Channel & Shopper Diagnostics Sr Manager AFH Europe

5 days ago

Dublin, Dublin City, Ireland PepsiCo Full time
Overview

Away From Home is one of the critical growth drivers in the Snack 2030 Strategy, unlocking this channel for a business that has its heartland traditionally centred in more grocery customers. As a vital enabler of the strategy this role has been created to drive better understating of the customers and channels within but also the consumers within.

The PepsiCo Europe is looking for a Channel & Shopper Diagnostics Sr Manager for Away From Home Europe. This role reports to the European Insights Director with strong partnership of the Europe Away From Home team. The role plays a pivotal role in understanding the dynamics and trends of the Away From Home channel, its sub-channels and main customer. This position involves deep diving into customer insights, particularly for our largest organized customers, and supporting both the organized customers team and the new business team in T2Ts (Top-to-Top) and Tenders.

Responsibilities & impact for this role include delivering the Win More & Sell More agenda through comprehensive shopper and customer insights.

Responsibilities
  • Lead Shopper & Customer Understanding
  • Drive deep understanding of both shopper and customer behaviour in the Away From Home channel, identifying key motivations, missions, and decision drivers across different consumption occasions and customer types, from independent outlets, QSR, Recreation or Lodging.
  • Channel and Sub-Channel Analysis: Analyse and interpret channel and sub-channel dynamics and trends to identify opportunities and challenges.
  • Monitor market trends, competitor activities, and consumer behaviors within the Away From Home channel.
  • Support for Organized Customers and New Business Teams: Collaborate with the organized customer's team to provide insights and strategies for key accounts.
  • Support the new business team in Top 2 Tops and Tenders by providing data-driven recommendations.
  • Develop and implement strategies to enhance customer satisfaction and retention.
  • Present to senior stakeholders at the T2Ts and tenders in partnership with Marketing and Commercial teams.
  • Data Management & Reporting: Ensure data accuracy and consistency in reporting. Utilize statistical tools and software to analyze data and generate reports. Present findings and recommendations to stakeholders and senior management.
QualificationsCompetencies
  • Analytical thinking: ability to distil complex data and information into meaningful themes and insights that are relevant to the channel.
  • Simplification: Skilled at translating complex analysis of data, and trends into actionable insights.
  • Problem solving and dealing with ambiguity: Data sources for the 'away from home' channel are not in one neat database. Comfortable navigating fragmented data sources and applying creative thinking to uncover solutions and insights.
  • Storytelling: Capable of crafting compelling, concise narratives that highlight key messages and resonate with diverse and often senior audiences.
  • Collaborative Mindset: Effective in a matrixed environment, working across brand, commercial, insights and trade marketing teams and geographies with both global and local stakeholders.
Qualifications
  • Bachelor's degree in Marketing, Business, Statistics, or a related field; Master's degree preferred.
  • Proven experience in market research, data analysis, and/or customer insights within the Food & Beverages industry.
  • Knowledge of the European market and the Away From Home channel is a plus
Seniority level
  • Mid-Senior level
Employment type
  • Full-time
Job function
  • Marketing and Sales
  • Industries: Manufacturing and Food and Beverage Services

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