Consumer Insights Manager Req ID: 149434BR
PepsiCo, Inc.
Greece
πριν από 11 μέρες

Job Description

  • Consumer opportunities for current business & innovations- Decision (D). Leads deep consumer understanding, identifies and evaluates consumer driven opportunities for the Snacks and Nutrition Categories and brand portfolio development in order to define winning strategies and ensures Consumer Insights programs execution.
  • Assesses Brand Architecture relevance and develops specific recommendations on adjustment / optimization. Drives Demand Spaces identification and leverage.

  • Consumer Research & Analysis- Decision (D) and Executes(E). Identifies consumer research needs to meet business objectives.
  • Leads yearly learning plan development for Beverages across all markets. Manages ad-hoc consumer insights research projects covering objectives, strategies and actionable recommendations.

    Provides consolidated ad-hoc analysis.

  • Brands performance evaluation / post evaluation of marketing activities- Decision (D). Leads performance reviews, provides valuable conclusions and recommendations of brand activities to make constant and relevant input to the brand strategy / marketing plans.
  • This across all brands in the Beverages Category.

  • Lead Demand Based Growth Strategies- Decision (D). Identify compelling insights to drive longer term Category and Brand strategies and Innovation pipelines.
  • Is capable to balance short and long term, dedicating some resource and investment on longer term consumer learning plan. This entails :

    a. Demand Based Growth Strategies : Demand Space 2.0 Deployment in top Beverages markets

    b. Analytics at Scale : PPD Portfolio Performance Drivers, initially in South Africa then deployed across SSA

    c. Improving Growth Investment ROI : Media ROI in Key Markets

  • Category & Market business performance tracking- Decision (D). This includes : Monthly Category report, Share drivers, Markets scorecard.
  • Ensure timely and accurate delivery of quarterly reports / presentations via integration and interpretation of multiple data sets (Retail Audit, Panel, Loyalty, Market Mix and Brand Tracking Data).

  • New Product Development- Decision (D). Leads consumer research process, analysis and volume forecasts to assess the innovations launch feasibility and right first time.
  • Provides recommendations for innovation improvement.

  • Insights Capability Building Agenda - Decision (D)
  • Build & manage strong partnerships with best in class Analytics and Market Research Agencies
  • Continuously plans to enhance data quality, integrity & consistency with agency partners.
  • Development and harmonization / roll-out of best practice techniques, tools and methodologies to unlock the value of continuous data sources, enhance effectiveness and efficiency of the business reporting process.
  • Lift and shift best practice from other Sector / Region e.g. Portfolio Performance Drivers Scorecards, Brand equity drivers, Forecasting, Marketing Mix Modelling, etc.
  • Develop capability to understand Investment ROI across Trade and A&M, and embed to optimize future spending, for maximum return.
  • Develop capability to forecast market & category growth and leverage to guide AOP / Strategic Plan
  • Introduce Yearly Situational Analysis that synthesizes knowledge across all relevant sources to identify threats, key growth opportunities, and guides Portfolio and SBP planning
  • Develop processes and forums that inspire the business and support transformational growth strategies, incl Trends & Foresights, NPD Best Practice, Insightful and action oriented category reviews.
  • Cross-Functional Interface- Decision (D). Ensures / enhance cross-functional cooperation and communication with Mktg (x 2 Categories), Sales, Cat Customer Mktg, R&D functions to support brands development programs, ensure common business performance understanding, focus against aligned objectives and drive to implement growth initiatives.
  • Agencies Interface- Decision (D) Develop / enhance external partnerships to increase functional impact and organizational influence
  • Deliver Inspirational, High-impact Human Insights & Analytics- Decision (D). Manage, coach and develop a team of direct and indirect reports to deliver strong business results.
  • Inspires and motivates subordinate to achieve business vision.

    Qualifications / Requirements

    Master Degree in Sociology / Marketing / Economics; statistic or mathematics strength

    Deep Knowledge of research methodologies and techniques (qual&quant); basic statistics

    Minimum of 10 15 years Consumer Research in a leading FMCG company and / or Agency. Additional Analytics experience of advantage.

    Experience in developing growth plans, for categories and brands

    Minimum 5-8 years managerial experience

    Experience in developing and maintaining relationships with external agencies

    Strong strategic and analytical focus and skills

    Fluent English

    Excellent communication, presentation and project management skills

    Proven ability to manage a matrix organization (cross-functional / cross-border)

    Relocation Eligible : Not Applicable

    Job Type : Regular

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