Менеджер по исследованиям покупательского поведения / Shopper Insights Manager

Компания "PepsiCo"

Responsibilities:

• Lead understanding of shopper attitudes/behaviors and in-store conditions:

· Develop shopper understanding by category/channel through designing & executing specific shopper research projects in cooperation with agencies (Decision tree, Path-to-Purchase, Shoppers immersion, Layout tests), incl. shopper behavior in omni-channel market;

· Lead on-going and ad-hoc shopper/ channel/ customer insights research projects to understand of macro shopper and customer trends, shopper segments, shopping missions, purchase barriers/ triggers and strongly influence Category Vision Development

· Develop understanding of the different shopper purchase patterns & profiles in the key customers through transaction data analysis (EYC, etc), continuous Shopper data sources (HHP, etc) and specific researches (Loyalty Card programs);

· Identify how to drive shopper KPI’s based on shopper behavior trends, incl consumption patterns specifics by channels;

· Ensure shopper insights to drive category growth via in-store presence development (main shelf visibility, display efficiency & impulse zone activation, assortment & layout)

· Partner with PO1 Category insights on understanding future category and PEP sales development

• Defining Strategic Shopper&Customer growth Opportunities:

· Lead understanding of shopper & market trends, drawing out clear growth issues at customer level, drive solutions and strongly influence WCCE

· Transform in-store shopper research findings into category / customer category development action plans;

· Deliver Shopper insights based and human centricity approach into Category visions, Strategic Selling stories and their customization for key Customers.

· Deliver Situational assessments addressing Key Business Questions on Shopper behavior across PO1, ensure full integration of all available external in internal knowledge sources into one compelling story;

· Partner with PO1 CatMan and Perfect Store to translate shopper insights and trends into actions to deliver category growth

• Drive return on Insights investment & Holistic cost management:

· Lead education of all X-functions on DX Insights tools and capabilities;

· Proactively share and drive lift & shift of DX insights findings from other markets / categories / customers;

· Lead contract negotiations and maintains winning relationships with Research Institutes to ensure Company’s interests are in place at the most beneficial level;

· Involve Research Institutes in internal workshops making them a strategic business partner to drive the highest level of quality and cost efficiency.

• Trusted advisor:

· Secures trusted advisor status, influence channel and customers’ strategic decisions and shopper agenda through F2F interaction

· Build close relationships with Senior stakeholders building trust and influencing skills

Requirements:

• 5+ years of experience in Insights / Analytics / Consumer/Shopper/ Category Management in a leading FMCG company and/or Retailer and/ or Research Agency;

• Education: Bachelor+ degree in economics, sociology, math, marketing or management;

• Knowledge and practical experience with a wide scope of research methodologies and techniques (retail audit data, qual&quant research methodologies etc);

• Ability to frame problems smartly and understand the key decisions/people we must influence;

• Ability to build deep trusting, collaborative relationships and create strong interdependencies;

• Ability to manage agencies/people and projects;

• 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;

• Budget management background;

• Upper-intermediate English;

• MS Office – advanced user (PowerPoint, Excel);

• Knowledge of finance, revenue management and statistics is a plus;

• Ability to synthesize insights into customer/internal messages and generate actions

• Positive, dynamic, high energy person;

• Experience in developing and maintaining relationships with external suppliers and high level stakeholder

• Strong facilitation and questioning skills, including flexibility in approach to problem solving and ability to push beyond the obvious to spot ideas and find innovative and better solutions

• Ability to synthesize, simplify & persuasively communicate highly complex findings to focus on the critical issues and actionable growth opportunities

• Good presentation and project management skills

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