Sr. Director, Direct to Consumer, SodaStream

Overview

This role will lead SodaStream’s global Direct-to-Consumer (DTC) growth agenda and operating roadmap, accelerating channel scale-up, sustainable growth, and margin improvement across markets and regions. Reporting to the Global CMO, the role will serve as a key enterprise leader shaping the future of SodaStream’s consumer experience, digital commerce ecosystem, and data-driven growth capabilities.

The position requires a commercially sharp and globally minded leader who can successfully partner with diverse markets and functions — balancing strong strategic direction with pragmatic local flexibility. The role will drive alignment across markets, functions, PepsiCo stakeholders, and technology partners to elevate DTC into a scaled global growth engine.

The leader will oversee the evolution of SodaStream’s digital ecosystem into a world-class brand and commerce experience — transforming the webstore into a premium “showroom” for the brand through best-in-class UX/UI, storytelling, personalization, merchandising, and connected consumer journeys.

The role will also lead the next generation of DTC capabilities, including advanced data automation, AI-enabled optimization and scalable commercial infrastructure.

This is a unique opportunity to shape the future of SodaStream’s global consumer engagement model while advancing our mission to offer a better way to drink.

Responsibilities

• Define and lead the global DTC vision, ambition, and long-term growth strategy across markets and regions.
• Build strong partnerships with local market teams, influencing and aligning diverse stakeholders while navigating when to standardize globally versus adapt locally.
• Define and evolve SodaStream’s global DTC consumer value proposition, including personalization, bundling, subscriptions, loyalty integration, and exclusive digital offerings.
• Lead the transformation of SodaStream’s webstores into premium brand showrooms through best-in-class UX/UI, digital storytelling, navigation, merchandising, and conversion optimization.
• Own the end-to-end digital consumer journey across the digital shelf, including SEO, site experience, experimentation, personalization, and A/B testing.
• Define and govern cross-sell, up-sell, assortment, and merchandising strategies to drive conversion, basket growth, and lifetime value.
• Drive forward-looking DTC capability upgrades, including AI-enabled optimization automation and scalable commercial infrastructure.
• Partner closely with Loyalty & CRM leadership to strengthen lifecycle journeys, retention programs, and personalized consumer engagement and data-analytics for data-driven optimization and automation.
• Partner on full-funnel media and performance optimization strategies with Digital Marketing teams.
• Own and drive key DTC performance metrics including conversion, retention, repeat purchase, engagement, and CLTV.
• Define, prioritize, and govern the global DTC capability roadmap across technology, operations, analytics, and consumer experience.
• Influence enterprise-wide digital transformation initiatives across Marketing, Technology, Data, Operations, and Commercial organizations.

Qualifications

• MBA or equivalent Master’s degree in Business, Strategy, Digital Marketing, eCommerce, or related field - preferred.
• Advanced education or formal training in digital commerce economics, omnichannel operating models, growth strategy, data analytics, AI, or digital transformation preferred.
• 15+ years of experience in senior eCommerce, DTC, digital growth, or omnichannel leadership roles.
• Proven experience leading global or multi-market DTC organizations within FMCG, D2C-first, subscription, consumer tech, or razor-blade business models strongly preferred.
• Demonstrated success scaling DTC businesses across complex international market footprints and matrix organizations.
• Strong strategic and commercial leadership combined with deep understanding of digital consumer behavior, UX/UI, data-driven growth, and performance optimization.
• Proven capability leading large‑scale transformation initiatives involving technology, analytics, CRM, media, and commercial operations.
• Strong executive presence with the ability to influence senior stakeholders across global, regional, and local organizations.
• Experience partnering cross-functionally across Marketing, Tech, Data, Operations, CRM, and Commercial leadership teams.