Business Analytics
- Set the agenda to deliver world class Analytic Insights capabilities and knowledge for the countries, and embed into the business to drive top and bottom line
- Lead and enable others to provide the transparency on marketplace performance and a clear understanding of the drivers, drawing out clear implications and highlighting threats and opportunities via integration and interpretation of multiple data sets (Retail Audit, Panel, Loyalty, Market Mix Modelling and Brand Tracking Data).
- Plays a lead role in helping PepsiCo “Bring The Outside In” via integrating and bringing to bear external information and trends to give business broader perspective of external environment and an integrated pov on what this means for PepsiCo
- Delivers/enables a rigorous situation analysis that integrates and interpret key external knowledge from multiple sources to identify key opportunities and threats and ground Annual Operating Plans and Innovation & Growth Plans
- Implement harmonization of share data across countries with Global Track to enable new Operating Model.
- Deliver capability to forecast market & category growth and shares and leverage to guide Strategic Business Plan and budget.
- Pilot advanced ROI analytics across Trade and A&M, and embed to optimize future spending, for maximum return
- Establish Innovation tracking approach and benchmarks, and leverage learnings to improve success of future innovation
- Sets clear direction and leadership for PepsiCo external information /data strategy, managing for information fit, quality and ROI
- Support commercial teams by building market insight capability/access that helps shape and impact portfolio, brand and innovation strategies, plans and activities
- Proactively develop, harmonize and embed Best Practice Market Insight techniques, tools and methodologies across countries
- Ensure all market knowledge is distilled into clear, actionable summaries and implications and is communicated widely, frequently and persuasively
- Build & manage strong partnerships with best in class Analytics Agencies, and leverage as extensions of Insights to further capacity and impact, as well as to continuously stretch the Analytic Insights agenda
- Lead/partner in pan-European Analytic Insights interventions that are also of key relevance for the countries in his/her scope, to build best in class capabilities , and enable leverage, efficiency, and scale.
- Build strong relations with Analytic Insights heads in other European markets to lift and shift best practices.
Shopper & Customer & Pricing Insights
- Lead Shopper Insights agenda, build solid shopper understanding and foundations, making sure that Shopper Insights is an integral part of decision making process.
- Lead application of P3 to drive pack/price strategy and maximize topline and bottom line.
- Lead application of Granular Demand Analytics to drive differentiated Customer solutions.
- Identify and evaluate shopper driven opportunities for growth to influence budget strategy and priorities.
- Lead continuous evaluation of shopper and retail trends to identify growth opportunities and shape and influence Category Management plans.
- Leads on-going and ad-hoc shopper/ channel/ customer insights research projects with regards to specific objectives focusing on Sales optimization at PoP (Planogram, location/ placement, visibility, in-store promotions and communication), customer-specific partnering initiatives, and customer satisfaction.
- Provides specific recommendations based on shopper insights for Innovations development and implementation; drives NPD performance understanding in trade from shopper perspective.
- Provides actionable recommendations on optimization
- Drives Shopper Insights agenda across the different departments, ensures cross-functional cooperation and communication with Mktg, Sales, Category Management and Trade Marketing function to support shopper/ channel/ customer development programs, ensure common business performance understanding and focus against aligned objectives
- Present key Shopper Insights to Customers to drive superior partnership and in-store presence.
- Leads training program on the effective use of Shopper Insights tools and results to drive capability of Shopper insight understanding in the company
- Manage Shopper Insights budget efficiently, and effectively, to maximize return on Shopper Insights spending.
- Provide best in class development to direct report through day-to-day coaching, enrolment in relevant training events, and career planning.
- Proactively develop, harmonise and embed Best Practice Shopper/Customer Insight techniques, tools and methodologies across countries
- Ensure all Shopper knowledge is distilled into clear, actionable summaries and implications and is communicated widely, frequently and persuasively
- Build & manage strong partnerships with best in class Agencies, and leverage as extensions of Insights to further capacity and impact, as well as to continuously stretch the Shopper Insights agenda
- Build strong relations with Shopper Insights heads in other European markets to lift and shift best practices.
Requirements
- Min. 10yrs of experience in related area (insight, commercial, finance, analytics etc.) with min.5yrs of management experience
- Market insight technical mastery expertise – significant experience and understanding across the full breadth of market insight techniques – (retail audit, consumer panels, loyalty data, market mix, brand/ad tracking, trends, segmentation)
- Very strong analytical thinking with proven ability to connect data & insight from category consumption, brands drivers, macro & micro trends, and future forces of consumer change and deliver clear outlook scenarios along with implications for the business.
- Proven ability to turn the complex into the simple, to cut through and focus on what really matters and tell simple story
- Strategic leadership with proven ability to connect dots across portfolio/over time to identify systemic shifts in trajectory and deliver strategic solutions & recommendations.
- Proven influencing and perseverance skills to tailor recommendation to the needs of stakeholders and effectively engage them to obtain commitment and drive impact.
- Ability to create organizational priorities and alignment to ensure the most critical data is purchased and addressed across the organization.
- Ability to guides the organization to create frameworks that interpret marketplace intelligence as well as coach and guide others across the organization on the integration of new frameworks into the business.
- Ability to sponsors and guide the creation of a comprehensive situational assessment that “clears the clutter” to focus on the most critical knowledge and grounds and drive strategies across a business unit.
- Ability to lead, manage, coach and develop agencies/people
- Operates effectively in matrix relationships across organisational boundaries