Job Description

Responsibilities:

MAIN PURPOSE

This role will drive the development of BU’s insights into the shopper at the point of purchase by leading, designing and executing shopper behaviour studies and other customer focused research that support PepsiCo’s strategic platforms. This role leads category strategies governance and capabilities based on category insights and trends and aligns these insights to PepsiCo brands to drive category and market share

KEY ACCOUNTABILITY

Research & Insights

• Design and execute shopper / customer focused research studies that supports the BU strategic platform
• Lead in shopper research projects, taking insights and transferring them into category growth opportunities for key customers/ weighted outlets
• Develop customer centric selling of calendar initiatives, defining category opportunities and tactics to win within key channels and drive Category and Customer/PepsiCo profitability
• Perform shopper data analytics to create clear and focused blueprints for growth, with key milestones/KPIs for cross functional teams to track and deliver against, shopper & execution dashboards

Category Management

• Activate the insights based 360 category management process with retailers to drive category growths
• Lead and execute the Category Management plans with the retailers in partnership with the CDMs/MT Lead
• Enable development of insight led selling stories/rational for key launches/ In-store programs or in-store execution
• Engagement with key stakeholders to ensure execution of optimal in-market execution

Customer

• Comprehensive understanding of the consumer and channel landscape
• Build an in-depth understanding of consumers and channels, act as the voice of the customer internally to shape business thinking by understanding and monitoring the marketplace
• Trade visits -understand market and competitor activity
  • • Broadsheets and media etc.
    • Industry news articles/ Account websites
• Understanding of competitor and other categories to leverage best practice within the marketplace for growth
• Ensure insights led / shopper centric thinking in all commercial/trade initiatives

Trade assets & POSM management

• Develop design for TT trade assets & POSM to maximize sales and optimize ROI
• Work on innovative solutions for POS Racks to solve for space constraints, enhanced NPD visibility, while keeping in mind shopper behaviour, leading to augmented impulse purchase
• Leverage shopper insights to develop planograms for all TT trade assets in line with the business agenda & driving KPIs

Capability Build

• Build capability/understanding of insights and cat man within the BU
• Connect, develop, and share best practices, from around the world
• Develop playbooks to align and evolve category management activation impact.

"#Locations: Gurgaon, India" Qualifications:
Key Skills

• Knowledge of shopper insights in research or retail chain; should have a good grasp of data & analytics

• Experience in Sales is an added advantage