Consumer & Shop Insights Analyst

Overview

The Shopper Insights Analytics Analyst support the understanding of shopper attitudes / behaviours and in-store conditions to identify growth opportunities for PepsiCo NWE Benelux business. He/she brings the voice of the shopper to business opportunities identification, provides preliminary business recommendations based on shopper and retail insights to enable decision making process and flawless execution of brand and sales ACP PSP priorities

Responsibilities

• Supports to drive the Shopper Insights agenda in the New BeNelux organization, builds solid shopper understanding and foundations, making sure that Shopper Insights is a part of decision-making process in the organisation by leveraging retail and shopper insights into strategic and operational recommendations, identify insights gaps and develop an approach to close these gaps. Maintain accumulated Shopper knowledge and continuous Shopper data sources (HHP, retail panel etc). Runs on-going and ad-hoc shopper/retailer research addressing strategic business questions based on AOP/PSP. Translate data/research results from multiple data sources and the combination of data sources (e.g. YouGov, Nielsen, Online Surveys, Sector studies, Euromonitor) into meaningful insights and preliminary recommendations. As a member of the Shopper Insights team, and according to the monthly business cycle (ISOP), PSP and ACP agenda, he/she will supports the evaluation of shopper and channel trends, competition watch to identify growth opportunities, to build PepsiCo Benelux competitive advantage. Therefore, he/she will support the broader DX team (Cat Man, RGM, Shopper MKT Perfect Store), Marketing and Sales workstreams by updating the monthly MWBs, performing deep-dive analysis on performance issues, reviewing root-cause analyses on performance against AOP / ACP plan and derive main insights.
  • Take ownership of the continuous improvement of NL + BE quarterly shopper reporting, both the creation + presentation of the insights
  • Be key point of contact across Marketing + Commercial teams, including ownership of the Belgium BU, as well as NL e-Comm, Away From Home + Revenue Growth Management teams
  • Play active role in category management projects with retailers, building clear stories about how to grow the category by focusing on assortment, shelf layout + secondary locations
  • Oversee the creation of brand performance + scenario trackers from shopper perspective for all Big Rocks, sharing back with the team
  • Become the leading expert in ad-hoc shopper research projects + incorporate them in everyday projects
  • Be responsible for shopper platform training across NL + BE teams - YouGov, Retailer-specific data platforms
  • Take active role in liaising with the Data Impact team to optimise the Power BI Shopper Reports, leading to increased and more effective usership
  • Look after the sharing of shopper best practices to inspire + entrench shopper insights within the HBS Insights teamTake control of shopper relationship with finance team + raising POs

Qualifications

• Knowledge and practical experience with a wide scope of research methodologies and techniques (qualitative quantitative)
• Understanding of analytical tools + ability to process data from several sources to draw meaningful insights or recommendation to the business
• Experience in Household Panel data is a must
• Experience managing research budget
• Experience with interpreting ad-hoc shopper research + delivering recommendations
• Strong internal + external stakeholder management skills
• Experience with presenting
• Experience with storytelling to inspire action
• Preferred experience with mentoring + training
• Fluency in English
• MS Office - advanced user (PowerPoint, Excel)
• Attention to detail, accuracy and ability to work towards tight deadlines
• Results orientated, demonstrated in store-back thinking
• Proactive strategic thinker, with business acumen
• Effective verbal and written communication skills
• Excellent project management skills