Overview
Role Purpose
The Head of Demand Acceleration & Perfect Store Excellence is accountable for accelerating sustainable, profitable growth for SodaStream by building and leading a best‑in‑class demand ecosystem across Machines, Flavors, and Gas Refill categories. This role integrates Perfect Store execution, DX‑enabled customer engagement, demand acceleration, and detailed commercial decision making to win at every point of purchase — physical retail, ecommerce, and with good exposure to D2C. The role is a builder role, reporting to the GM for N. Europe and part of the regional leadership team, shaping new commercial capabilities tailored to SodaStream’s unique model, while embedding PepsiCo standards, rigor, and scalability.
Scope & Impact
- Northern Europe (UK, BNLX, NORDICS), multimarket, multichannel.
- End to end ownership of Demand Acceleration, Perfect Store, Trade Marketing, Category Leadership and NRM delivery
- System penetration/ household acquisition, consumables repeat, and ecosystem value growth
- Visibility and material impact on Net Revenue Growth, Margin Quality, and Shopper Conversion
Responsibilities
Key Accountabilities
1. Demand Acceleration & Revenue Growth
- Define and lead the Demand Acceleration strategy across Systems, Flavors, and Gas Refills.
- Drive shopper strategy for household acquisition, penetration, repeat purchase, and lifetime value (LTV)
- Optimize price, promotional depth, and activation cadence by category and channel.
- Translate consumer, shopper, and usage insights into scalable growth initiatives.
- Drive ecosystem thinking vs. Single SKU execution to maximize long‑term value.
2. Perfect Store (PS) & Execution Excellence
- Own and deploy Perfect Store standards: High involvement Systems purchase, Education led selling
- Ensure flawless design, production and execution across visibility, education, merchandising etc.
- Establish tracking, scorecards, and performance routines to close execution gaps.
3. Category Leadership & Trade Marketing
- Own Category Leadership for SodaStream across retail and digital environments.
- Lead Trade Marketing strategy covering: Launches & innovation, Seasonal activation (e.g. summer carbonation moments) and bespoke retailer plans.
5. Customer & Channel Development
- Elevate strategic customer partnerships through insight‑led Joint Business Plans (JBPs) focused on shared value creation.
- Lead channel specific strategies across Modern Trade, Ecommerce, and Emerging Channels.
6. Cross‑Functional Leadership & Capability Building
- Partner closely with Sales, Marketing, Digital, Supply Chain, and Finance.
- Build foundational processes, governance, and ways of working where they do not yet exist.
- Develop SodaStream specific commercial excellence capabilities while leveraging PepsiCo scale.
- Lead and inspire teams through ambiguity and growth.
Success Measures (KPIs)
- Growth & Value: Net Revenue Growth (NRG), Household Penetration & System Velocity, Consumables Repeat Rate / LTV
- Gross Margin & Promotional ROI
- Execution: Perfect Store Compliance (Physical & Digital), On shelf Availability (Systems & Refills), Digital Shelf Content & Conversion Scores
- Commercial Effectiveness: JBP Value Delivery, Activation ROI & Incrementality, Speed to Market & Executional Consistency
Qualifications
Critical Capabilities & Experience
- Proven leadership in Commercial Excellence, Demand Acceleration, Category Management, or Revenue Growth Management.
- Strong FMCG experience, ideally in beverages or PepsiCo like matrix environments.
- Deep expertise in Perfect Store, Trade Marketing, and Retail Execution.
- Strong commercial acumen in pricing, promotions, and customer development.
- Ability to influence senior stakeholders and lead through ambiguity.
Leadership Profile
- Builder mindset with strong execution bias
- Detailed, consumer centric, and outcome focused
- Comfortable balancing scale with local nuance
- Purpose driven, aligned to SodaStream and pep+ ambitions
Value Proposition
This role is critical to unlocking SodaStream’s next phase of growth: accelerating adoption, building repeat ecosystems, and embedding sustainable consumption at scale — while leveraging PepsiCo’s systems, capabilities, and commercial rigor.
Team to Build / Future Structure
- Team of 6 Head Count, Reporting to the GM for N. Europe, Member of Regional Leadership Team
Overview
Role Purpose
The Head of Demand Acceleration & Perfect Store Excellence is accountable for accelerating sustainable, profitable growth for SodaStream by building and leading a best‑in‑class demand ecosystem across Machines, Flavors, and Gas Refill categories. This role integrates Perfect Store execution, DX‑enabled customer engagement, demand acceleration, and detailed commercial decision making to win at every point of purchase — physical retail, ecommerce, and with good exposure to D2C. The role is a builder role, reporting to the GM for N. Europe and part of the regional leadership team, shaping new commercial capabilities tailored to SodaStream’s unique model, while embedding PepsiCo standards, rigor, and scalability.
Scope & Impact
- Northern Europe (UK, BNLX, NORDICS), multimarket, multichannel.
- End to end ownership of Demand Acceleration, Perfect Store, Trade Marketing, Category Leadership and NRM delivery
- System penetration/ household acquisition, consumables repeat, and ecosystem value growth
- Visibility and material impact on Net Revenue Growth, Margin Quality, and Shopper Conversion
Responsibilities
Key Accountabilities
1. Demand Acceleration & Revenue Growth
- Define and lead the Demand Acceleration strategy across Systems, Flavors, and Gas Refills.
- Drive shopper strategy for household acquisition, penetration, repeat purchase, and lifetime value (LTV)
- Optimize price, promotional depth, and activation cadence by category and channel.
- Translate consumer, shopper, and usage insights into scalable growth initiatives.
- Drive ecosystem thinking vs. Single SKU execution to maximize long‑term value.
2. Perfect Store (PS) & Execution Excellence
- Own and deploy Perfect Store standards: High involvement Systems purchase, Education led selling
- Ensure flawless design, production and execution across visibility, education, merchandising etc.
- Establish tracking, scorecards, and performance routines to close execution gaps.
3. Category Leadership & Trade Marketing
- Own Category Leadership for SodaStream across retail and digital environments.
- Lead Trade Marketing strategy covering: Launches & innovation, Seasonal activation (e.g. summer carbonation moments) and bespoke retailer plans.
5. Customer & Channel Development
- Elevate strategic customer partnerships through insight‑led Joint Business Plans (JBPs) focused on shared value creation.
- Lead channel specific strategies across Modern Trade, Ecommerce, and Emerging Channels.
6. Cross‑Functional Leadership & Capability Building
- Partner closely with Sales, Marketing, Digital, Supply Chain, and Finance.
- Build foundational processes, governance, and ways of working where they do not yet exist.
- Develop SodaStream specific commercial excellence capabilities while leveraging PepsiCo scale.
- Lead and inspire teams through ambiguity and growth.
Success Measures (KPIs)
- Growth & Value: Net Revenue Growth (NRG), Household Penetration & System Velocity, Consumables Repeat Rate / LTV
- Gross Margin & Promotional ROI
- Execution: Perfect Store Compliance (Physical & Digital), On shelf Availability (Systems & Refills), Digital Shelf Content & Conversion Scores
- Commercial Effectiveness: JBP Value Delivery, Activation ROI & Incrementality, Speed to Market & Executional Consistency
Qualifications
Critical Capabilities & Experience
- Proven leadership in Commercial Excellence, Demand Acceleration, Category Management, or Revenue Growth Management.
- Strong FMCG experience, ideally in beverages or PepsiCo like matrix environments.
- Deep expertise in Perfect Store, Trade Marketing, and Retail Execution.
- Strong commercial acumen in pricing, promotions, and customer development.
- Ability to influence senior stakeholders and lead through ambiguity.
Leadership Profile
- Builder mindset with strong execution bias
- Detailed, consumer centric, and outcome focused
- Comfortable balancing scale with local nuance
- Purpose driven, aligned to SodaStream and pep+ ambitions
Value Proposition
This role is critical to unlocking SodaStream’s next phase of growth: accelerating adoption, building repeat ecosystems, and embedding sustainable consumption at scale — while leveraging PepsiCo’s systems, capabilities, and commercial rigor.
Team to Build / Future Structure
- Team of 6 Head Count, Reporting to the GM for N. Europe, Member of Regional Leadership Team
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