Digital Analyst

About the Role

Pepsico is seeking a Digital Analyst to join its Consumer Engagement team. This full-time role involves managing consumer engagement initiatives for iconic brands such as Lay's, Doritos, Cheetos, Pepsi, 7UP, Mirinda, and Sting in Saudi Arabia. The successful candidate will serve as a key liaison between KSA brand teams and the regional Consumer Engagement team, ensuring that campaigns resonate with the Saudi consumer base.

Role Context and Impact

This position is a dual role, functioning as the primary contact for the Consumer Engagement team within the KSA office and as the custodian of PepsiCo's brand voice in the Saudi market. The Digital Analyst will collaborate closely with Snacks and Beverages brand teams to translate their objectives into effective consumer campaigns. This role requires a professional who can ensure that all consumer communications, including push notifications, in-app messages, emails, and replies, reflect a distinctly Saudi tone and personality.

Key Responsibilities

• Act as the primary liaison between KSA Snacks and Beverages brand teams and the Cairo-based Consumer Engagement team, converting brand priorities into clear briefs, campaigns, and channel plans.
• Plan and execute brand campaigns end-to-end, including brainstorming, concept shaping, partner briefing, launch, and results reporting.
• Contribute consumer engagement input to the KSA brand team's Annual Operating Plan, E-commerce and Away-from-Home plans, and quarterly brand reviews.
• Support consumer engagement media planning with the media team and agency partners, and manage influencer collaborations.
• Own the language and tone of consumer engagement in KSA across all touchpoints, maintaining tone-of-voice guidance and a comprehensive Arabic and English glossary.
• Write and adapt Arabic-first copy (and English where necessary) that is culturally relevant and engaging for Saudi consumers.
• Review content from the team and agencies prior to publication.
• Plan creative work, brief designers and agencies, and review output against brand standards.
• Consolidate the quarterly content calendar across brands and channels, including engagement and educational CRM notifications.
• Manage push, in-app, and email content within Salesforce Marketing Cloud, including building, testing, scheduling, and launching.
• Monitor campaign performance and translate results into actionable optimization ideas for brands.
• Test app updates, enhancements, and new features, and raise IT tickets for necessary fixes.
• Manage relationships with loyalty aggregators, reward partners, and direct Saudi partners to source valuable consumer rewards.
• Handle purchase orders, quotes, invoice payments, and goods receipts, coordinating across Snacks and Beverages.
• Track budgets to ensure campaigns adhere to financial plans.
• Own and regularly update complaint-handling templates, consolidate consumer complaints, and raise IT tickets as needed.
• Manage app store reviews and replies to address consumer feedback.
• Handle COC-related matters for KSA campaigns and partners.
• Hire, train, and coach one to two trainees in KSA, supporting their development in marketing.

Qualifications and Experience

• 2-5 years of experience in consumer engagement, CRM, or brand marketing.
• Demonstrated ability in crafting effective Arabic copy.
• Experience in managing campaigns end-to-end.
• Proficiency in CRM platforms, particularly Salesforce Marketing Cloud.

Skills and Attributes

• Strong creative writing skills.
• Ability to manage multiple tasks including CRM, partnerships, and analytics.
• Effective communication and interpersonal skills for cross-functional collaboration.
• Detail-oriented with strong organizational abilities.

Career Development

This role offers significant ownership and the opportunity to advise senior brand managers directly. It provides exposure to both KSA brand teams and a regional digital team, fostering a broad network and visibility within PepsiCo. The position is a natural progression towards larger consumer engagement and CRM responsibilities within the company.