Global Insights Director, Brand Equity
Employer: PepsiCo, Inc.
555 West Monroe Street, Chicago, Illinois 60661
Duties: Lead globally the 10MM$ Brand Equity measurement program deployed in 50 markets across US, Latin America, Asia-Pacific, Middle East, China, India, Eastern Europe and Western Europe. The purpose of this program is to track globally and in a consistent way, awareness and perception of the PepsiCo brands and competitors. This represents around 150 studies around the world to monitor in order to ensure all teams apply the Global guidelines, global methodology, key principles and the PepsiCo Equity analytical framework. Create and lead strong network with PepsiCo local users of this program across markets and categories to ensure alignment to the program principles, frequent feedback and forum to address specific market needs. Identify new Business needs and enhance the program accordingly (e.g. add new modules, improve data-collection system, propose new analytical approach for better analyses).Co-pilot the Brand Equity program with the mandated external research agency PepsiCo partners with to guarantee flawless local execution, consistent governance principles and systematic knowledge transfer. Work closely with the external research agency on the tool enhancements by developing short term changes (e.g. new measures, ways of analyzing brand equity performance) as well as preparing for long term shifts (e.g. identify ways to get to more ‘behavioral’ consumers responses vs claimed responses).Pilot and enhance the online portal related to this program by working closely with the PepsiCo external partner (e.g. add new functionalities, ensure maintenance, conduct regular updates). Create globally consistent automated reports and scorecards local teams will have access to through the online portal (e.g. category overview, global/regional brand report, quarterly short-term KPIs scorecard). Define productivity pipeline: ensure markets setup the right survey designs in order to optimize their investment. Propose to the PepsiCo Insights leadership team plans to control and reduce the costs of this Global program. Support Global insights category teams to conduct cross-market brand equity analysis for PepsiCo Global brands. Conduct several meta-analyses to help deepen knowledge of Brand Equity drivers of growth. Implement and conduct internal trainings sessions to increase knowledge of this Brand Equity global program (e.g. methodology, principles, data interpretation, Business impact, use of the online portal). Create training tools and governance principles to drive best in class usage and share them with all markets. Create materials for internal publishing to showcase business impact and justification for investment. Collect and share case studies to highlight best in class business questions and Brands story-telling. Collaborate closely with Marketing Excellence and Marketing and Insights College teams at PepsiCo to contribute to marketing and insights trainings around brand growth strategy and building powerful brands.
Job Requirements: Master’s degree (U.S. or foreign equivalent) in Marketing or a related field and ten (10) years of experience leading brand insights work in a Consumer Goods company OR 10 years of experience in market research working for Consumer Goods clients. Prior experience must include ten (10) years of experience gathering and analyzing consumers data and understanding data limitations/complexities. Prior experience must include five (5) years with: cultivating an international network to influence and advance business goals; collaborating with Global Marketing teams who lead Brands strategies globally; and designing and implementing engaging communications strategies to influence a wide variety of stakeholders including business leaders. Prior experience must include three (3) years of experience driving business agenda, prioritizing business opportunities, and creating sustainable strategies. Must be willing to travel 30% of the time.
All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, protected veteran status, or disability status.
PepsiCo is an equal opportunity employer. Minorities/Females/Disability/Protected Veteran.
Job Type: Regular
All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, or disability status.
PepsiCo is an Equal Opportunity Employer: Female / Minority / Disability / Protected Veteran / Sexual Orientation / Gender Identity
Our Company will consider for employment qualified applicants with criminal histories in a manner consistent with the requirements of the Fair Credit Reporting Act, and all other applicable laws, including but not limited to, San Francisco Police Code Sections 4901 - 4919, commonly referred to as the San Francisco Fair Chance Ordinance; and Chapter XVII, Article 9 of the Los Angeles Municipal Code, commonly referred to as the Fair Chance Initiative for Hiring Ordinance.
If you'd like more information about your EEO rights as an applicant under the law, please download the available EEO is the Law & EEO is the Law Supplement documents. View PepsiCo EEO Policy
Please view our Pay Transparency Statement