Insights Director

Overview

An overview working as an Insight Director at PepsiCo:

You will be responisable to identify, enable and optimize growth for PepsiCo NABU by partnering with the Business leaders in developing commercial unlocks based on sound understanding of consumers, category, competition and Business models. Leverage and adopt global insights capabilities and develop innovative, agile ways of trend spotting across consumer, category, competition to fuel the product pipeline on an ongoing basis.Work closely in the matrix environment with Business leaders, Insights leaders across geos/ global to import learnings to Saudi beverages and foods portfolio.Develop and manage insights team to ensure consistency and learning and support the leadership team through data based decision making. Partner with marketing team on crafting AOP and strat plans that are consumer centric and serve PEP growth ambition

Responsibilities

• Define and lead long term (Strat Plan/AOP) category growth agenda of BU to ensure growth ahead of competition
• Drive a consumer-centric culture, building a strong sense of empathy.
• Influence stakeholders across the organization to ensure consumer centricity in commercial plans.
• Leverage and adopt global insights capabilities.
• Develop capability to drive Business, Market Intelligence, and predictive models for accurate forecasts.
• Enable the Business to develop commercial unlocks based on deep consumer / category understanding
• Enable quick, agile innovation thinking based on consumer, category understanding
• Lead creative content insights generation and testing - partner with marketing teams to ensure PO1 creative briefs are based on insights and reflect consumer tensions and brand personality.
• Lead the definition and deployment of insight programs to validate communications and innovation plans via ADA, advise brand teams of risks and implications for informed and timely decision-making in conjunction with the Sector and BU insights community.
• Partner with commercial and category teams to develop compelling plans to unlock PO1 category growth
• Tracks and monitors the brand health of PEP and competition through BBE, equity tracking and customer feedback
• Partner with revenue management teams to unlock pricing plans that are applicable within the market competitive landscapes and also support PEP profitable growth
• Set and lead an insights agenda to enable development of future growth opportunities for the brand and category.
• Understand all levers of brand growth and translate insights and analytics into strategies that will deliver growth, innovation, profitability, and market share gains.
  
  

Qualifications

• At least 12 yrs of proven functional experience (Insights, Market research, Strategy)
• Sharp analytical mindset and capability to handle, curate and manage large data sets towards generating Insights and Foresights / Ability to triangulate Machine learning with Human Insights towards Trend Spotting
• Ability to think Strategically, bring consumer and commercial understanding together
• High Commercial Savviness - ability to work with senior team & challenge/ partner with them in strategic decision.
• Exceptional communicator (verbally and written) - Ability to tell a story, synthesize and convey key messages and present in a visual and compelling way
• Strong Influencing skill and management skills
• Proven collaboration abilities, strategic thinking, and leadership skills