Associate Consumer Insights Manager

Overview

PepsiCo Canada is recognized as one of Canada's top 100 employers and marketing organizations. Home to more than 60 brands – from the well-loved Lay’s, Doritos, Miss Vickie’s, Quaker and Gatorade brands to the budding disrupters, Bubly and Munchies – you’ll have a wealth of opportunity to make a difference in the Canadian marketplace. At PepsiCo Canada, we are always centered on the consumer, developing exciting local brand campaigns and product innovations loved by many. Our people are our greatest asset. By supporting their ability to work effectively together and providing them with the tools they need to succeed, we are ensuring that PepsiCo Canada is the kind of company where talented people of all backgrounds want to work.

As the Senior Analyst – Consumer Insights for PepsiCo Foods Canada, your mandate is to be the “voice of the consumer” through primary research and advanced analytics.You will work collaboratively with a brilliant & fun PepsiCo Marketing and Insights team in pursuit of actionable insights that will define growth opportunities and shape business strategy.

Reporting to the Senior Manager, Consumer Insights & Analytics, this position has two key focus areas:

• Primary consumer insights (custom research) for the core Frito Lay portfolio, including some of Canada’s most loved brands like Lay’s, Ruffles, Miss Vickie’s, Cheetos and Doritos, as well as the launch of exciting innovation
• Analytics for total PepsiCo Foods portfolio, Frito-Lay and Quaker, including Media Mix Modeling, Brand Health and Consumption tracking, and Business Review deliverables.

Responsibilities

• Design and execute qualitative and quantitative custom research, such as focus groups, ethnographies, or online surveys to uncover hidden insights
• Deeply understand consumer behaviour, drivers of choice, consumption habits, and consumer targets
• Find compelling insights to inspire and inform communications, innovation, pricing strategies, and a lot more
• Synthesize and report on tracking data and Nielsen Homescan data in a way that will inform the Marketing teams to create strategies and tactics that drive growth
• Ownership of marketing ROI analytics, including Media Mix Modeling
• Lead insights for Business Reviews across total portfolio, as well as support insights for other business planning cycles, including brand strategy and annual operating plans
• Foster on-going relationships with key research suppliers and cross-functional partners
• Connect with key US/Global counterparts, identify and adapt best practices for Canada
• Present research findings, implications, and recommendations to internal stakeholders

Qualifications

• Min 5 years of experience in an Insights or Analytics function
• Demonstrated deep understanding of analytics, marketing ROI, research and quantitative data analysis
• Ability to pull disparate pieces of data together for acohesive and insightful consumer story
• Excellent critical thinking abilities, driving insights into action and enabling change
• Genuine curiosity for the consumer and a desire to Delight the Consumer at the core of everything we do
• Strong presentation and storytelling skills
• Excellent project management skills
• Demonstrated ability to build strong relationships with internal and external key stakeholders and influence at all levels
• Strategic thinker who can provide thought leadership to the business
• Minimum of bachelor’s degree (Business/Economics/Stats degree preferred)
• Experience with Nielsen data an asset

What You Can Expect from Us:

• High autonomy, visibility, and recognition
• Innovative and transformative business practices
• Strong collaboration across all levels and functions of the organization
• An entrepreneurial and growth mindset
• Flex hours and ability to work in multiple locations
• Comprehensive total rewards package