Overview

As the CRM Consumer Journey Lead, you will own the design, implementation, optimization, and measurement of consumer journeys across PepsiCo''s consumer engagement platforms (e.g., JOY and other engagement portals). You will work across Salesforce Marketing Cloud, CDP, CRM, web analytics, and experimentation to deliver personalized consumer experiences that improve acquisition, engagement, retention, and conversion.

This role combines CRM strategy with hands-on execution and will partner closely with Product, Data Science, Analytics, CDP, and market teams.

Responsibilities

1.

Consumer Journey Strategy

Execution

- Design and implement lifecycle journeys across Salesforce Marketing Cloud.

- Build onboarding, activation, engagement, retention and win-back journeys.

- Develop trigger-based and behavior-based communications.

- Optimize journey logic based on consumer behavior.

- Manage multi-channel orchestration (Email, Push, SMS, WhatsApp where applicable) its insights.

2.

Salesforce Marketing

Cloud

- Execute and monitor email campaigns.

- Manage audience entry criteria and journey governance.

- Monitor Journey Performance Analytics.

- CDP Audience Management

- Work with CDP teams to define consumer segments.

- Translate business requirements into audience definitions.

- Validate CDP segmentation before deployment.

- Support first-party data activation.





- Understand consumer identities and profile unification.

4.

Experimentation

Optimization

- Design and execute A/B and multivariate tests.

- Measure lift and incrementality.

- Optimize journeys based on behavioral insights.

- Recommend personalization improvements.

5.

Reporting Journey

Insights

- Monitor journey KPIs.

- Build journey performance dashboards.

- Analyze conversion funnels.

- Identify journey drop-offs.

- Present recommendations to business stakeholders.

6.

Consumer

Experience

Partner with Product and UX teams to improve:

- Registration

- Onboarding

- Campaign participation

- Repeat engagement

- Consumer retention

Qualifications

Experience : MBA candidates preferred

9 years in:

- CRM

- Lifecycle Marketing

- Salesforce Marketing Cloud

- Consumer Engagement

- Personalization

- Marketing Automation

Role: Advertising Management,

Industry Type: Beverage,

Department: Marketing & Communication,

Employment Type: Full Time, Permanent

Role Category: Advertising & Creative

Education

UG: Any Graduate

PG: Any Postgraduate read more

Key Skills

Skills highlighted with ‘‘ are preferred keyskills

Automation

Business RequirementsCampaignCloudConsumer BehaviorCrmCrm StrategyData ScienceDeploymentMarketingMarketing AutomationMarketing CloudOnboardingOrchestrationSalesforceSegmentationUxWeb Analytics

📌 CRM & Consumer Journey Lead (DTC) (Hyderabad)
🏢 PepsiCo
📍 Hyderabad