Shopper Marketing - Cereals and Convenience at PepsiCo

Job Description
Main Purpose

To lead the Shopper Marketing agenda for the *Foods (excl snacks) categories across all channels and key customers. Embed a shopper centric approach in customer strategy and sales execution

Accountabilities

COMMERCIAL

• Work with DX Insights team to ensure insights led / shopper centric thinking in all customer, category and commercial initiatives, enabling a ‘step change’ in engagement with key customers – across all channels
• Work with category team to translate shopper and category insights /brand strategy into customer growth opportunity (which channel to invest, optimal storelist, etc)
• Comprehensive understanding of the customer landscape, competitors and shoppers
• Build an indispensable partnership with senior customer contacts by identifying category & shopper opportunities.
• Lead and support customer team providing relevant, timely and integrated solutions that shape and impact the category & PepsiCo growth.
• Understanding of competitor and other categories to leverage best practice within the market place
• Utilise the Shopper Marketing Pepsi-co- way’s processes and tools to embed a shopper centric approach in customer strategy and execution.
• With support from Channel and Marketing team, lead the development and implementation of the Shopper Marketing Plan, including the development of POS material.
• Represent Shopper Marketing team in all relevant Foods projects and meetings; disseminate information, provide input and feedback i.e. sales, execution, customer, shopper and category
• Continuously seek opportunities to co-create activation with all channels to drive specific occasions to enhance shopper engagement and drive conversion, by channel and category

EXECUTION

• Esure transformation of in store execution and exceptional tools for sales teams to execute with (ie storelist, one page summaries, EDGE principle adherence ad application)
• Lead execution strategy that supports category growth initiatives and shopper strategy to influence in store along the Pathway to Purchase
• Create execution process communicating execution objectives and timelines.
• Embed the EDGE principles in the day to day operations of Shopper Marketing
• Own booking of media logistics and budget management, ensuring strict COSO Compliance
• Drive efficiencies on merchandising E2E creation and tracking
• Liaise with 3rd party suppliers and merchandising manager to ensure optimal POS solution for activations, embedding shopper insight and best practise to drive engagement and shopper conversion
• Engage multiple stakeholders (internal and external) to ensure alignment and customer centric tailoring of in store activations.

AUDIT COMPLIANCE

• Project and budget management with strict adherence to COSO and applicable Pepsico Policies

Qualifications/Requirements
Key skills / Requirements

• Relevant Degree
• Project Management
• Results oriented with robust planning and follow up skills
• Functional Experience: 5 years of experience as a project leader or similar preferably in the Trade / Shopper Marketing area
• Solid business and industry know how
• Analytical capabilities and the ability to see profitability opportunities and transform those opportunities into actions
• Ability to understand the impact of scenarios in his/her own realm of responsibility and the impact to stakeholders
• Collaboration
• Agility
• Empathize with the Consumer
• Intellectual Curiosity