Consumer and Insights NA Manager SodaStream

PepsiCo•Purchase, NY

62d•$105,000 - $154,000•Onsite

About The Position

SodaStream is seeking a dynamic Consumer and Shopper Insights leader to join our North America marketing team. This position will be located in the Purchase, NY office. Identify, Enable and Optimize growth for Sodastream North America by partnering with the Business leaders in developing commercial unlocks based on sound understanding of consumers, category, competition and business models. Leverage and adopt global insights capabilities and develop innovative, agile ways of trend spotting across consumer, category, competition to fuel demand generation and steers growth strategies on an ongoing basis. Work closely in the matrix environment with CMO NA, NA SLT, Insights leaders across geos/ global to import learnings to North America Sodastream business. Develop and manage insights team to ensure consistency and learning and support the leadership team through data-based decision making. Partner with marketing team on crafting AOP and strat plans that are consumer centric and serve the growth ambition

Requirements

Master's Degree in a relevant field; MBA or MS will be a strong plus.
10+ years of proven functional experience in Insights, consumer research, and strategy. Proven expertise in both qualitative and quantitative consumer research techniques. Ability to design and implement research trajectories that address strategic business questions and manage complex research projects independently.
Strategic mindset, with the ability to integrate consumer insights into broader business strategies driving long-term growth and competitive advantage.
Exceptional communication and influencing skills, with the ability to tell a story, synthesize and convey key messages, and present in a visual and persuasive way to diverse and senior audiences.
Critical thinking and problem-solving abilities, with a track record of challenging the status quo and driving innovative solutions. Sharp analytical mindset and capability to handle, curate, and manage large data sets towards generating insights and foresights.
Commercial Savviness: High commercial savviness with the ability to work with senior team members, challenge, and partner with them in strategic decision-making.
Proven leadership experience, including mentoring and developing junior team members.
Ability to adapt quickly in a dynamic, rapidly changing environment, anticipating market trends and adjusting strategies accordingly.
A collaborative team player; self-motivated, takes personal accountability for results and performance.

Responsibilities

Define and lead long term (Strat Plan/AOP) consumer and category growth agenda of BU with a multi-year learning plan to produce actionable insights that foster growth in line with the ambition.
Drive a consumer-centric culture across the organization to ensure consumer centricity in commercial plans and business planning.
Understand all drivers of brand growth and translate insights and analytics into strategies that will deliver penetration growth, consumer lifetime value, innovation, profitability, and market share gains.
Enable the business to develop commercial unlocks based on deep consumer / category understanding by leading consumer / shopper research activities within the organization to address business needs related to shopping patterns, branding, positioning, consumption, innovation concepts, advertising.
Lead creative content insights generation and testing - partner with marketing teams to ensure creative briefs are based on insights and reflect consumer tensions and brand personality. Synthesize the insights to optimize the consumer experience across the consumer journey.
Lead the definition and deployment of insight programs to validate communications and innovation plans via ADA, advise brand teams of risks and implications for informed and timely decision-making in conjunction with the global insights community.
Enable quick, agile innovation thinking based on consumer, category understanding
Develop capability to drive business and market Intelligence based on latest industry trends and emerging technologies to ensure the organization remains at the forefront of consumer insights and analytics. Leverage and adopt global insights capabilities.
Partner across functions and geographies to develop compelling plans to unlock PO1 category growth. Maintain close collaboration with the global team insights, categories, marcom to be an effective "Voice of the North American consumer."
Mentor and develop team members, fostering a culture of continuous learning and innovation.