Brand & Communication

3 weeks ago

Hyderabad, India PepsiCo Full time

Overview:
The purpose of this role is to lead the team supporting the global insights capabilities to extract value from the ADA & BMS tools. The key ask is to create a culture of a high performing team - ensuring the highest quality deliverables and drive efficiencies.
- ** Ada specific**: Consumer-centricity has never been more critical to PepsiCo. Ada, our digitized Insights eco-system, is a key enabler of driving consumer centricity across the function and the business. This ecosystem has 3 key components:

- Advantaged capabilities - tech enabled tools to create better and faster connectivity with consumers. Enables the development of Test & Learn digitized tools to enable better innovation & Content development.
- Knowledge Management portal - access to all consumer related knowledge with smart search capability
- Cloud-based Community - place to connect, share and build content as function

The PepsiCo product capability team is responsible for designing and building these new tools in partnership with our supplier Zappi. In the first 18 months of the partnership, we have developed and deployed 3 tools across the ~10 markets (Zappi Early Concept & Optimize for Innovation and Zappi Content TV for advertising). We are in the process of expanding the methodology to new use cases, new markets and/or new categories.
- ** Brand Mind Share**:The brand mind share tool was created 4 years ago and has been deployed in 50 markets. The purpose of it was to:

- Establish the PepsiCo way to approach Brand Equity, fully embedded into the PepsiCo Marketing culture.
- Provide a future proof solution which offers rich diagnosis using cutting edge approaches (System 1)
- Provide data access across all markets and categories and the possibility to self run analyses.
- Impact Brand Strategies

**Responsibilities**:
Core accountabilities:

- Oversee project-based reporting led by the team and ensure Sector needs are met.
- Manage and assign workload across the team in partnership with the Ada/BMS Leadership team
- Provide Consulting to ensure we drive insights into action
- Oversee completion of foundational learning whitepaper analyses (e.g. Superbowl Anatomy of a Great Ad, Gen Z, Next Big Innovations, Trending Ingredients and Flavors, etc.)
- Provide sr. support to Insights teams in presentations of high-profile projects

Capability development:

- Develop the team capabilities, motivation and engagement levels
- Support direct subordinates through mentoring & coaching in growing their functional and managerial capabilities
- Set and monitor performance goals for evaluation of direct subordinates
- Drive team motivation and retention
- Leverage and develop internal knowledge and team efficiency through productivity optimization and digitalization projects
- Supervise/secure onboarding and on-job trainings for newcomers
- Increasing the marketing savviness of the team
- Identify opportunities for scope expansion

Qualifications:

- Supplier side and / client service experience in either Brand health tracking and/or Content development
- Deep research methodology knowledge, experience driving business impact via Insights projects
- Experienced storyteller leveraging insights/consumer data and ability to shape deliverables for sr. (non insights) audience
- Experience of working with global, regional and local teams of insights professionals a plus
- Strong leadership and influencing profile: Motivates action through fact-based, inspirational material; Has a track record of identifying and championing new processes for improving fact-based decision making. Can synthesize multiple, disparate data sources into compelling growth strategies. Formulates a strong POV and can
articulate future scenarios; Is an exceptional story-teller.
- Strong collaborator: Interested and motivated by working with others. Actively creates and participates in
opportunities to co-create solutions.

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