Responsibilities
Functional Responsibilities:
- Support the PBUS 360AO Lead in the management of this program (good application of governance and principles in all markets).
- Key tasks: alignment on the brief, proposal coordination, execution and delivery of results
- Act as an expert on how different 360AO tools and vendors are used together to answer business questions in a compelling and engaging way. This expertise will include:
- Understanding the Change Compass framework (ie the PepsiCo trends framework), leverage the self-serve tool and provide insights based on stakeholder request and connecting relevant data sources from 360AO and Human eyes, more specifically on Human eyes we expect this analyst to leverage the Big Data self-serve platform and mine thousands of hours of video footage from around the world to find human insights which can complement other sources of data.
- Use 360AO tools to analyze consumer trends from market manifestations based on Big Data
- Trendscope self-serve tool: to identity and analyze Food and Beverage trends
- Tastewise self-serve tool that analyses Social media data, restaurant menus and consumer recipes to leverage emerging trends on ingredients, visuals, pairings and themes of interest.
- Social Listening Talkwalker / Hootsuite/Sprinklr or any social listening platform
- Execution of research projects with quality and depth of deliverables with low/no support from external vendors.
- Ensuring to tell the story in a compelling way, putting together all BIG data (what is happening) and THICK data (human motivations and drivers) tools at our disposal.
- The analyst will be the responsible for producing complete analysis and one page summary for all projects conducted.
- The analyst will also present his/her work to the local PepsiCo business teams who requested this work.
Other responsibilities:
- Manage the 360AO Portal: maintenance of the repository of use cases
- Become an expert of 360AO tools in order to develop best-practices and advanced analyses
- Helping develop training materials to elevate understanding and impact of the program in PepsiCo.
- When required connect with external key agencies working on 360AO in a collaborative approach: Black Swan Discover.ai and Tastewise
- Create and implement ways of working with ICC teams & Sectors who ask for 360AO analyses
Qualifications
- 5-6 years of experience at a F&B company, making an impact in a market research/insights/analytics, marketing, competitive intelligence, or other similar function with demonstrated ability to execute projects in a complex environment with multiple constituencies.
- BA/BSc required (Masters in psychology, anthropology, statistics is a plus)
- Experience in working with an qualitative research agency is a must.
- Experience in Social media Listening is a must
- Very comfortable in running in depth Consumer research analyses, ability to turn findings into compelling and insightful stories and present them to Business teams.
- Experience in custom qualitative (preferred) and quantitative consumer research.
- Understanding of Brand and Innovation strategy process and Insights critical roles at each stage.
- Experience in working on Trends and Foresight project E.g. Pre and Post COVID impact, consumer trend changes, etc.
- Experience in Big Data / Social listening tools is preferred.
- Experience in projects involving flavor innovation, trending ingredients, health benefits, consumer behavior.
