PepsiCo Careers

Shopper Activation Manager

Russian Federation

Job Description

Auto req ID: 142230BR

Job Description

Lead development of solutions, category activation plan, in-store execution standards, mid term vision in assortment, planograms, model store by Customer segment. Work with Channels / Sales Execution to get the feedback on the customer/shopper/regional opportunities to ensure those are input into Category activation programmes, including promo, NPDs & core assortment.
1. Category commercial comprehensive Analysis, Evaluation & Reporting:
a. Consolidate and analyze external, internal data, evaluate target KPIs by channel, define issues and opportunities in order to develop relevant mid/long term Category Activations/Solutions for each channel to achieve Sales and In-store targets
b. Monitor and analyze channel environment, competitors` activities, customer needs and opportunities via regular field visits, feedback from Customer teams and Sales Execution teams
c. Ensure the preparation, consolidation of the analysis required for strategic and operational decision
d. Actively contribute to PBR and DMR preparation

2. In-store Standards development:
a. Develop Category in-store standards by channel/store format according to sales and marketing strategies in close collaboration with Shopper Insights, Customer Marketing and Category Management teams
i. Insights/fact-based Model Store development: assortment guidelines incl MHL, shelf, perimeter, offshelves
ii. Channel/Store Format executional KPI`s
iii. Model Store Selling Story development

b. Leverage Best practices from other markets/industries
c. Test & Learn new ideas and hypotheses
3. Contribute to Shopper strategy development and lead execution:
a. Active contribution to Category Vision development, identify category growth challenges and opportunites, build 4P activation mix by Growth Platform
b. Lead Category Vision roll-out, track performance
c. Contribution into Channel, Customer PPA development
d. Transform Consumer activations into Shopper activations In-store, Build Shopper activation toolkit by channel and store format
e. Develop Customer/Channel Shopper Solutions to improve the effectiveness of activities & reduce spend on less effective or off-strategy activities
f. Active contribution into annual Selling Stories development by sub-category, Selling Stories addressing specific solutions for Customers, Brands, Ready to Use selling tools
g. Close collaboration with shopper insights and Category Management teams in development category driving activities
4. SKU portfolio strategy & NPD/Initiatives Agenda

a. Based on channel needs and company strategy develops Customer SKUs/NPDs presence strategy in the channel and translates it into robust plans
b. Monitor projects performance and support sales execution with proper interventions with Brand Teams
c. Lead cross functional communication and cooperation in order to guarantee successful launch of the key initiatives
d. Facilitates center of expertise on new product launches (key learnings, best practices, selling story toolkit, etc)
e. Contribute into NPDs Selling Stories development


Education: Higher , additional knowledge in finance, analytics is appreciated
Professional experience:

  • At least 2-3 years of Sales/Catman/ Trade marketing experience in international FMCG company
  • Solid Category management understanding
  • Strong commercial understanding
  • Advanced English
• In-depth knowledge of Sales trends in NKA/LKA, Category shoppers and consumers, Marketing and Sales KPIs relations
• Strong communication and interpersonal skills
• Cross functional team management skills
• Good analytical and problem solving skills
• Negotiation skills
• Presentation skills
• Project management skills

Relocation Eligible: Not Applicable
Job Type: Regular