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Associate Director – Consumer Insights
4 weeks ago
Responsibilities Main Responsibility Areas Key Tasks Leading insights agenda for brand Lay s Kurkure and support Insights director on Portfolio workstreams- Drive a consumer-centric culture building a strong sense of empathy for key consumer targets across the brand marketing team- Drive development of future growth opportunities for the brand and category- Play a pivotal role in development of effective consumer-centric advertising programming and innovation ideas- Consumer Intimacy Drive a culture of consumer centricity among brand teams and advocate for consumer-centric tools and business processes- Manage with Quality Drive execution of BU insight solutions ensuring quality inputs and outputs to deliver high-impact content that addresses the identified opportunity- Strategic Brand Insights Purposeful Positioning Fuel distinctive purposeful brand building authentic content and create sustainablegrowth plans- Creative Excellence Craft a sharp and insightful brief to inform the creation of a compelling campaign idea optimizing the effectiveness of creative ideas leveraging consumer insight- End-to-End Insights Generate and embed agile real-world insights to drive confidence through the innovation development and launch process plus sustainable scale and incrementality- Commercial Mindset Understand all levers of brand growth and translate insights and analytics into strategies and plans to drive brand and portfolio growth at retail- Identify Next Growth Lever Proactively assess the situation frame the problem opportunity and develop an insights-based solution that accelerates Growth and or Market Share and delivers a strong ROI- Cross-Functional Collaboration Engage decision makers at all stages of the planning cycle drive external data-based decision-making ensure insight-to-action changes in behaviors to improve probabilities of business successQualifications Key Capabilities Competencies Years of experience 12-15 yr Functional Knowledge xe2x80x93 Consumer Tracks Understanding of Retail Audit Measurement Consumer Panel Innovation testing Mix testing Ability to leverage both Quant and Qual Analytical Skills xe2x80x93 Ability to interpret basic Models and guide Analytics team on linkage to Commercial actions Relevant FMCG Experience Client side experience preferred Strategic thinking xe2x80x93 Data to Insights from multiple resources PepsiCo