PepsiCo is a global food and beverage leader with a product portfolio including 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world.
Overview
To lead the WECA BU (Foods and Beverages) insights agenda, guiding the business on key strategic priorities, implementing regular analysis, supporting and validating market strategy and innovation agenda and gearing the business for growth.
- Identifies areas for growth, enables growth through elevating marketing Innovation and creative and optimized growth by reading the market situation from a country, category, consumer, and competitive lens.
- Leverages global tools and creates market specific tools given the landscape of operations in WECA markets.
- The role is a critical enabler for identifying white space markets/ new categories and validating the portfolio opportunities to enter these markets as these markets are critical to the growth ambition of the BU.
- A highly cross-functional role and interactions will be at the most senior levels within the Sector, Business Units and Global team, R&D teams including regular interactions.
Responsibilities
Insights functional agenda:
- Contribute to sector Insights & Analytics functional agenda and deployment as a member of the team.
- Effective spend of Insights budget.
- Manage the regional agency network to deliver on insights agenda: write briefs, receive proposals, check questionnaire/ Discussion Guides, commission projects, attend Field Work, write insight summaries, arrange presentations to stakeholders.
- Partnering with global and other sectors’ insights capability leaders to develop and step-change functional capability in own market.
Business/ Category Strategy Planning & Execution:
- Lead foundational research and develop strategic consumer landscapes leveraging global frameworks.
- Lead the development of consumer centric category insights, leveraging trends, foresights and competitor understanding to inform category and portfolio strategies (end-to-end).
- Support PSP via delivering key insights specific to driving growth in markets.
- Insights Leader in developing innovation, commercial, brand building insights to drive business and category strategies across the portfolio.
- Lead validation of breakthrough or innovation and activation pipeline.
- Lead the definition and deployment of insight programs to validate communications and innovation plans, advise brand teams of risks and implications for informed and timely decision-making in conjunction with the Sector and Business Unit insights.
- Work cross-functionally to define "How to Win" and "Where to Play" Growth strategies for H2-H3 (18+ months).
External/Human Centric POV:
- Integrate insights from different sources to develop a holistic market and consumer understanding that is actionable and impactful for category and brand strategy.
- Influence Category management by actively and persuasively representing consumer and marketplace dynamics to inform long term business strategies.
- Use global capability tools to arrive at unique insights and embed its outputs into core existing business processes to maximize success of category/brand programs.
- Apply research and analytics tools to understand ongoing in-market performance of our brands, categories and competitors.
- Build and leverage human insights to drive Brand Portfolio Strategy, Architecture and Brand Positioning.
Qualifications
Requirements:
- Bachelor's Degree in Management, Engineering, Psychology, Sociology.
- 10+ years experience.
- Experience with both Food and Beverage operations advantage, FMCG required.
- Experience Agency and Corp preferred.
Technical Experience in market Research:
- Strong analysis skills.
- Strong presentation skills.
- Linking consumer and market understanding to business implications.
Method of Application
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