Manager Insights
4 weeks ago
Main Purpose
The role is placed within the Global Brand and Creative Capability team of the Global Insights Digitalization department. Before launching brand product advertisements for its $86 billion+ revenue business, PepsiCo evaluates the effectiveness of TV and Digital creatives to gauge their potential impact on sales and brand equity. The role is focused on producing and automating global reporting to track this effectiveness. Creative effectiveness reporting is a critical workstream that ensures the promotion of awareness regarding creative quality and performance dynamics at both global and sector levels. Its aim is to influence enhancement of standards for creative effectiveness across Sector teams. This significantly contributes to sustaining strong performance in TV and Digital creatives, thereby driving a competitive advantage and ensuring efficient allocation of over $900 million+ in annual media spend. The role will also involve participation in other workstreams of the Global Brand and Creative Capability team, such as enhancements of the creative effectiveness evaluation protocols and tools, meta-analyses of creative effectiveness, and more.
ResponsibilitiesSpecific Responsibilities
Independently lead the production of Sector Digital Creative Effectiveness reporting for APAC, AMESA, LATAM, Europe, PBNA, PFNA. Support workstream lead in producing the Global Creative Effectiveness TV & Digital reporting, including: Extracting, cleaning, and manipulating large datasets from various sources required for delivery. Collaborating with cross-functional teams, including Insights, Marketing, Media departments; peers, and senior stakeholders in the Global and Sectors, as well as subcontractors (mainly Creative X and Zappi) to gather datasets and inputs required for delivery. Utilizing advanced data processing techniques and data visualization tools to present the reporting in a clear and compelling manner. Generating and validating XLS and PPT reports. Continuously optimizing reporting data processing to enhance efficiency and accuracy. Supporting Sectors on queries, ad-hoc requests, and projects related to creative effectiveness reporting. Co-lead automation of the Creative effectiveness TV & Digital reporting, including: Exploring new automation opportunities with the workstream team. Leading enhancement of the current offline reporting system through further automation leveraging the latest data programming techniques: Developing and implementing new solutions to streamline data extraction, transformation, and visualization processes. Integrating data from multiple sources into automated reporting solutions, ensuring data consistency and reliability. Testing and validating automated reporting processes to ensure accuracy and reliability of output. Monitoring and maintaining the automated reporting system, troubleshooting issues, and implementing enhancements as needed. Supporting the creation of online Creative Effectiveness reporting: Introducing the subcontractor to the current Scorecarding specifications. Providing critical feedback on the front-end prototypes developed by the subcontractor and broader workstream team, covering user experience design, functionality scope, navigation, data extracts content & structure, and enhancing the Scorecards' usability and functionality for both scorecarding and diverse meta-analyses needs. Supporting the broader workstream team on validation of fully automated online reporting. Ensuring seamless transition and continuity of reporting production during the transition process to automation.3. Co-lead / support ad-hoc projects of Global Brand and Creative Capability team , such as enhancements of the creative effectiveness evaluation protocols and tools, meta-analyses of creative effectiveness, and more.
QualificationsHard Skills & Qualifications
Bachelor's degree required (Master's is a plus). Knowledge of statistical methods and techniques for data analysis. Proficient in data analysis and interpretation . Highly proficient in revealing insights from data and crafting compelling narratives around them. Strong experience in manipulating large datasets, optimizing data processing and management . Proficient in data processing & visualization techniques and tools : Advanced user of Excel, PowerPoint, and Power BI incl. Power Query. VBA knowledge is a plus. Understanding of database management systems (MS Access, SQL). Understanding of data programming languages ( Python / R) is a plus. Understanding of data modeling. Ability to create and maintain complex reports and dashboards . Familiarity with qualitative or quantative consumer and market research methods . It may encompass any of the methods for performance evaluation, post-evaluation, or tracking for such aspects as packaging, pricing, brand equity, products, product pipelines, concepts, advertising. Or, any of the following: exploratory studies; consumer immersions, segmentation studies, volumetrics, shopper decision tree studies, retail audit data analytics, sales focrecasting, etc.. The key outcome of the experience should be a general understanding of the research concept , what research entails, and the ability to effectively synthesize and integrate quantitative data with qualitative findings . Extensive experience in cross-functional collaboration , demonstrating independent leadership and adeptness in processing feedback. Proven track record in managing senior stakeholdersExpertise in developing and implementing solutions for automated data extraction, integration from multiple sources, transformation, and visualization is a plus.
Soft Skills
Excellent project management: Demonstrates effective project management skills, including independent workstreams management, problem-solving, decision-making, and the ability to meet tight deadlines. Attention to detail and execution excellence: Delivers meticulous precision and unwavering commitment to accuracy, ensuring top-tier quality in reporting and all tasks. Time management and speed: Efficiently manages time and prioritizes tasks to deliver results promptly and effectively. Solution-oriented problem solver: Approaches challenges with a proactive, analytical, and solution-focused mindset, leveraging various data sources and collaborating with cross-functional teams independently. Highly organized, responsive, and skilled in multi-tasking: Capable of simultaneously managing multiple projects, priorities, and stakeholders, while identifying opportunities for process efficiencies (including proactive trade-off management) and improvement. Proactive and independent: Works autonomously, anticipating future needs and proactively planning and executing tasks without constant supervision. Collaborative team player: Excels in working with internal stakeholders and external suppliers to achieve project goals. Strong business communication: Exhibits excellent written and verbal communication skills, articulating complex ideas effectively in a concise and clear manner. Change management proficiency: Demonstrates strong change management skills, adapting to new tools and processes seamlessly and facilitating training for others. Organizational savvy: Navigates the organization effectively, influencing and educating stakeholders to ensure alignment and informed decision-making. Stress resistance and emotional intelligence: Demonstrates resilience in high-pressure situations while exhibiting adeptness in understanding and managing emotions, maintaining composure, and fostering positive relationships in diverse professional settings.Self-motivation: Maintains self-motivation while proactively driving business objectives forward and actively pursuing self-development.
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