Consumer Insights Associate Manager (All Food Brands)

JOB_REQUIREMENTS

Hires in

Not specified

Employment Type

Not specified

Company Location

Not specified

Salary

Not specified

Overview:

Are you ready to explore PepsiCo and be part of this iconic multinational?

PepsiCo's strength is its people. Around the world, we're working hard to give people the tastes they crave and the nutrition they need. We dream globally and act locally, constantly innovating to sustain our planet, our people, our communities, and our business practices for winning together. We are committed to Performance with Purpose; pushing to be best and fully committed to the people we share the planet with.

Seize the day for real life on the job Learning? Enjoy some flexibility that will ensure you are balancing your personal and professional life?

Our employees are at the heart of PepsiCo. Through the Company's dedication to Talent Sustainability, we continue to support the development of employees.

We are looking for a Consumer Insights Associate Manager (All Food Brands) to join our Marketing team based in Istanbul. The individual will be responsible for Consumer Insights Associate Manager (All Food Brands) and directly report to Senior Consumer Insights Manager.

A Space to Be You

PepsiCo is an equal opportunity employer. We are committed to providing an accessible, inclusive, open and welcoming workplace environment for people with different abilities, backgrounds, lifestyles, sexual orientation, gender identity, needs and expectations, helping all individuals to make the most of their professional potential.

Responsibilities:

Role will lead the “Brand Insights”, “Content Insights” and “Growth Insights” projects and processes for all food brands to drive growth for all channels via co-designing Brand Growth Strategy, developing and strengthening consumer insights, optimizing the create calendars, validation of creative ideas for communication for all food brands, leading ICP process, developing and managing tools and learnings. Main Objective: Catalyze short and long term growth thru designing Insights-led strategy, improve standards of brand communication, designing and optimizing the portfolio.

Brand Insights:

Develop brand positioning and strategy insights by analyzing and understanding the functional and emotional foot print of all food brands brand, role and source of growth. Emotional territory and communication style of all food brands and competition and feeding the learnings into brand development and ICP processes.

Content Insights:

Creative and Content Development:

Lead and execute validation and optimization of creative concepts by identifying test tools and methodologies, ensure evaluation of all ideas vs norms/Action standards. Identify optimization opportunities and co-lead development with brand create teams. Provide consultancy on concept development stage according to meta-learnings.
Lead and execute pack design tests by identifying test tools and methodologies, ensure evaluation of all new pack design vs norms actions standards. Evaluate all pack design according to visibility, desirability and fit to brand, identify optimization opportunities and feed into brand development process.
Lead and execute new creative idea tests by identifying test tools and methodologies, ensure evaluation of new creative ideas vs norms/ actions standards. Evaluate creative ideas according to fit to brand, fit to strategy and growth potential, identify strength and opportunities and optimization actions.

Content Qualification Insights:

Lead validation process of all brand hero content utilizing the ADA tools, evaluate all vs action standards, identify short term growth and long term brand power potentials, optimization opportunities and provide reco for create teams.

Qualifications:

University degree
At least 8 years of insights experience
Have proven examples of leadership & influence skills
Have strong time management capabilities
Fluent in English and Turkish
High ownership
Trustable team player
Stake holder management from different backgrounds
Analytical thinking & story telling via merging different sources
Ability to have multitasking muscle
Have quick adoption on changes
Project Management – have robust experience of managing multi functional processes with multiple senior stakeholders.
Strategic Insights – have a good command on how to generate and interpret big scale consumer insights, data and mega trends and their impacts on consumers and categories to develop actionable insights.
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

Similar jobs