Direct-to-Consumer Lead Poland

Overview The D2C Manager will be responsible for developing, leading, and scaling Sodastream’s Poland Direct-to-Consumer business. This role owns the D2C commercial & promo strategy, revenue growth, profitability, customer acquisition, retention, and overall consumer experience across all direct channels. The position requires close collaboration with Marketing, Supply Chain, Consumer Care, Finance, IT, and HQ teams to deliver sustainable growth and maximize customer lifetime value. Responsibilities 1. D2C Strategy & Business Development Develop and execute the long-term Direct-to-Consumer growth strategy aligned with business objectives. Define the role of the D2C channel within the overall commercial ecosystem and ensure complementarity with retail partners. Identify new business opportunities, revenue streams, and consumer engagement initiatives. Build annual and quarterly D2C business plans, including revenue, profitability, customer acquisition, and retention targets. Drive innovation in subscription models, loyalty programs, and recurring revenue initiatives. Establish and monitor key business KPIs including Revenue, Gross Margin, CAC, LTV, AOV, Conversion Rate, Churn Rate, and Repeat Purchase Rate. 2. Commercial Ownership & P&L Management Own the D2C P&L and be accountable for revenue, profitability, and sustainable growth. Develop sales forecasts and demand plans in cooperation with Supply Chain and Finance teams. Monitor business performance and proactively identify growth opportunities and risks. Manage promotional strategy, pricing architecture, discount policies, and bundling initiatives. Evaluate profitability of campaigns, product launches, and promotional activities. Deliver recommendations to optimize commercial performance and maximize ROI. 3. E-commerce Platform Management Lead the development and optimization of the online store experience. Ensure best-in-class user experience across desktop and mobile platforms. Manage website content, product pages, landing pages, navigation, and checkout processes. Identify and implement improvements that increase conversion and reduce cart abandonment. Prioritize website enhancements and coordinate implementation with IT, developers, agencies, and HQ teams. Monitor platform performance, site speed, technical issues, and consumer feedback. 4. Performance Marketing & Customer Acquisition Partner with Media, Digital, and Content teams to build and execute acquisition strategies. Co-create annual and quarterly media plans supporting D2C objectives. Manage customer acquisition investments and performance budgets. Evaluate channel effectiveness across Paid Search, Social Media, Affiliates, & Display. Optimize media investments based on ROAS, CAC, and revenue contribution. Continuously improve the acquisition funnel from traffic generation to purchase conversion. 5. CRM, Loyalty & Consumer Retention Own the D2C consumer database strategy and first-party data development. Lead CRM initiatives including email marketing, marketing automation, SMS communications, and personalized consumer journeys. Develop segmentation strategies to improve engagement and retention. Design and manage loyalty and subscription programs. Build retention initiatives aimed at increasing repeat purchases and customer lifetime value. Collaborate with Brand Teams and HQ on CRM content planning and campaign execution. 6. Merchandising & Product Offer Management Develop exclusive D2C propositions and consumer-centric offers. Create and optimize product bundles, promotional packs, and limited-edition launches. Identify opportunities for cross-selling and upselling across the product portfolio. Ensure product content is optimized for conversion, SEO, and consumer education. Coordinate product launches and promotional activities within the D2C channel. Work closely with Brand Managers to maintain content quality and consistency. 7. Consumer Experience & Customer Journey Optimization Analyze the end-to-end consumer journey and identify opportunities for improvement. Implement initiatives that enhance customer satisfaction and increase loyalty. Partner with Consumer Care teams to address customer feedback and service issues. Monitor customer reviews, complaints, and satisfaction metrics. Improve onboarding, repurchase, and subscription experiences. Ensure consistent brand experience across all D2C touchpoints. 8. Data Analytics & Business Insights Build regular reporting dashboards and performance reviews. Analyze sales, traffic, conversion, retention, and profitability metrics. Translate data into actionable business recommendations. Conduct A/B testing and conversion optimization initiatives. 9. Supply Chain & Operational Excellence Collaborate with Supply Chain teams to ensure product availability and inventory optimization. Ensure operational processes support business growth and customer satisfaction. Work with HQ to launch new delivery services. Qualifications Professional Experience 5+ years of experience in E-commerce, Direct-to-Consumer, Digital Marketing, Commercial, or Online Sales roles. Proven track record of delivering revenue growth and profitability in an e-commerce or D2C environment. Experience managing online stores and e-commerce platforms (Shopify, Magento, Salesforce Commerce Cloud, SAP Commerce, or similar). Experience owning commercial KPIs and managing business performance. Hands-on experience with CRM, marketing automation, loyalty programs, and consumer retention initiatives. Experience working with performance marketing channels including Paid Search, Social Media, Display, Affiliates, and Influencer Marketing. Experience collaborating with cross-functional teams across Marketing, Supply Chain, Finance, IT, and Customer Service. FMCG, consumer goods, subscription business, or consumer electronics experience is preferred. Technical & Analytical Skills Strong understanding of e-commerce economics and digital business models. Ability to analyze and interpret commercial and consumer data to drive business decisions. Experience working with Google Analytics (GA4), Google Tag Manager, Looker Studio, Power BI, Tableau, or similar reporting tools. Knowledge of conversion rate optimization (CRO) methodologies and A/B testing. Understanding of customer lifecycle management and CRM best practices. Strong proficiency in Microsoft Excel and business reporting. Experience managing budgets and evaluating ROI, ROAS, CAC, and LTV metrics. Leadership & Business Competencies Strong commercial mindset with ownership mentality and accountability for results. Strategic thinker with the ability to translate business objectives into actionable growth plans. Excellent project management and organizational skills. Ability to prioritize effectively in a fast-paced and dynamic environment. Strong stakeholder management skills with the ability to influence across functions and seniority levels. Experience leading agencies, external partners, and cross-functional project teams. Comfortable making decisions based on data while balancing consumer and business needs. Language Requirements Fluent English (written and spoken) is required. Additional Central European language(s) are considered a strong advantage Compensation and Benefits: • The expected starting compensation range for this position is 231,000 PLN annually (gross). • Location, confirmed job-related skills, experience, and education will be considered in setting actual starting salary. Your recruiter can share more about the specific salary range during the hiring process. • This role is eligible for an annual bonus of 15% of annual salary, based on performance and eligibility. • In addition to salary, PepsiCo offers a comprehensive benefits package to support our employees and their families, subject to elections and eligibility.