Shopper Insights Lead – Snacks, Beverages, Foods - Pepsico Park CDC Snacks at PepsiCo

Responsibilities

What we’re looking for:

• Build and drive ubiquitous availability in Modern Trade and Traditional Trade
• To co-create and execute customer centric solutions for the MT and TT channels and customers which will enable growth acceleration for PepsiCo, winning versus completion and be seen as a trusted advisor by customers as per Advantage Monitor (TAG) priorities.
• To create and enable implementation of toolkits for key strategic priorities, namely Category Visions, EDGE shopper principles, Category Development Fund (CDF), Po1 & Ubiquitous Availability in TT and digitization & automation.
• Overall, the role will enable the elevation of standards from ‘foundational’ to ‘good’ and ultimately to ‘best-in-class’.

Thought Leadership (internal & external)

• Build category growth plans to enable Sales team to sell PepsiCo ideas to customers that will drive joint growth for PepsiCo and customers
• Analyse multiple data sets to provide category insight on drivers of performance of both the overall category and top MT customers, providing benchmarking, strategies and potential tactics to capitalise on mutually beneficial growth opportunities.
• Create customer centric category visions leveraging the DX operating model (Identify, Engage, Convert, Optimize) to gain alignment and support from stakeholders, both internally and externally to enable Category Thought Leadership and long-term partnership
• Support customers on long term strategy reviews with end-to-end connected plans that incorporate shopper insights, category management and shopper marketing suite

Shopper Drivers Insight

• Lead detailed shopper PDT researches which builds a holistic understanding that enables shopper merchandising strategy
• Develop shopper and customer driven channel taxanomy, definitions, features and prioritization
• Developed shopper led clusters utilizing multiple shopper and category data sources
• Develop shopper profiles for all key categories

Category Drivers Analytics

• Lead detailed analysis of category drivers (share of voice, distribution, share of display, price & promo) which builds a holistic understanding of performance drivers
• Provide category assortment analytics and insights to highlight Most Valuable SKUs, Core SKUs, Niche SKUs and Least Valuable SKUs that drive actions with retailers which will w pack type / size introduction, delist and price increase/decrease opportunities which will maximize the market share, revenue and volume.
• Work closely with RM Strategy team with regular price range analysis, define hot price points, monitor category / brand performances within price ranges, highlight bestselling SKUs for each range and identify opportunity areas to gain competitive advantage in market.

Pricing & Promo Insights

• Develop insights on pricing and promo – impact of shoppers, customers, category etc.
• Partner with NRM to implementation of key SA NRM Insight projects (price tiering, etc)
• Support development of category, customer & shopper story for price strategy
• Identify opportunities for PEP and shopper/customer and influence for actions to be taken
• Linking pricing strategy & price tier management with Occasions, Channels, Shopping Mission/Region.
• Provide customer and channel insights to highlight new pack type / size introduction, delist and price increase/decrease opportunities which will maximize the market share, revenue and volume.
• Work closely with NRM Strategy team with regular price range analysis, define hot price points, monitor category / brand performances within price ranges, highlight bestselling SKUs for each range and identify opportunity areas to gain competitive advantage in market.
• Partner with NRM Director and NRM team to develop strategies and play a crucial role to ensure their implementation and tracking
• Represent Shopper Insight team (on behalf of DX) in quarterly NRM councils
• Deliver share of voice analytics. Ensure on-going integration of results with revenue management team to enable fact-based decisions on pricing strategy and potential pricing actions. 
• Build outside in perspective, via understanding external factors and category / competitor promo analysis

Qualifications

What will qualify you for the role:

Tertiary Qualification in a Commercial, Business or Statistical field coupled with previous exposure to FMCG environment (Understanding of the retailer landscape, and instore challenges) and at least 5 years’ experience across data analysis, strategy creation, category management.

Insights leadership:

• Provide data-based, strategic, shopper-centric points of view to inspire deeper shopper understanding within PepsiCO. 
• Communicate the voice of the shopper including attitudes, behaviors, motivations, barriers and triggers.
• Connect the dots to build integrated, inspiring and insightful category growth stories to inform business decisions.
• Offer foresight rather than just insight, helping to shape the future through strategic thought leadership.

Shopper Analytics & Data proficiency: 

• Proficient at analyzing and utilizing sales, panel/shopper, and social media data to understand the performance and health of the business
• Proactively identify business opportunities, help solve current problems and inform solutions

Research acumen:

• Research expertise to develop effective, efficient learning plans and selecting fit for purpose methodologies.
• Interpret and synthesize information across data/analytics platforms, primary and secondary research, trends, social media data, e-commerce and existing learning. 

Strategic consultant:

• Demonstrate holistic thinking, strategic agility and thought leadership with all levels of stakeholders.
• Develop strong collaborative partnerships with stakeholders to proactively identify business challenges and opportunities. 
• Identify foundational and customer-specific knowledge gaps and create and lead a research agenda to deliver actionable insights.

People & Relationship Management:

• Experience in developing and maintaining relationships with external agencies.
• Proven ability to manage a matrix organization (cross-functional / cross-border), collaborating and influencing, actively seeking the input of others to gain broad alignment to ideas, communicating direction and influencing decision making to move teams towards a common goal.

Other skills & key behaviours:

• Problem-solving skills
• Interpersonal and influencing skills
• Teamworking skills
• Written and verbal communication skills to take others with and act on asks
• A methodical and logical approach
• The ability to plan work and meet tight deadlines