Job Description
Overview
- Lead Beverages insights agenda across most critical Pepsico markets of VN to identifying consumer led Portfolio and Business opportunities for PEP. Partner with the commercial / category leads to translate Insights based on Consumer, Category and Competition into actionable, disruptive, and winning Brand, Portfolio, Communication, and growth solutions.
- Lead Strategic partnership to guide and evolve Portfolio thinking, Market development strategy and a winning marketing mix solutions anchored in Consumer, Market place and competition Insights.
- Define, shape, and lead the agenda on Consumer centricity, Trend spotting, Business Intelligence, Advance analytics, Innovation development, Media and Retail. Critical experience in decoding deep consumer behavior, Semiotics, Brand, communication and Innovation development, AI, Digitization of tools and capabilities.
- Strong leadership quality, ability to work across multiple markets and good influencing and stakeholder management skills required
Responsibilities
1) Strategic Leadership and commercial thinking to Drive Growth:
Responsible for enabling the development of disruptive, differentiated Brand, communication and activation solutions across Foods and Bevs’ portfolio based on deep consumer, category, competition understanding/ Lead development of key brand growth initiatives to deliver the Pepsico Beverages / Foods Business targets.
2) Brand/ Product Innovation and Commercialisation:
Partner closely with the Commercial and category teams by providing marketplace and consumer Insights that shape the development of portfolio, brand and innovation strategies.
Enable agile, differentiation innovation thinking anchored in Insights
3) Advertising, Creative Development & Consumer Promotions:
Ability to decode deep cultural, human, category tensions / drivers that guides development of strong Brand positioning and communication platforms. Partners with category teams to build differentiated engagement models for brands
4) Joint Business Planning:
Partner with commercial, category teams to develop compelling customer Joint-business plans to unlock category/ Brand growth
5) Insights:
Synthesise data across multiple sources (Consumer, Company, Competitor, Customer and external) to guide Insights driven Strategies for growth.
Develop frameworks and tools to enable Trend spotting across consumers, category, Competition
and Identify the most critical micro and macro trends that signal future growth.
- Setting the research agenda, designing, and approving research to answer business issues, managing ongoing tracking, the research budget, and the relationships with research partners. Leads and plans all consumer research and the selection and management of insights Partners.
- Ensure all consumer and market knowledge is distilled into clear, actionable summaries and implications and is communicated widely, frequently and persuasively
- Should have the ability to work with and develop new-age, agile Insights solutions based on AI, Digitisation
Qualifications
- Sharp analytical mindset and capability to handle, curate and manage large data sets towards generating Insights and Foresights
- Ability to decode deep consumer understanding through Empathy, Semiotics, Human Insights
- Ability to triangulate Machine learning with Human Insights towards Trend Spotting
- Commercial thinking mindset and proven results on translating insights into action
- Good presentation and storytelling capability
- Strong leadership, Influencing skill, Senior Stakeholder management
- Advance in multi-tasking skill & work well under pressure
- At least 10-12 years of proven functional experience
- Commercial Savvy – ability to work with senior team & challenge/ partner with them in strategic decision.