Overview

This role leads the Total Away From Home (AFH) Channel for FOBO Europe, owning the overall strategy, managing key multi-market customers, and ensuring delivery of the Annual Operating Plan. It drives a 3-year transformational growth agenda to accelerate PepsiCo’s performance in AFH channels through talent, portfolio, digitalization, GTM, and marketing, while setting strategic direction for customer acquisition, renewal, and investment. Additionally, it builds strong cross-market AFH communities, partners with global teams, ensures best-in-class account management, and develops bottler capabilities to win locally.

Responsibilities

Strategic Development Skills – ability to set clear vision, strategy and facilitate vigorous debate and align senior teams to the new course of action
Strong Conceptual Capabilities coupled with in-depth Sales Operation experience to insure viability of execution secured benefit realization
Extensive front-line sales experience & leadership in Traditional Trade, Organized Trade and AFH. Further, a clear understanding of market and customer structures and GTM’s to ensure understanding in strategy and execution
Ability to step beyond core analysis to understand the wider commercial framework (marketing objectives, account relationships, financial objectives, etc.)
Strong problem solving skills - extract key messages from complex range of data
Proven high-performance track record at work, with strong academic background
Executive Presence to represent PepsiCo with Global Customers/Sales Forums
Inter-personal skills and customer centric approach to build advantaged Customer Relationships
Excellent negotiation and influencing ability
Global business acumen and ability to recognize the need for different business models in different contexts
Ability to take an enterprise view that considers and anticipates implications across multiple global stakeholders (e.g., market needs, labor practices, legal issues) when building strategies and driving results

Qualifications

Education: Bachelor’s or Master’s in Business, Marketing, or related field (MBA preferred).
Experience: 10–15 years in commercial / franchise leadership within beverages, FMCG, or foodservice channels.
Proven track record in away-from-home beverage channel development.
Strong P&L ownership, negotiation, and franchise management expertise.
Excellent stakeholder management across bottlers, distributors, and key AFH beverage customers.
Ability to balance strategic planning with operational execution.
Strong leadership, influencing, and communication skills within a franchise system

AFH Europe FOBO Director

Job Description