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.