CatMan & Perfect Store ecomm

Job description

Auto req ID: 219503BR

Job Description

The purpose of this role is to own key customer, shopper & category insights agenda directly aligned to the eCommerce channel, including multi-channel shopping behaviour, the role of pureplays, eGrocery, Rapid Delovery, AFH, DTС within the grocery market as well as key insights on emerging products & routes to market. Curate, define & share best practices and insights gained codified as playbooks with sales, insight, marketing teams in RU. As a member of the eCommerce marketing leadership team, this person will be responsible for helping develop ecom strategy, AOPs and programs necessary to help meet sales and share targets for ecustomers and deploy pilot projects for key customers like WCCE, Perfect eStore (e.g. X5, Magnit, Wildberries) across all Dairy categories.
Work closely with the eCommerce strategy manager & wider ecommerce and insights teams to obtain and generate actionable learnings from primary & secondary data sources. You will leverage internal & external data to identify new opportunities for eCommerce in Russia and take the lead on key eCommerce performance & deep dives on opportunities.
·  Own the eCommerce channel insight and category management agenda, including shopper behaviour, category analysis and performance insight through to emerging business & technology trends, WCCE and Perfect eStore frameworks to roll-out
·  Champion the digital shopper in internal and external discussions, ensuring that the motivations, triggers and barriers for shopper decision making is understood and considered in category, range, space, display and pricing/promotional changes
·  Liaise with eCommerce & wider sales teams to understand insight needs and deliver insights, research & recommendations that support the teams in taking action with their customers that helps PepsiCo, the customer and the shopper
·  Consult with Global, Sector, Category and Consumer Insight teams to elicit key workstreams and forthcoming marketing, sales and insight innovation and lead plans to translate these into useful, actionable shopper-led plans for the eCommerce environment
·  Develop category scorecards & communication channels to derive the right insight for today’s operation & building towards future business areas & opportunities
·  Lead eCommerce Shopper Insight and category management projects from brief to delivery, working with external agency partners and internal teams to ensure that insight is delivered that is both useful and impactful
·  Commission and land new primary research to fill key knowledge gaps
·  Build and share eCommerce shopper insight and category management to land the key points about how shopper behaviour in our category can drive or limit our sales performance.
·  Integrate with Marketing, Insights, Sales, Media teams to ensure that we provide a coherent joined up perspective on how Shopper thoughts and emotions are translating into actual behaviour in-store or online
·  Integrate robust shopper insights into key business processes and external outputs which should include Category Vision, Strategic Business Plan, Situation Analysis and Calendar Sells.
·  Roll-out Perfect Estore and WCCE frameworks for key ecom customers. Deploy pilot projects. Share results with internal and sector teams

Qualifications/Requirements

·  Experience in developing & preparing insights projects with external agencies and/ or internal resources.
·  Strong analytical skills - ability to synthesise, interrogate and integrate learning from multiple sources
·  Excellent project management skills – ability to co-ordinate several diverse stakeholders and to manage performance of external suppliers.
·  Aptitude to learn fast, to absorb and integrate new facts and methodologies into normal operating process.
·  Effective communication skills – accurately identifies the role of different stakeholders & tailors communication messages & style accordingly.
·  Challenge & Influencing Skills – experienced & effective at influencing and challenging senior internal stakeholders and agencies.
·  Strong presentation skills – comfortable presenting internally / externally to all levels
·  Good attention to detail and ability to spot potential problems and plan to avoid them in advance.
·  Flexible and responsive approach, prepared to discover new solutions to new challenges as they arise and remain tenacious in achieving the required result
·  Challenge & Influencing Skills – experienced & effective at influencing and challenging senior internal stakeholders and agencies,
·  Embodies entrepreneurial mindset and key values of having a bias for action, results-oriented, community-focused, and prioritization of people,
·  Strong ability to influence and work through others to effectively navigate matrixed organization while ensuring that necessary stakeholders are informed,
·  Ability to manage/drive agenda and thinking with functional reports in a matrixed and virtual environment
Relocation Eligible: Not Applicable
Job Type: Regular