Consumer Insights Director, China Foods

Shanghai
Permanent
Full-time

1 month ago

Overview:Role Purpose:Identify long-term growth opportunities for the category in the region, liaising with other Category Insights Leads & Global partners to ensure a “common currency” approach and consumer frameworks for the identification & prioritization of opportunities. Assess consumer and market trends, including implications and recommendations for innovation, brand equity growth and communications effectiveness. Work effectively with Shopper Insights & Commercial teams to convert category growth plans into strong shelf execution. Facilitate day to day business decision making for BU category leads by delivering opinions that impact business drivers, providing KPIs that measure progress, and leveraging systems that streamline communication. Responsibilities:

Develop innovation, commercial, brand building insights to drive business and category strategies

Pull through global brand-building strategies into local geographies and ensure execution

Localize strategies and programs as needed and agreed upon by Region Category Leads and Global Insights Category Leads

Manage projects within own category/brand/demand space

Bring voice of the business / category back to the Global Insights Category Leads

Translate specific category strategies into Insights plans & actions

Guide BU leadership by translating relevant insights into commercial strategies to drive growth

Build frameworks that identify where consumer demand meets portfolio and commercial strategies

Build / evolve propriety demand spaces / growth terrains frameworks at P01 and key category level

Qualifications:

Excellent verbal and written communication skills in both Chinese-Mandarin & English, especially PowerPoint

Prioritize analyses through hypothesis-building and identifies key issues

Go beyond the obvious to identify analytical driven insights and deliver clear action plans for the business

Strong collaborator and relationship builder, with ability to influence across the organization as well as external partners

Understanding of PepsiCo business in region

Differentiating Competencies Required

Equity health and growth

Communications effectiveness

Innovation testing & success

Quality of demand space mapping tools and frameworks

Application of demand space mapping in region

Quality of business decisions made as a result insights & opinions

PepsiCo

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