Customer Relationship Management (CRM) and Personalization Manager

OverviewWe Are PepsiCo Join PepsiCo and Dare for Better! We are the perfect place for curious people, thinkers and change agents. From leadership to front lines, we're excited about the future and working together to make the world a better place.Being part of PepsiCo means being part of one of the largest food and beverage companies in the world, with our iconic brands consumed more than a billion times a day in more than 200 countries.Our product portfolio, which includes 22 of the world's most iconic brands, such as Sabritas, Gamesa, Quaker, Pepsi, Gatorade and Sonrics, has been a part of Mexican homes for more than 116 years.A career at PepsiCo means working in a culture where all people are welcome. Here, you can dare to be you. No matter who you are, where you're from, or who you love, you can always influence the people around you and make a positive impact in the world.Know more: PepsiCoJobsJoin PepsiCo, dare for better.ResponsibilitiesThe OpportunityThe Customer Relationship Management (CRM) and Personalization Manager will act as the strategic bridge between consumer engagement vision and flawless delivery. As the functional lead for consumer journey and audience design, you will translate consumer insights and business priorities into advanced strategies for Customer Relationship Management and loyalty programs across multiple channels and markets.You will not execute campaigns directly within platforms; instead, you will own the functional blueprint—ensuring all campaigns are relevant to consumers, grounded in data, technically feasible, and aligned with commercial goals. Working closely with business leaders and United States program owners, you will connect inputs from across the organization to build cohesive, scalable consumer journeys that drive measurable business impact.Your ImpactAs a Customer Relationship Management (CRM) and Personalization Manager, you will:Define and evolve the Customer Relationship Management and personalization roadmap across brands and markets, aligned with sector priorities and direction from United States program owners.Design and document end-to-end consumer journeys across lifecycle stages—such as acquisition, onboarding, loyalty, and reactivation—ensuring business alignment and technical feasibility.Translate consumer insights and brand objectives into detailed journey logic, including triggers, timing, decision paths, and success conditions.Provide strategic guidance to operations and technology teams on journey setup, personalized content, and message orchestration.Serve as the functional owner of Personalization at Scale, embedding behavioral and contextual signals into all Customer Relationship Management activations.Partner with data teams to apply predictive models, behavioral indicators, and enriched first-party data to enhance targeting and personalization.Define key performance indicators, evaluate program success, and integrate insights into continuous strategy improvements, including segmentation evolution and test-and-learn initiatives.Act as the strategic liaison for brand and market teams, ensuring alignment on journey feasibility, best practices, governance requirements, and prioritization of high-impact initiatives.QualificationsWho Are We Looking For? 5-7 years of experience in Customer Relationship Management or Direct Marketing strategy, with strong expertise in consumer lifecycle marketing and large-scale personalization.Fluent EnglishDeep understanding of data-driven personalization, multi-step consumer journeys, and audience segmentation logic.Working knowledge of marketing technology platforms—such as Salesforce Marketing Cloud, customer data platforms, and audience activation systems—to effectively guide execution teams.Experience with loyalty concepts, referral journeys, gamification, or similar engagement models.Strong analytical skills with the ability to interpret performance data and translate insights into strategic improvements.Excellent stakeholder management skills, with the ability to synthesize input from brand, data, technology, and global teams.Experience operating in large, complex organizations with high-volume consumer engagement programs.Background in user-centered communication or consumer experience frameworks, with a track record of improving engagement through personalized communication.If this is an opportunity that interests you, we encourage you to apply even if you do not meet 100% of the requirements.What can you expect from us:Opportunities to learn and develop every day through a wide range of programs. Internal digital platforms that promote self-learning. Development programs according to Leadership skills. Specialized training according to the role. Learning experiences with internal and external providers. We love to celebrate success, which is why we have recognition programs for seniority, behavior, leadership, moments of life, among others. Financial wellness programs that will help you reach your goals in all stages of life. A flexibility program that will allow you to balance your personal and work life, adapting your working day to your lifestyle. And because your family is also important to us, they can also enjoy benefits such as our Wellness Line, thousands of Agreements and Discounts, Scholarship programs for your children, Aid Plans for different moments of life, among others. We are an equal opportunity employer and value diversity at our company. We do not discriminate based on race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. We respect and value diversity as a work force and innovation for the organization.