PepsiCo Careers

Consumer Insights Manager Colas

Moscow, Russian Federation
Marketing

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Russia - English

Job Description

Auto req ID: 162066BR

Job Description

The key objective of Consumer Insights Manager is to:

  • Define and lead proactive & impactful insights agenda with the responsibility for CSD Colas platform
  • Drive brand health & equity tracker (BMS) implementation (all brands) & provide actionable recommendations for Pepsi Brand equity development
  • Lead Annual Brand Review Sessions
  • Lead monitoring of critical consumer trends and guide business on potential implications for Pepsi enabling the brand to be ahead of the competition
Accountabilities:
1. Strategic Brand Planning
  • Best in class Situational Analysis - conducting category/ competitor/channel/ consumer analysis, synthesize key learning’s and with analytics team support to identify/priorities growth opportunities for beverages/ colas, for the annual integrated strategic planning process
  • Growth Strategy – help to identify growth opportunities through use of demand spaces and occasion opportunities and support brand teams during the preparation of brand playbooks during annual planning period
  • Brand positioning - leverage insights to optimize Brand Architecture and Positioning to ensure maximum consumer relevance
  • Brand Review sessions – lead annual Brad Days sessions, partnering with broader Insights team & research suppliers to ensure holistic review of PEP brands performance within competitive context via multi-source data
  • Trends - deploy trends and competitor insights to drive Pepsi growth
  • Be an indispensible business partner to the CSD platform lead, helping to drive Pepsi agenda
  1. Media & Communication
  • Partner with Pepsi Marketing team on Communication strategy and consumer engagement development and execution, driving insights on demand spaces, brand equity
  • Be an active partner to Pepsi Marketing team to define the Communication brief, fine-tuning the creative through meta learnings, testing the creative routes and giving fact based recommendations to improve the tested creatives, with an objective to provide high impact & high ROI communication
  • Partnering with Marketing team & Digital Manager, closely track the performance of ongoing campaigns to provide timely feedback to improve the impact of Pepsi campaigns on TV & digital
  • Utilise metalearnings from LINK and GDM studies to optimize the copy creation and the media planning for PEPSI & sub-lines
  • Drive implementation of BMS and communication tracking from set-up to key learnings roll-out
  1. Non-sugar strategy/ flavor innovations:
  • Identify key opportunities to drive Pepsi flavors (non-sugar)
  • Support Future Proofing agenda via close collaboration with Global Insights
  • Lead Non-sugar innovation validation, volume forecasting/sizing and pre-launch assessment through the stage gate
  • Work with global vendors (e.g. BASES, Millward Brown, Ipsos) to drive more rigor into the understanding of NS innovation and business performance, emerging trends and how our initiatives will win in the market
  • Lead post-launch analysis of NS innovations
  1. Functional excellence & partnership:
  • Influence critical business decisions being a member of EE Bev leadership team and bringing independent objective views to forums
  • Act as a center of reference for Pepsi consumer insights for key stakeholders and different functions
  • Inspires Marketing, MarCom, BU’s, creative agencies to put consumer in the center of brand engagement strategies and plans via workshops & immersions
5. Third-parties management
  • Maintain winning relationships with research suppliers to ensure Company’s interests are in place at the most beneficial level
  • Drive high level of quality and cost efficiency
  • Utilize best practice expertise to address business needs
  1. Build a High Performing Team (1 direct report, broader insights community) across areas:
  • Role model “business ownership” culture
  • Ensure bench development through training, coaching and performance management process
  • Demonstrate strong business partnering & ensure the work influence decisions, challenge (in a constructive way) exisiting solutions as well as partner in developing new
  1. Budget management
  • Prepare the research budget (ad-hoc projects + tracking strudies) in line with the business needs
  • Manage budget within brand programs to ensure that financial resources are allocated and spent accordingly
  1. Insights Transformation
  • Be a collaborative leader who can work across boundaries and across functions to ensure that the Insights transformation efforts are effective and lands smoothly

Qualifications/Requirements

Business skills:

  • Degree in Marketing / Sociology / Economics/ Mathematics/Statistics
  • Minimum of 10+ years Market Research experience in a leading FMCG company with mix of Market, Shopper, Consumer Research background; experience in Consumer Insights, Equity building and Communication development
  • Strategic thinking and analytical skills
  • Experience in developing and maintaining relationships with external suppliers & internal high level stakeholders
  • Budget management
  • Fluent English
  • Excellent presentation and project management skills, reliable multi-tasking
  • High level of flexibility, good in driving for results, proactively leading business & people agenda
  • Experience in building a high performing and highly engaged team
  • Strong people leadership experience
  • Leading in matrix
  • Ability to frame problems smartly and understand the key decisions/people we must influence
  • Ability to ensure the work is effectively landed by relentlessly advocating for the right actions to increase probability of success and harness networks to build support/momentum & drive forward
  • Ability to see big picture and give direction without getting into too much of details

Personal skills:
  • Positive, dynamic, high energy person
  • Ability to build deep trusting, collaborative relationships and create strong interdependencies
  • Strong facilitation and questioning skills, including flexibility in approach to problem solving and ability to push beyond the obvious to spot ideas and find innovative and better solutions
  • Ability to synthesize, simplify & persuasively communicate highly complex findings to focus on the critical issues and actionable growth opportunities
  • Excellent sense for organizational dynamics (savvy), including ability to build and leverage networks and strongly influence key stakeholders through formal and informal channels
  • Agile, brave and resilient to adapt as situations change, learn from mistakes, navigate ambiguity, operate in the grey and take calculated risks as needed

Relocation Eligible: Not Applicable
Job Type: Regular