Senior manager
4 months ago
MAIN PURPOSE
This role will drive the development of BU’s insights into the shopper at the point of purchase by leading, designing and executing shopper behaviour studies and other customer focused research that support PepsiCo’s strategic platforms. This role leads category strategies governance and capabilities based on category insights and trends and aligns these insights to PepsiCo brands to drive category and market share growth with customers.
Responsibilities
KEY ACCOUNTABILITY
Research & Insights
Design and execute shopper / customer focused research studies that supports the BU strategic platforms Lead in shopper research projects, taking insights and transferring them into category growth opportunities for key customers/ weighted outlets Develop customer centric selling of calendar initiatives, defining category opportunities and tactics to win within key channels and drive Category and Customer/PepsiCo profitability Perform shopper data analytics to create clear and focused blueprints for growth, with key milestones/KPIs for cross functional teams to track and deliver against, shopper & execution dashboardsCategory Management
Activate the insights based 360 category management process with retailers to drive category growths Lead and execute the Category Management plans with the retailers in partnership with the CDMs/MT Lead Enable development of insight led selling stories/rational for key launches/ In-store programs or in-store execution Engagement with key stakeholders to ensure execution of optimal in-market executionCustomer
Comprehensive understanding of the consumer and channel landscape Build an in-depth understanding of consumers and channels, act as the voice of the customer internally to shape business thinking by understanding and monitoring the marketplace Trade visits -understand market and competitor activityBroadsheets and media etc.Industry news articles/ Account websites Understanding of competitor and other categories to leverage best practice within the marketplace for growth Ensure insights led / shopper centric thinking in all commercial/trade initiativesTrade assets & Planogram management
Develop design for TT trade assets & POSM to maximize sales and optimize ROI Work on innovative solutions for POS Racks to solve for space constraints, enhanced NPD visibility, while keeping in mind shopper behaviour, leading to augmented impulse purchase Leverage shopper insights to develop planograms for all TT trade assets in line with the business agenda & driving KPIs Work with IT team to leverage AI based capabilities for planograms and Image Recognition QualificationsQualification and skills :
MBA from B School Essential Skills: Preferred if he/she has some knowledge of shopper insights in research or retail chain; should have a good grasp of data & analytics Additionally, its good if he/she has done some sales or Trade/Customer Marketing stintsome ,shopper ingights-
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