Insights Assoc Analyst
- Employer
- PepsiCo
- Location
- England, Berkshire, Reading
- Salary
- Competitive
- Closing date
- 18 Jan 2022
View more
- Business Sector
- Food & Drink
- Contract Type
- Permanent
- Hours
- Full Time
- Function
- Marketing
You need to sign in or create an account to save a job.
Job Details
Role & Responsibilities
This person will support the Marketing Insights Agenda for Doritos & Portfolio Snacks Brands (Sensations/ Pipers) for the UK BU
This role plays a key support role in driving a consumer-centric agenda across these brands by ensuring that:
- Brand strategy is rooted in consumer growth opportunity and aligned to portfolio strategy
- Brand Purpose and Equity initiatives are aligned to consumer trends, needs and driving towards the category/brand job to be done
- Big brand idea and annual campaign activation is tapping into deep meaningful/ unspoken human-insight that has the potential for strong breakthrough, executed brilliantly
- Innovation agenda is in service of the consumer problem to solve, brand purpose/strategy, and allows us to deliver on the category or brand growth objective
Specific responsibilities include:
- Playing a key support role in delivering the Marketing pillar of UK Insights for Doritos & Portfolio Snacks brands, integrating seamlessly with other UK Insights pillars / leads to ensure Insights for these brands are joined up and end-to-end
- Brand Insights - Purposeful positioning; Visual identity development; Brand Growth Strategy; Brand Equity tracking to drive strategy; Connecting brand agenda to portfolio roles/strategic growth platforms to ensure activations/activities are in sync with driving overall portfolio growth; identifying and designing category foundational research to better understand human drivers in brand portfolio space.
- Content, Media & Audience Insights - Creative & Content development, rooting in deep/unspoken human insights and developing through qual / quant qualification; Helping to deploy Media Insights (eg: ROI) and inform addressable Audiences; Leveraging sector/global meta intelligence to continue optimizing creative executions over time. We are particularly interested in speaking to people who have experience in / passion for media insights and delivering ROI to the business.
- Innovation Insights - Opportunity exploration to understand JTBD; Territory development; Ideation & idea development; Innovation screening, qualification and executional development (eg: messaging, claims, flavours); helping to brief innovation performance tracking
- Supporting the lead business partner, who owns the Marketing Insights stakeholder relationship for Doritos & Portfolio Snacks brands, helping to make sure the Ad Hoc Marketing Insights budget for these brands is managed appropriately
- Upskilling in learning agenda & research deployment: supporting the development and deployment of the right learning and research agenda for Doritos & Portfolio Snacks brands to achieve growth objective, across Brand Growth Strategy, Innovation and Comms/Media
- Building strong connectivity to Global/Sector Insights Teams and Resource: Utilizing all key Insights capabilities to best answer research briefs; helping to inform the right growth opportunities and innovation unlock for H2/3, sharing and learning from best practice
- Strong interest and desire to develop in Brand, Innovation & Comms Insights: curious and passionate about Consumer understanding to unearth pivotal Human & Cultural Insights and feeding fame-driving Brand, Innovation & Comms development
- Ideally some experience in delivering Insights across Brand Strategy, Innovation & Comms lifecycle: Establishing foundational & strategic brand insights to pin point & unlock sources of growth; Innovation development from inception to commercialization, deploying best research approach at each stage; Feeding content and media with the right foundational & developmental insights to achieve great in market execution
- Passion for the Consumer, Brand Building and Capability expertise: learning how to represent the voice of the consumer across complicated internal perspectives or category/ customer driven conversations; driven to build fame-driving brands that move people; hungry to learn and deploy the latest Insights capabilities internally and externally to PepsiCo
- Developing business partnering & Influencing abilities: excellent communication skills; working with stakeholders to frame the problem and get clarity on agenda; proactively drive clarity with good questions to unlock potential tensions and define success; deep understanding of what moves stakeholders and what is important to them
- Developing methodology & Project delivery Experience: becoming comfortable across different research methodologies (qual, quant, cultural insights etc.) and determining the right methodology for the issue; managing research projects with quality, whether hands-on or through external agencies; ideally experience in using Ada (PepsiCo's digitized suite of testing tools); ideally basic understanding of business intelligence, analytics and continuous data; learning to create high-impact communications (eg: presentations, emails) with clear, compelling, credible and persuasive stories
- Real team player who can seamlessly works across the Matrix, building strong and positive relationships: thriving through collaboration, building the right End-to-end relationships to land work and influence effectively; navigating complex matrix relationships within the BU and across to Sector & Global stakeholders
- Learning how to integrate different data sources and bring multiple perspectives into consideration: consumer, customer, category, state of the business, etc.
Company
PepsiCo UK is home to some of the world's most loved food and drink products. Making every day favourites like Walkers, Quaker, Doritos, Pipers and Monster Munch, to name a few! We have a fantastic reputation for developing and launching products that our consumers love. PepsiCo products are enjoyed by consumers around the world more than one billion times a day in more than 200 countries and territories. The company generated $91 billion in net revenue in 2023. In the UK we pride ourselves on being a great place to work and in 2023 have been awarded the Times Top 50 Employers for Gender Equality (formerly Times Top 50 Employers for Women) for the 18th year in a row and Top Employer for the 12th year in a row.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with PepsiCo Positive (pep+). pep+ is our strategic end-to-end transformation that puts sustainability at the centre of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com
You need to sign in or create an account to save a job.
Get job alerts
Create a job alert and receive personalised job recommendations straight to your inbox.
Create alert