Associate Director, Consumer Insights, Beverages

4 weeks ago


Shanghai, Shanghai, China PepsiCo Full time
Job Summary

As Associate Director, Consumer Insights, Beverages, you will be responsible for identifying long-term growth opportunities for the category in the region, collaborating with Category Insights Leads and Global partners to ensure a unified approach and consumer frameworks for opportunity identification and prioritization. You will assess consumer and market trends, including implications and recommendations for innovation, brand equity growth, and communications effectiveness. Additionally, you will work closely with Shopper Insights and Commercial teams to convert category growth plans into effective shelf execution. You will also facilitate day-to-day business decision-making for the regional category lead by delivering opinions that impact business drivers, providing KPIs that measure progress, and leveraging systems that streamline communication.

Key Responsibilities

* Develop innovation, commercial, and brand-building insights to drive business and category strategies
* Pull through global brand-building strategies into local geographies and ensure execution
* Localize strategies and programs as needed and agreed upon by Region Category Leads and Global Insights Category Leads
* Manage projects within own category/brand/demand space
* Bring voice of the business/category back to the Global Insights Category Leads
* Translate specific category strategies into Insights plans and actions
* Guide the CU leadership by translating relevant insights into commercial strategies to drive growth
* Build frameworks that identify where consumer demand meets portfolio and commercial strategies
* Build/evolve proprietary demand spaces/growth terrains frameworks at P01 and key category level
* Ensure deployment of the relevant Global Insights 2020 COEs as developed
* Prioritize analyses through hypothesis-building and identifies key issues
* Go beyond the obvious to identify analytical-driven insights and deliver clear action plans for the business
* Strong collaborator and relationship builder, with ability to influence across the organization as well as external partners
* Excellent verbal and written communication skills, especially PowerPoint
* Understanding of PepsiCo business in region

Qualifications

* Equity health and growth
* Communications effectiveness
* SOM
* Innovation testing and success
* Quality of demand space mapping tools and frameworks
* Application of demand space mapping in region
* Quality of business decisions made as a result of insights and opinions
* Regional Category and CU Leads
* Region Sales and Trade Marketing Leads
* Regional Function Leads, Finance, Supply Chain, etc.

About PepsiCo

PepsiCo is a leading food and beverage company that is committed to delivering high-quality products and services to its customers. As a member of the PepsiCo team, you will have the opportunity to work with a diverse group of talented individuals who are passionate about making a positive impact on the world.

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