Snr Director Platform Lead - Functional Fuel
On-siteDublin, Leinster, Ireland
Job Summary
Lead category creation and platform strategy for PepsiCo's Functional Fuel in Europe, driving revenue, profit, and market share growth across Energy, Hydration, Enhancers, and Alcohol. Command control of c. $100MM in A&M budgets to fund media, campaigns, and e-commerce while influencing cluster-level investment allocation. Establish direct-to-consumer growth engines and own pricing, portfolio architecture, and pack strategy to capture new consumers and premiumize the category. Represent Europe in global IB forums, chair the European Strategic Brands Team for Gatorade, and align bottlers to expand footprint into new channels. Build a senior international team with proven expertise in sports and functional beverages to deliver step-change growth and embed a scalable Europe-wide playbook.
Required Qualifications
- Minimum 15 years experience in beverages or related categories (Sports drinks or Energy)
- Exceptional analytical and strategic thinking skills
- Strong expertise and skills in Brand Purposeful positioning, Total Connections Planning and 360 Brand communications
- Strong collaboration skills and ability to influence a broad set of senior stakeholders
- Experience in sports drinks subcategories
- Leadership and influencing
- Global mindset with passion for understanding cultures and varying business dynamics
- Ability to lead in a highly matrixed environment
- Passion for learning and bias for action
- Ability to multi-task, flex intellectual muscles at the same time
- Strong communicator and open-minded thinker
- Strong collaborator and listener
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