360, Human Eyes & Innovation Insights Senior Manager, Europe

20 Jul 2019
23 Jul 2019
Contract Type
Full Time
Auto req ID: 182937BR
Job Description Key role in newly formed Brand & Innovation Centre of Excellence team in ESSA (Europe & Sub Saharan Africa) sector for $140bn consumer business; lead the Insights capability build which fuels the Innovation agenda as well as the fundamental underpinning insights capabilities 360 Always On and Human Eyes.

About the role:
PepsiCo has embarked on an ambitious global program (Grow Brands that Move People) to transform and re-tool our marketing capabilities, enabled and fueled by new to world brand, content and innovation insight tools/ capabilities.

This role sits within the new ESSA Brand Building & Innovation Insights COE with a clear remit to increase the effectiveness of our innovation investments. This will be achieved by leading the digitization, deployment and application of brand new, global insights capabilities and tools.

This is a great role for a senior manager looking to make a huge impact on our business with the firepower of a new team and tools behind.

About Innovation Insights:
Our large portfolio of brands, across an even wider number of markets, means systematically identifying new and incremental portfolio & brand opportunities is critical to accelerating future growth. Digitization is the #1 priority and key enabler of the Global Insights transformation; new digital insights tools are critical to drive better decision making (leading to stronger innovation, comms, packaging/design, equity management plans, faster to market & at lower cost). Over the next 2 years, PepsiCo Global Insights has committed to scope, design, build, pilot and deploy ~10 new world class digital insights products, including ~4 in 2019 alone.

This particular role is critical for our business. Your remit will include;

Digitization: execution of all waves of the Content modules, ensuring the ADA platform and tools are designed to meet ESSA needs and are deployed flawlessly and embedded in all key brand building initiatives to step change consumer intimacy and speed to market.

Innovation: build and support the flawless design and deployment through the category teams of advantaged front end, rapid iterative innovation insights and forecasting capabilities that unlock incremental and sustainable breakthrough innovation and smart lift and adapt. Work alongside category teams and commercialization teams to leverage the application of full range of Insights capability (e.g. 360, Human and Cultural, DX etc.) in landing impactful innovation whilst reducing speed to market. Partner with global teams to define a standardized method of forecasting innovation performance (leveraging advanced analytics as appropriate) as well as distilling the key drivers of successful innovation.

360/AO: Expand adoption: establish and coordinate Trendscope super user community, support deployment use cases across ESSA, manage and maintain deployment catalogue of use cases to provide inspriration and facilitate upwards engagement with senior management and secure ongoing investment. Build and execute local refresh process for 360AO. Lead application of 360AO into new use spaces for ESSA (venturing, Brand Evaluation, Marketing Communications). Represent ESSA on the Global 'Super 9', leading interactions on 360/AO with the global CoE.

Human Eyes: contribute to building cutting edge human insight capabilities in how we build much stronger empathy and inspiration across categories in West Europe. This includes but not limited to:
  • Systematic immersion programme to bring the business closer to consumers on a more regular basis and drive action as a result
  • Demand space inspiration sessions building cultural empathy - bringing the voice of consumers in the markets to the Category teams to ensure ideas and programmes are fit for purpose across WESA,
  • Development of tool kits (building on existing) to help drive stronger insight, platform and idea development.
  • Champion and develop best practice around methodologies that unlock fresh thinking on brands e.g. semiotics, ethnography etc
Partner with Marketing Capability Teams to ensure Innovation Tools/ Capabilities as well as ADA are embedded into the "Grow Brands that Move People" program/ workflows/ processes/ training/ systems etc.

Work with adjacent CoEs to ensure cross application of capabilities (e.g. meaningful tracking of in-market innovation etc)
Qualifications/Requirements We're looking for a senior manager with relevant functional experience leading a progressive insights agenda, with deep mastery level experience in consumer insights, brand building and advertising/ content development.
  • Deep expertise in Innovation and qualitative research, developed with blue-chip multinational brands and/or research agency
  • Strong qualitative research practitioner, able to personally facilitate consumer groups in various formats
  • Good understanding of behavioural science principles and their implications for uncovering consumer drivers
  • Credibility with senior marketing and consumer research colleagues
  • Passionate focus on the actionability of insight, and good commercial awareness
  • Broad experience with many types of data and insight, the ability to connect insights from different sources to build holistic answers to business questions.
  • Clear evidence of having had an impact on the delivery of outstanding marketing, ideally on consumer brands.
  • Ideally, multi-country working experience, influencing brands which operate internationally through geographically diverse teams.
This is an ESSA COE role and COE roles are very stretching from a leadership and impact perspective, as they have a hugely diverse and very senior set of stakeholders in a complex matrix environment. The "how" of this role is just as important as the "what" and hence we are targeting a demanding leadership profile:
  • Fearless leadership and able to deal with high ambiguity and operate effectively in the grey
  • Significant executive maturity to influence multiple stakeholders and also craft and defined agenda from a relatively loose brief!
  • Ability to frame problems smartly and be crystal clear on the most critical decisions
  • Highly driven, proactive and able to inspire others to embrace change on a large scale
  • Strong conceptual and facilitation skills, including flexibility in approach to problem-solving and ability to push beyond the obvious to find innovative solutions.
  • Excellent sense for interpersonal dynamics (organization savvy), including ability to strongly influence key partners through formal and informal channels in a matrix environment
  • Very strong project management and organization skills
  • Ability to synthesize & persuasively communicate highly complex findings to focus on the critical issues and actionable growth opportunities
  • Ability to ensure the work is effectively landed by passionately advocating for the right actions to increase the probability of success
  • Broad-based business acumen and commercially savvy
*2/3 days commute to PepsiCo HQ in Reading will be required in this role.
Relocation Eligible: Not Applicable
Job Type: Regular

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