Overview
The main objective of this role is to maximize the presence of PEP items on eComm customers’ sites and ensure our items are visible and attractive to shoppers and machines (Search Engine Optimization). Its success is critical to the eComm org achieving its sales and share growth targets. The purpose of this role is to execute best-in-class product content to shoppers and customers, and to help maintain content excellence through content score reporting. This role’s scope encompasses all PEP India brands, products, mainly across a focused list of customers (1-6) and also across all content in the CA retail landscape. This role is expected to ‘own’ content quality for Canada eCommerce.
Responsibilities
The Merchandising specialist is responsible for the presence of PEP assortment online, leading the maintenance of eCommerce customers’ websites with up-to-date, accurate, and compelling product imagery, video, and product copy, with visibility across all PepsiCo Canada brands for Food (Quaker and Frito-Lay) and Beverage’s business. In partnership with Sales, Marketing, Commercialization, and Design departments he/she will ensure the correct digital assets are used for all marketing activations and all appropriate assets are created, distributed, and uploaded for new item launches and assortment enhancements.
- Execute flawless online PEP assortment that is attractive to both shoppers and machines (SEO) across specific set of customers
- Own measurement and maintenance of Content Quality scores, using Retailer methodology and DSA platforms. Be able to independently diagnose content gaps and execute accurate fixes in line with Content Quality expectations
- Lead new item setup and the refinement of product detail pages and online brand destinations
- Educate key stakeholders and implement merchandising best practices across designated customers
- Intermediate knowledge of internal PIM and DAM systems as well as third-party Content Service Providers (e.g., Syndigo, Salsify)
- Partner with design and brand teams to develop online marketing materials and ensure latest and greatest product packaging and information is available to shoppers on customers’ sites
- Partner with the sponsored Search (Performance Marketing) team to understand the keywords shoppers use to search for our products and align our items’ product content with these terms
- Work with Marketing and Sales teams to determine appropriate assortment and product content used in our marketing efforts
- Assist in the creation of product renders and marketing assets (Collaborate with the Creative agency + adapt masters using Adobe tools and any Canada specific tools)
- Use retailer platforms and DSA tools to develop Content Performance Dashboards and ways to improve performance.
- Actively managing the merchandising of all Canada eCommerce retailers
- Create and run T&L programs on respective customers to deliver enhanced shopper experience and business impact
Qualifications
- Marketing expertise — 6+ years of experience developing and executing digital merchandising or marketing/media programs, including the development of copy, photography, video, rich media, etc.
- This role is not customer-facing, though it is critical that he/she can problem solve day to day hurdles prior to escalating to manager.
- ECommerce analytics and performance marketing mindset—understanding of how to leverage SEO and merchandising tactics to find and engage shoppers and drive conversion
- Adobe Photoshop (Beginner-Intermediate skill level)
- Understanding of data and demonstrated ability to deliver improvement of digital KPIs via a strong analytical mindset
- A track record of delivering results in complex, multi-stakeholder and fluid environments
- Marketing expertise — 6+ years of experience developing and executing digital merchandising or marketing/media programs, including the development of copy, photography, video, rich media, etc.
- This role is not customer-facing, though it is critical that he/she can problem solve day to day hurdles prior to escalating to manager.
- ECommerce analytics and performance marketing mindset—understanding of how to leverage SEO and merchandising tactics to find and engage shoppers and drive conversion
- Adobe Photoshop (Beginner-Intermediate skill level)
- Understanding of data and demonstrated ability to deliver improvement of digital KPIs via a strong analytical mindset
- A track record of delivering results in complex, multi-stakeholder and fluid environments
