Consumer Insights Manager




İstanbul, Turkey


Position summary


  • General

    • Summarizes data, Interprets results from analyses, and prepares study findings and translates findings into actionable insights and learning points for internal partners and management
    • Works together with analytics team in monitoring and reporting results from tracking studies, other syndicated data sources, and primary guest research
    • Integrates findings from multiple studies and sources of research to present a complete picture
    • Applies an understanding and knowledge of consumer, market, and industry trends to work activities
    • Manages resources, tasks, contracts, scope, and budgets for projects
    • Manages vendor partners and research agency relationships
  • IBP Process

    • Brand performance analysis
    • Brand growth strategy development
    • Behavioral growth targets development
  • Brand Insights

    • Brand equity evaluation
    • Identify Strength and Opportunity Areas
  • Content Validation

    • Consult create team on creative brief development
    • Co- lead development of test stimuli
    • Execute ADA validation
    • Develop recos for optimization
  • Concept Validation

    • Consult create team on creative concept development

    • Co- lead development of test stimuli

    • Execute concept evaluation / validation

    • Develop recos for optimization


Ideal candidate should have a mix of 3 backgrounds:

  • Consumer Insights - to understand how to define certain types of audiences that fit to brand`s targets and how brands work with their generic and specific target audiences (growth targets definition, audience segmentation and prioritization, communication development for specific target audiences etc.)
  • Analytical background - to be clear how to work with different types of data / analytical-minded approach and attention to details
  • Good leadership skills are required to manage internal stakeholders (leadership team, brand team, media team, insights teams and external data suppliers)and lead development of own team.
  • Good communications skills are required to explain complex structures and problems to broad audience of vendors and internal stake holders.

Why you should apply for a job to PepsiCo:

  • Ranked as one of the Best Companies for Women in 2019

  • 4.2/5 in supportive management

  • 78% say women are treated fairly and equally to men

  • 78% would recommend this company to other women

  • 87% say the CEO supports gender diversity

  • Ratings are based on anonymous reviews by Fairygodboss members.
  • Work that Works program offers balanced independence & support to create a flexible, adaptive and productive working environment

  • 6 weeks of paid Parental Leave to new moms and new dads after the birth or adoption of a child

  • Center-based and in-home, back-up childcare is available for up to 15 days per year per employee