OverviewSodaStream is seeking a dynamic Consumer and Shopper Insights leader to join our North America marketing team.
Identify, enable and optimize growth for SodaStream North America by partnering with 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 steer growth strategies on an ongoing basis.
Work closely in the matrix environment with CMO NA, NA SLT, and Insights leaders across geographies/global teams to import learnings to the North America SodaStream business.
Develop and manage the insights team, including 2 direct reports, to ensure consistency, learning, capability building, and support the leadership team through data-based decision making.
Partner with marketing team on crafting AOP and strategic plans that are consumer centric and serve the growth ambition.
Location: This person
must be based out of our Purchase, NY HQ (3 days/week)
Responsibilities- Define and lead long-term (Strategic Plan/AOP) consumer and category growth agenda 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 and shopper research activities.
- Lead creative content insights generation and testing and partner with marketing teams to ensure creative briefs are based on insights and reflect consumer tensions and brand personality.
- Lead the definition and deployment of insight programs to validate communications and innovation plans via ADA.
- Enable quick, agile innovation thinking based on consumer and category understanding.
- Develop capability to drive business and market intelligence based on latest industry trends and emerging technologies.
- Partner across functions and geographies to unlock category growth and act as the voice of the North American consumer.
- Mentor, coach and develop 2 direct reports while fostering a culture of continuous learning and innovation.
Compensation and Benefits:
- The expected compensation range for this position is between $110,700 - $185,250.
- Location, confirmed job-related skills, experience, and education will be considered in setting actual starting salary. Your recruiter can share more about the specific salary range during the hiring process.
- Bonus based on performance and eligibility target payout is 12% of annual salary paid out annually.
- Paid time off subject to eligibility, including paid parental leave, vacation, sick, and bereavement.
- In addition to salary, PepsiCo offers a comprehensive benefits package to support our employees and their families, subject to elections and eligibility: Medical, Dental, Vision, Disability, Health, and Dependent Care Reimbursement Accounts, Employee Assistance Program (EAP), Insurance (Accident, Group Legal, Life), Defined Contribution Retirement Plan.
Qualifications- Bachelor's Degree in a relevant field required;
- Master's Degree in a relevant field; MBA or MS will be a strong plus.
- 7-10 years of proven functional experience in Insights, Consumer Research, Analytics, and Strategy.
- Proven expertise in both qualitative and quantitative consumer research techniques.
- 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 to diverse senior audiences.
- Critical thinking and problem-solving abilities with a strong analytical mindset and capability to handle large datasets.
- High commercial savviness with the ability to partner with senior leaders in strategic decision making.
- Proven leadership experience, including mentoring and developing team members.
- Ability to adapt quickly in a dynamic, rapidly changing environment.
- A collaborative team player who takes personal accountability for results and performance.
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