Overview The Consumer Insights Associate Manager is responsible for managing the consumer insights agenda for Europe Beverages (BUs, Sector, FOBO). The insights manager will be responsible for planning, setting up, and executing consumer insights projects related to social intelligence, brand equity and positioning, and innovation and communication testing. The insights associate manager will have to operate in a matrix structure, partnering with the brand and commercial teams as well as close collaboration with key bottlers across key markets. The objective for the role is to support the high growth ambition for beverage through high quality and impactful insight. Responsibilities 1. Insights Business Partnering and Influencing PEP stakeholders across the Sector (Beverages business) Bring impactful insights for Beverages Insights team partnering with senior stakeholders (Head of Insights, cluster leads, marketing, commercial teams) at the BU and Sector level to ensure consumer centricity is embedded in all business decisions Act as interface between regional, sector (CoE), global and other BU insights leads, including PLI, to identify and leverage external insights best practices from each 2. Build ‘stronger’ PepsiCo brands through insights Drive the consumer insights elements of the PEP ‘Grow Brands that Move Culture strategic framework, lead communications insights, including TCP and Audience Insights Lead roll-out of BMS/ BBE equity tracking and partner with internal marketing and external bottler stakeholders to drive actionable insights to build long-term brand equity Utilise all key Insights capabilities to best answer research briefs: eg. 360 Always On, ADA, Trendscope etc Support in annual brand planning, working cross-functionally to ensure successful delivery of SWOT, penetration targets & barriers, Marketing JTBDs and equity tracking Day-to-day management of cross-functional marketing insights projects, executing projects against an aligned brief / scope) Managing and lisiaing with agencies to deliver projects and analysis in a form that provides insight to contribute to organizational understanding Co-leading efforts to ‘raise bar’ on Creative Excellence across the sector Beverage portfolio Managing and lisiaing with agencies to deliver projects and analysis in a form that provides insight to contribute to organizational understanding Championing the Consumer Insights consumer tools for the Sector Beverage team, communicating and representing the mission and agenda of the team in alignment with Beverage Portfolio Growth Strategy. Lead category and portfolio strategy thinking, identifying opportunities for growth Ensure all brand fundamentals are in place, optimal for brand growth, leveraging to tell a clear story about the brand and risks/opportunities for growth 3. Leadership, Coaching and Development Managing day to day relationship with bottlers & agency partners Line management of L7 Qualifications 9+ years FMCG insights experience Strong consumer insights experience - end-to-end understanding of the best research approach to best deploy Brand building/brand equity insights a must, strong experience in communication and media insights Compelling storyteller & communicator Strong influencing skills and strategic thinker Independence and action oriented way or working Working matrix organization – excellent relationship builder who can work x-functionally/x-geography/x-franchise and organisation wide
اطلب مساعدة الخبراء لكتابة سيرة ذاتية مميزة.