Shopper Insights Manager

Overview

This role will lead the execution of "Shopper Insights" agenda to strengthen instore presence, help to inspire shopper-centric trade plans and thus to drive growth in all channels.

Responsibilities

• Flawless execution of "Shopper Insights Agenda" to generate key shopper insights to drive growth in all channels (Traditional Trade, Organized Trade, Discounters, E-Com, AFH) and support Shopper Insights head to hardwire outcomes to help drive category management and shopper marketing strategies & plans

• Develop key shopper insights to fuel shopper-centric value creation and rich in-store insights to improve instore presence and accelerate growth in all channels

• Develop customer specific in-depth shopper understanding to define insight-based category opportunities and strengthen customer relations and enable sustainable growth in key customers

• Support Shopper Insight head for developing best in class capabilities in Shopper Insight through executing key projects, collaborate with Europe Sector teams to lift & shift projects / knowledge and help to transforming those insights into breakthrough knowledge that underpins annual planning processes

• Fuel system with rich Insights and support Shopper Insights head to become "Indispensable Business Partner" for all commercial stakeholders including Sales / Shopper (Trade) Marketing / Marketing / Channel Strategy / Category Management teams to enable brand and sales priorities

Key Deliverables of the Role:

• Support Shopper Insight head to drive Shopper Insights agenda in the organization, building solid channel specific shopper understanding and foundations

• Make sure Shopper Insights is a part of decision-making process in the organization via leveraging retail and shopper insights into strategic and operational recommendations

• Frame and re-frame business questions from stakeholders and gain alignment to ensure the right questions are addressed, and the answers are commercially actionable.

• Leading on-going and ad-hoc shopper / retailer research (from design process to agency management) addressing strategic business questions based on Annual Commercial Plans.

• Translating data/ research results into clear & actionable insights influencing commercial teams on business decisions and strategy

• Providing instore insights on improving in-store visibility and merchandising efficiency to boost category purchases and thus to fuel Perfect Execution

• Clearly define Purchase Decision Hierarchy of the shopper by category, to understand the major success factors in the category (derived satisfaction survey, in-store decision tree)

• Develop understanding of different shopper profiles in key customers through specific research

• Based on the agenda, driving continuous evaluation of shopper and retail trends to identify growth opportunities, to build a competitive advantage.

• Fueling cross-functional teams such as Marketing, Sales, Category Management and Trade Marketing with key shopper insights to shape shopper / channel / customer development programs

• Embracing new research methodologies & techniques to secure differentiating insights to the business and the market

• Elevate organizational capability through sharing best practice, training and acting as shopper ambassador

• Managing Shopper Insights budget efficiently, and effectively, to maximize return on Shopper Insights spending.

• Third-Part Management: According to internal standards and procedures, managing resources effectively to deliver strong business results, leading contract negotiations and maintaining winning relationships with Research Agencies to ensure Company's interests are in place at the most beneficial level.

Qualifications

• Min 4-5 years-experience in Insights, Shopper/Trade Marketing, Category Management in a FMCG company (retailer or agency experience is a bonus)

• Strong Insight Capability, preferably in shopper insights, retail audit, consumer panels etc.

• Understanding of analytical tools and knowledge of statistics. Highly numerate with 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.

• Ability to combine data, judgment, and experience to make effective decisions in complex situations and when there is a lot of uncertainty or ambiguity.

• Strong communication and presentation skills to be able to clearly distil a lot of complex data and information into actionable insights for the marketing/business. Ability to convert complexity into simplicity, emphasizing the broad picture and picking out key detail

• Ability to manage, coach and develop agencies/people

• Experience in developing and maintaining relationships with external agencies

• Proven ability to collaborate with a broader group, high communication skills

• Fluent English&Turkish

*How we shop, where we shop, and why we shop are changing rapidly as the retail landscape undergoes significant change. If curiosity about shoppers excites you and you aspire to drive a business through thought leadership, then PepsiCo wants you as our next Shopper Insights professional.