and the 'Drink Better' mission. Expect to inspire creativity, influence stakeholders, and drive execution that powers growth in the competitive food and beverage sector.

Key Responsibilities

Take charge of SodaStream's brand destiny with these core duties:

• Lead and evolve an integrated global brand identity strategy, ensuring consistent execution across all touchpoints.
• Curate and safeguard brand positioning, character, tone of voice, and personality for seamless application worldwide.
• Own the global messaging architecture, from purpose and taglines to product claims, in partnership with categories and legal teams.
• Manage the visual identity system, global brand book, and distinctive assets via collaboration with PepsiCo Design Center and Global Design Council.
• Build a cross-functional brand community, acting as consultant to enable local adaptations while enforcing standards.
• Ground brand choices in consumer insights, cultural trends, and category dynamics.
• Champion Marketing AI to revolutionize ways of working for faster, smarter brand creation.

Qualifications & Requirements

To excel, bring these credentials:

• 5–8+ years in brand strategy or identity, ideally with rebranding in FMCG/consumer brands.
• Proven global/regional experience balancing consistency and localization.
• Expertise across touchpoints like packaging, digital, social, and e-commerce.
• Track record leading teams and influencing stakeholders.
• Strategic mindset with hands-on execution skills.
• Fluent English with exceptional presentation and storytelling abilities.
• Bachelor’s in Brand Management, Marketing, or related; Master’s preferred.

Benefits & Perks

PepsiCo offers a premium compensation package tailored for top talent:

• Competitive salary estimated at $65,000–$95,000 USD annually, based on Food & Beverage sector rates in Israel with buffer.
• Performance-based bonuses and equity opportunities.
• Comprehensive health insurance, wellness programs, and family benefits.
• Generous PTO, hybrid work flexibility, and sabbatical options.
• Access to PepsiCo University for ongoing learning and certifications.
• Relocation support for international hires and employee discounts on products.

Career Growth

At PepsiCo, career progression is a reality. This role positions you for advancement into senior global marketing leadership, such as Director of Brand Strategy or VP-level positions. With SodaStream's rapid growth post-PepsiCo acquisition, you'll gain exposure to multi-billion-dollar portfolios. Mentorship from industry veterans, cross-functional projects, and international rotations accelerate your path to C-suite influence in brand management.

Development Opportunities

Participate in leadership programs, AI marketing workshops, and global councils. PepsiCo's commitment to diversity and inclusion fosters inclusive growth for all.

Why Join Us

Join SodaStream at PepsiCo to make a tangible impact on sustainability and consumer habits. Work in Kefar Sava's vibrant innovation hub, surrounded by Mediterranean culture and cutting-edge facilities. Be part of a company that's not just selling beverages but changing the world—one sparkling water at a time. With PepsiCo's resources, your ideas will scale globally, offering unparalleled professional fulfillment and purpose.

Role FAQs

Q: Is this role remote? Primarily on-site in Kefar Sava with hybrid flexibility.
Q: What salary can I expect? Estimated $65K–$95K USD/year, negotiable based on experience.
Q: Do I need Hebrew? English is primary; Hebrew is a plus.
Q: What's the team structure? Cross-functional with global markets, design, and categories.
Q: How does AI fit in? You'll pioneer AI tools for brand efficiency.
Q: Visa support available? Yes, for qualified international candidates.