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PepsiCo is looking for a Consumer Insights Group Head. This role will play a key role in driving Consumer Insights agenda in order to step-change Consumer centricity in EE Category team to enable breakthrough innovations and development of strong brands.
Responsibilities:
Lead Consumer Insights Team for the Multi-Category Portfolio of 2 $Bn CPG business
Develop holistic CI practice to fuel Category development via providing market & category knowledge, analytical deep dives, running relevant consumer studies and continuously advising on consumer behaviors and category trends;
Lead Category Strategy & Portfolio Architecture within the framework of IBP & PSP processes
Brand Equity Consumer Study & Analysis: identify research needs for Brand Equity, Architecture and Strategy development to meet business objectives;
Lead Consumer Centric portfolio/ brand situation assessment and ad-hoc analysis combining various sources of information for IBP and AOP processes, partnering with marketing to identify, prioritize and quantify new sources of growth, priority consumer audiences and market platforms;
Design and execute ad-hoc consumer research projects across markets & categories according to business objectives and brand strategies and provide actionable insight based on them;
Provide valuable conclusions and recommendations based on a holistic multi-source analysis of brand activities to make continuous and relevant input to the brand strategy/marketing and communication plans;
Lead yearly learning plan development related to Brand innovations and equity based on strategic priorities;
Act as a center of expertise for Brand consumer knowledge across all categories in portfolio. Ensure cross-functional cooperation and communication with Mktg (Category and BU), Marketing Communications, Commercialization functions to support brand & innovation development programs, ensure common business performance understanding from the consumer POV and focus against aligned objectives;
Serve as a voice of Consumer in commercial teams — promote culture of Consumer Centricity. Inspire marketing function, MarCom and creative partners to put consumer at the center of brand engagement strategies, plans and programs;
Manage resources effectively, lead contract negotiations and maintain winning relationships with External Suppliers to ensure Company’s interests are in focus; Engage Research Partners into Company`s business agenda to ensure we leverage them as strategic business partners to provide the highest level of quality in a cost effective way; Develop new & innovative ways of working in CI;
Promote & Develop insights capabilities, tools and instruments within insights team & beyond; Going from push insights to pull insights. Act as an ambassador of Global & Sector Insights tools & programs;
People & Talent: Develop best in class talent & capabilities within the team, ensure bench development through recruitment, training, coaching and performance management process.
Qualifications/Requirements:
5+ years of Insights experience;
Strong analytical thinking with proven ability to connect data & insight from different sources into sound business recommendations;
Strong people leadership experience;
Ability to frame problems smartly and understand the key decisions/people we must influence;
Ability to build deep trusting, collaborative relationships and create strong interdependencies;
Ability to effectively navigate in a highly matrixed environment and get things done through formal & informal channels;
Digital savvy: passionate about digital media and data driven marketing;
Fluent English;
Ability to effectively work with large amount of stakeholders;
Excellent project management skills.
