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
- SOM
- 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
