Director, Global Influencer Strategy & Engagement

Overview

The Director of Global Influencer Strategy will lead the newly established Center of Excellence (COE) within the Marketing organization, designed to transform and elevate our global influencer marketing efforts. This individual will be responsible for building a cohesive, scalable influencer strategy that aligns with global brand priorities, delivers clear frameworks, tools, and insights to regional markets, and strengthens our position as a leader in influencer marketing. This role will report to the VP of Consumer Connections & Innovation and will play a critical part in scaling our influencer engagement programs to drive sustained business growth.

The role includes ownership of the global influencer management platform, CreatorIQ, and spans influencer partnerships from nano to celebrity. This is a high-impact role requiring deep cross-functional collaboration across Corporate Communications, Legal, IT, Insights, Media, and Customer teams.

• COE Leadership: Build, lead, and scale the Global Influencer Engagement COE from the ground up, ensuring brand consistency, safety, and best practices.
• Global Strategy & Governance: Develop a comprehensive, global influencer strategy that is adaptable for local market execution and ensures alignment with brand goals and guidelines.
• Framework & Tool Development: Create, codify, and implement frameworks, processes, and tools to support markets in identifying top talent, managing influencer relationships, and delivering impactful influencer campaigns.
• Agency/Partner Optimization: Establish a streamlined approach to leveraging external agency partners, tools, and platforms for maximum efficiency and impact across all global markets.
• Brand Safety & Risk Management: Build a robust vetting and brand safety system to protect the organization from reputational risk while engaging influencers authentically and effectively.
• Cross-Functional Leadership: Act as a strategic partner to Legal, IT, Insights, Media, and Corporate Communications to ensure all influencer-related activities are aligned with organizational standards and legal requirements.
• Metrics & Measurement: Develop key performance indicators (KPIs) for influencer campaigns, track effectiveness, and provide insights to optimize future influencer marketing efforts.
• Innovation & Technology: Lead efforts in identifying, piloting, and scaling new influencer technologies and platforms to ensure continuous innovation in influencer engagement.
• Team Growth & Development: Build a high-performing team, starting with 4-5 key roles (education, insights, technology, brand safety, and measurement) with a plan to grow and expand over time.

• The expected compensation range for this position is between $125,900 - $249,900.
• Location, confirmed job-related skills, experience, and education will be considered in setting actual starting salary. Your recruiter can share more about the specific salary range during the hiring process.
• Bonus based on performance and eligibility target payout is 25% of annual salary paid out annually and an additional target payout of 10% of annual salary is paid out over 3 years following the end of the performance period.
• Long term incentive equity may be awarded based on eligibility and performance.
• Paid time off subject to eligibility, including paid parental leave, vacation, sick, and bereavement.
• In addition to salary, PepsiCo offers a comprehensive benefits package to support our employees and their families, subject to elections and eligibility: Medical, Dental, Vision, Disability, Health, and Dependent Care Reimbursement Accounts, Employee Assistance Program (EAP), Insurance (Accident, Group Legal, Life), Defined Contribution Retirement Plan.

• Proven Experience: 10+ years of marketing experience, with a focus on influencer marketing or related fields. Experience in building or scaling a COE is a strong plus.
• Global Perspective: Strong understanding of the challenges and opportunities of managing influencer strategies across multiple markets and cultures.
• Cross-functional Leadership: Demonstrated ability to work with various internal stakeholders and external partners to drive alignment and achieve results.
• Tech & Platform Proficiency: Familiarity with influencer management platforms like CreatorIQ or similar is highly desirable.
• Brand Safety Expertise: Experience in managing brand safety, influencer vetting, and mitigating risks in influencer partnerships.
• Data-Driven Approach: Proficiency in using data and insights to drive decision-making and optimize influencer strategies.

• Visionary Leadership: The ability to think strategically and innovatively, envisioning the future of influencer marketing within the company.
• Operational Excellence: Demonstrates a structured and systematic approach to building scalable programs that deliver consistent results globally.
• Collaborative Mindset: Exceptional ability to influence and partner across departments and markets to foster a culture of collaboration and shared ownership.
• Change Agent: Comfortable with navigating ambiguity and driving change within a large, global organization.

• Bachelor's degree in Marketing, Business Administration, or a related field. MBA or other relevant advanced degrees preferred.